The B2B Marketing and PR podcast
Sword and the Script Media on audio
About the show
This podcast covers B2B marketing, PR, communications and social media. We look at studies and data to find what's working and what isn't to help you stay ahead of the competition.
Episodes
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Episode 100: The B2B marketing playbook must shift from tricks to education
July 1st, 2025 | 4 mins 44 secs
b2b marketing, chief marketing officer, cmo, content marketing, content strategy, gated content, marketing, marketing leadership, marketing teams, owned media
Instead of trading information for contact information that’s passed on to a BDR, marketing in B2B tech organizations must center on education and helpfulness
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Episode 99: Marketers without authority to get stuff done leads to marketing without accountability
June 27th, 2025 | 6 mins 4 secs
b2b marketing, chief marketing officer, cmo, content marketing, content strategy, gated content, marketing, marketing leadership, marketing teams, owned media
Marketing needs to accept accountability, but it also needs the authority to execute. Marketing can’t have it both ways – and the business can’t either.
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Episode 98: Very useful benchmarks for guiding how gated content is best used B2B marketing
June 24th, 2025 | 5 mins 13 secs
b2b marketing, content marketing, content strategy, gated content, owned media
Downloading content is just early engagement for a long sales process; 66% of prospects who download content aren’t ready to buy for another year
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Episode 97: Are Embargoes and Exclusives Still Useful in Media Relations?
June 20th, 2025 | 7 mins 28 secs
communications, corporate communications, earned media, embargoes, exclusives, marcom, marketing communications, media relations, pitching tips, pr, press releases, public relations
52% of PR pros say embargoes are still useful but one in five disagrees; 64% of comms pros still find value in offering reporters exclusives.
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Episode 96: Chatbots increasingly becoming the interface for PR software [PR tech summary no. 62]
June 17th, 2025 | 10 mins 2 secs
commstech, communications software, pr software, pr tech, pr technology, public relations software
Meltwater rolls out chatbot interface; Public Relay hires Brendon O’Donovan; roundup of PR software briefs; new surveys of journalists
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Episode 95: 5 ways generative AI is changing organic search traffic in B2B marketing
June 3rd, 2025 | 9 mins 33 secs
2025 budgets, b2b marketing, b2b marketing budget, budget, chief marketing officer, cmo, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing leaders, media relations, pr, public relations
The way buyers find and evaluate information is changing with generative AI, yet many B2B marketing teams are still optimizing for traditional organic search engines
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Episode 94: A Decision Matrix for Getting Reviews and Approvals Done
May 30th, 2025 | 8 mins 6 secs
2025 budgets, b2b marketing, b2b marketing budget, budget, chief marketing officer, cmo, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing leaders, media relations, pr, public relations
Here are some ideas for developing guidelines for the timely approvals of marketing content so you can drive business results
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Episode 93: Another survey of CMOs shows hope for marketing budgets
May 27th, 2025 | 3 mins 55 secs
2025 budgets, b2b marketing, b2b marketing budget, budget, chief marketing officer, cmo, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing leaders, media relations, pr, public relations
Whether you’ve got more money in the marketing budget or not, hold onto that scrappy and creative mentality to rebuild momentum
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Episode 92: PR advice for those open letters and those marked up responses
May 20th, 2025 | 1 min 58 secs
2025 budgets, b2b marketing, b2b marketing budget, budget, chief marketing officer, cmo, communications, content marketing, corpcomm, corporate communication, crisis, crisis communications, marcom, marcomm, marketing budget, marketing communications, marketing leaders, media relations, pr, public relations
Whether responding to the government, a competitor, a rouge employee, or a business deal gone sour – stick to the high road in those open letters and marked up responses; focus on the substance
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Episode 91: B2B marketers focused on long term tend to outperform the competition
May 16th, 2025 | 5 mins 20 secs
2025 budgets, b2b marketing, b2b marketing budget, budget, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, media relations, pr, public relations, storytelling
B2B marketers that outperform peers are more likely to devote 40% or more of their marketing budget to long-term goals
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Episode 90: CMO survey says marketing budgets are recovering
May 13th, 2025 | 6 mins 35 secs
2025 budgets, b2b marketing, b2b marketing budget, budget, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, media relations, pr, public relations, storytelling
Spending on CX drops and so too does customer retention; marketing leaders aim to hire but hesitate on other marketing spend amid economic uncertainty
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Episode 89: B2B marketers are dissatisfied with their own content
May 9th, 2025 | 11 mins 36 secs
2025 budgets, b2b marketing, b2b marketing budget, budget, chief marketing officer, cmo, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing leaders, media relations, pr, public relations
B2B marketers say too much work, too few resources and too much interference forces them to choose between quality and completion
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Episode 88: Earned media may have a bigger impact on SEO than even the vaunted backlinks
May 6th, 2025 | 6 mins 26 secs
2025 budgets, b2b marketing, b2b marketing budget, budget, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, media relations, organic search, pr, public relations, search engine optimization, seo, storytelling
Media coverage PR earns can drive searches for branded terms which technical SEO experts say can be more powerful than even links or keywords for search rankings
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Episode 87: The coverage PR earns may have a bigger influence on SEO than backlinks
May 2nd, 2025 | 6 mins 27 secs
2025 budgets, b2b marketing, b2b marketing budget, budget, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, media relations, pr, public relations, storytelling
Media coverage PR earns can drive searches for branded terms which technical SEO experts say can be more powerful than even links or keywords for search rankings
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Episode 86: 10 statistics that drive home why business needs to refocus on trust
April 28th, 2025 | 9 mins 49 secs
2025 budgets, b2b marketing, b2b marketing budget, budget, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, media relations, pr, public relations, storytelling
When experience matches expectations, we build trust; all the other benefits of marketing are contingent on that trust
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Episode 85: When you finally achieve thought leadership, don’t let it slip away
April 25th, 2025 | 5 mins 47 secs
2025 budgets, b2b marketing, b2b marketing budget, budget, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, media relations, pr, public relations, storytelling
True thought leadership is hard to achieve, not because it’s hard, but because some in B2B just can’t get out of their own way. Even those that achieve it…let it slip through their fingers with talent turnover.