Sword and the Script

AUGUST 20, 2016

There may well be a disconnect between strategy and execution in B2B marketing. It seems to me B2B spends a lot of time perusing whatever tactics are on sale at the discount store. It’s been a trend in content marketing too. Marketing output volume is to scale what shouting is to intelligence.

Content Marketing 60

Content Marketing Marketing B2B Small Business 60

B2B PR Sense

JANUARY 5, 2018

B2B PR in particular creates a patina of thought leadership and generates interest and awareness. Handpicked Related Content. How to Pick the Right B2B PR Agency For You. Handpicked Related Content. How to Score in B2B Media Relations. Thought leadership strategy. Content marketing.

Crisis Management 238

Crisis Management B2B Reputation Advertising 238

Sword and the Script

DECEMBER 4, 2018

The statistics selected can be grouped are heavily weighted along the following topics: Statistics about – or for – the CMO ; Statistics about digital and B2B marketing ; Statistics about PR or media relations ; and. Statistics about content marketing. 2) The marketing budget as a percentage of revenue.

Survey 104

Survey Marketing B2B Content Marketing 104

Sword and the Script

JANUARY 8, 2019

Media references tend to take a back seat to the mad pace that is often B2B marketing. In addition, the account management model many B2B shops follow means marketing has to lobby an enterprise account manager (AM) who would really prefer not to spend a favor asking for something that doesn’t advance a specific deal.

B2B 77

B2B Media eBook Interviews 77

Sword and the Script

FEBRUARY 6, 2018

In reviewing the study, I think it has implications for business in public relations and content marketing. Technical expertise is particularly relevant to the B2B technology space. You can and should run content marketing like a publisher. Communication builds trust and it’s a function of leadership.

Content Marketing 68

Content Marketing Marketing Journalism Financial 68

Waxing UnLyrical

AUGUST 2, 2018

The best way to stand out from the noisy crowd is by employing a few tricks of the content marketing trade. As you work on your content marketing strategy, keep these in mind: Talk to your audience, not at them. LinkedIn is better for B2B companies that publish thought leadership articles and get recommendations.

Content Marketing 49

Content Marketing Marketing Brand Branding 49

Sword and the Script

MAY 8, 2018

This latest survey polled 362 senior marketers and I’ve culled through the 95-page report to review the data from B2B product segment and the technology vertical, which are the markets I serve. Here are five points I think are relevant for B2B marketing leaders. 1) Marketers anticipate budget growth.

Survey 62

Survey B2B Marketing Mobile 62

5W PR

DECEMBER 19, 2023

In the dynamic world of media and marketing, creating a PR stunt that captures attention and aligns with your brand’s values and marketing goals is a high-wire act of creativity and strategy. Craft a Creative Concept: Innovate a unique, engaging, and authentic concept for your brand.

How To 78

How To Ethics Measurement Creativity 78

Sword and the Script

DECEMBER 21, 2021

My B2B clients are more open to sponsored content. Another trend that grew in ’21 is authentic, purpose-driven marketing. It’s good news for contextual advertising companies, who have already started reaping the benefits of marketing’s ‘identity crisis.’ Dorothy Crenshaw , CEO, Crenshaw Communications .

Marketing 214

Marketing Content Marketing Social Media Employee 214

PR in High Definition

DECEMBER 17, 2020

With every crisis comes creativity, new thinking and differing outlooks on life, and so I wanted to share some of our best pieces of content. Unrestricted creative thinking in an ever more restricted world. In this casebook , Christian highlights some of the unsung heroes in the B2B world.

Reputation 133

Reputation Creativity Crisis Employee 133

Sword and the Script

MAY 21, 2019

In my previous experiences, I had not been exposed to women in positions of leadership. That experience also sparked an interest in marketing. That led her down a series of paths including content marketing, ecommerce and today, in B2B marketing. 1) Why start a business focused on B2B paid social?

B2B 81

B2B Social Media Company Marketing 81

ImPRessions - Crenshaw Communications

OCTOBER 30, 2019

This is particularly successful in B2B PR campaigns, where the sales cycle is long and the products complex. Tactics like content marketing, earned speaking opportunities for C-level executives, and feature articles work together to boost visibility for a brand or situation that the brand solves.

Storytelling 233

Storytelling Education Software LinkedIn 233

Barokas

MAY 31, 2019

Campaigns must be simultaneously creative, strategic and measurable. Content must be on-brand and consistent, without being overtly promotional or repetitive. Whitepapers : The heart of content marketing, whitepapers are important for awareness building , product positioning, lead generation and customer support.

Case Study 100

Case Study B2B Resources Web 100

PR 20/20

SEPTEMBER 21, 2016

Content Marketing World or as others may know it, #CMWorld , is an incredible event for marketers, journalists and techies from across the globe to gather and share niche content knowledge. How to Use Content to Maximize the B2B Buying Process. Long Form Content for the Win at REI. Not to worry.

Content Marketing 40

Content Marketing Marketing B2B Video 40

Contently - Strategy

JULY 12, 2021

“Investment banking is just glorified content marketing.” This makes sense; compliance approvals for content marketing are a notorious challenge in the industry. However, we saw a shift on that front in our 2021 report on the state of finance content. Change happens a lot faster once leadership gets involved.

Financial 109

Financial Banking How To Marketing 109

Sword and the Script

MARCH 14, 2017

Game Theory: Content Marketing as an Infinite Game. Art or Science: Creative Marketing and PR. Creative Storytelling as the Soul of B2B Marketing [UML]. Is your PR agency bring creative ideas to the table? See these related posts: . If not, give our services a try. Talk to Us!

Marketing 68

Marketing Creativity Leadership Storytelling 68

Sword and the Script

AUGUST 14, 2018

It’s also a key reason why blogging and content marketing has become an important tool in the media relations toolkit. Also, see these related posts: How to Generate Media Referenceable B2B Customers with a Blog. 10 Fundamentals for Successful B2B Media Interviews. A good place to start is with your own content.

Survey 102

Survey Report Media B2B 102

Prohibition

NOVEMBER 23, 2022

It can be used to convey brand messages, promote a new product or service, share thought leadership from a key spokesperson – the possibilities are endless. It’s a creative and engaging way to interact with your target audience. On the flip side, a B2B video tends to be something we might consider less fun.

Video 62

Video Corporate Marketing B2B 62

Sword and the Script

DECEMBER 30, 2017

Unquestionably, B2B blogging, as a topic, re-emerged as hot. A Data-Driven Answer for B2B]. Note: This top post was published in February 2017 and some of the metrics were updated in November and those can be found here: 3 Habits of Highly Successful Bloggers B2B Marketing can Borrow [Study]. And it’s about time.

Blogging 72

Blogging B2B Content Marketing Trade Shows 72

Beyond PR

MARCH 6, 2018

The digital and content revolution has empowered customers to seize control of their path to purchase, forcing brands to retire their sledgehammer marketing tactics. Today, brands must attract customers with high-quality content, impacting their target audience through an array of online channels. But is it really that easy?

Strategy 67

Strategy How To B2C Content Marketing 67

PR 20/20

SEPTEMBER 17, 2019

“The premier gathering of digital marketers on planet Earth!”. Traffic & Conversion Summit 2020 will feature seven tracks including: big ideas, agencies only, digital retailers, digital advertisers, content marketers, conversational marketers and growth hackers. Digital Sales & Marketing World.

Conference 97

Conference Marketing Case Study Content Marketing 97

Sword and the Script

DECEMBER 26, 2023

Marketing investment was redirected towards demand generation (content marketing, paid media) as startups looked for deal flow. As the market lifts, brands will need to raise awareness and will be ready to invest for the longer term as their horizons extend. .”

Writing 192

Writing Communications Marketing B2B 192

Sword and the Script

AUGUST 19, 2017

Yet on the other, businesses want more CMO creativity , personalization, and customer engagement, which are things that are hard to scale successfully. So, how, exactly, can top marketers pull that off? 1) CMO job responsibilities and leadership attributes. Marketing without Authority is Marketing without Accountability.

Leadership 62

Leadership Study Analytics Survey 62

Sword and the Script

JANUARY 3, 2023

Creativity: PR practitioners must be able to think creatively and come up with new and innovative ideas for campaigns and projects. If anything, AI tool that writes will make creative writing more important, because when everyone has the same tools to write content, it will all sound the same.

Interviews 99

Interviews Publicity Technology Social Media 99

Sword and the Script

OCTOBER 14, 2017

This question is the B2B marketing equivalent of the Wolf of Wall Street’s challenge to sales: sell me this pen. One way to approach it is striving to think differently, aiming to digging a little deeper and for marketing leadership, to consider shifting roles to support the first two ideas. Most of it is dreadful.

Corporate 63

Corporate Storytelling B2B Facebook 63

Sword and the Script

OCTOBER 22, 2019

16% on marketing analytics. The full report shows some nuance between agency and in-house respondents (graphic and summary by Marketing Charts here and here ). 3 Recommendations for B2B Marketing Budgets. I suggest thinking about distributing existing content elsewhere. Audio is the last mile in marketing.

Marketing 65

Marketing Survey Study B2B 65

Sword and the Script

MARCH 11, 2017

While there are certainly some advantages to early adoption, in a broad sense, B2B marketers all have access to the same general set of tools. See these related posts: 10 Leadership Tips for 1:1 Meetings with Employees. The Old “New Media” and Marketing Tools with Novel Twists [UML]. Brands like Warner Bros.

Tools 68

Tools Marketing Advertising Advertising 68

Sword and the Script

AUGUST 25, 2015

The organization published a well-written press release that drew me in and pointed to one overarching conclusion: Most view their content marketing process as ad hoc, decentralized and driven by internal stakeholder interests. Content marketing is maturing slowly and steadily.

Survey 60

Survey Content Marketing Report Corporate 60

Sword and the Script

OCTOBER 23, 2018

B2B organizations that find content marketing effective are committed to these programs. These organizations have a content marketing plan in writing. Those are among the top-level findings from an annual survey of content marketers by the Content Marketing Institute and Marketing Profs.

Content Marketing 107

Content Marketing B2B Study Marketing 107

Sword and the Script

SEPTEMBER 24, 2016

The Struggle is Real in B2B Content Marketing [UML]. Marketing ROI: You Can’t Buy a Beer with an MQL [UML]. Does your B2B PR machine bring creative ideas? In the creative domain, humans still dominate. The science of marketing is ideal for automation; the art perhaps is not.

Marketing 60

Marketing Creativity B2B Ethics 60

Contently - Strategy

SEPTEMBER 10, 2020

What role has content marketing played for you at LiveIntent? It’s huge for us and plays a key role in our marketing strategy. It’s a lot of what we do on the marketing side. It gives you more flexibility to move between consumer marketing and B2B marketing and other positions as well.

Brand 71

Brand Branding Marketing Facebook 71

Sword and the Script

DECEMBER 20, 2022

be the year that some SaaS vendor figures out how to manage and market B2B influencer marketing at scale. There are several platforms out there to simplify and manage B2C influencer marketing, such as Paladin, Heepsy, HypeAuditor, and InBeat. But B2B influencer marketing works completely differently.

Marketing 189

Marketing Content Marketing Data Social Media 189

Sword and the Script

JANUARY 10, 2017

Don’t miss these posts: B2B Customers Want Thought Leadership. A Simple Measure of Marketing Many Businesses Miss. Content Marketing: Don’t Make Home Improvements to Rental Property. Is your PR agency bring creative ideas to the table? Lackluster Consistency and Frequency.

Survey 60

Survey Blogging Corporate Analytics 60

Sword and the Script

JUNE 18, 2019

In the B2B technology world, which is the lenses through which I example things, I’ve found PR usually reports to marketing – but supports the whole business – when a company is small or young. 13) “I write and post content for our customers and our employees to teach them about our company, products and vision.”.

Employee 148

Employee Print Writing Survey 148

Communications Conversations

JANUARY 13, 2017

It’s a more digital content marketing focused role, which is part of the work that I really love. Historically, health insurance companies (like many areas of health care) are very B2B focused. I’m also focusing on taking electives courses that will help me in leadership development. That’s what PR people need from PRSA.

Insurance 60

Insurance Insurance Social Media Corporate 60

Sword and the Script

APRIL 25, 2017

In person events like trade shows and conferences usually rank high on the list of priorities for B2B marketing organizations. For example, the most recent B2B lead generation report by Chief Marketer listed live events as the second top source of leads. 12 Ways to Leverage Your Existing Investment in B2B Webinars.

Trade Shows 84

Trade Shows B2B Conference Marketing 84

Sword and the Script

OCTOBER 29, 2016

The buyer’s journey is a trendy topic in marketing circles and for good reason. This is especially true for B2B organizations, with complex products and prolonged sales cycles. In a spirited effort, marketers white board all sorts of diagrams. Attract: Get More Mileage out of B2B Content. Retain: $2.3B

B2B 60

B2B Marketing Analysis Content Marketing 60