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

  • Episode 79: The surprising reason marketing leaders and CMOs get fired

    April 1st, 2025  |  4 mins 27 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

    Rather than measurement, the biggest reasons marketing leaders get fired tend to center around communication and collaboration

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    Episode 78: That statistic that people have the attention span of a goldfish is probably a fabrication

    March 28th, 2025  |  4 mins 36 secs
    2025 budgets, attention span, b2b marketing, b2b marketing budget, budget, communications, content marketing, corpcomm, corporate communication, goldfish, marcom, marcomm, marketing budget, marketing communications, media relations, pr, public relations

    The ‘goldfish attention span’ statistic is based on a report by Microsoft published in 2015 and never “never once mentions the magic eight-second number at all. It doesn’t mention goldfish either.” In other words, our brains do not have the attention span of goldfish.

  • Episode 77: It's the setbacks make a good business story, not the successes

    March 25th, 2025  |  2 mins 22 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

    Those who quit will never know how close they were to success, which is why it’s the setbacks, not the successes, that sow the seeds of a good business story

  • Episode 76: This report on sales messaging might turn B2B marketing upside down

    March 18th, 2025  |  9 mins 1 sec
    2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, pr, pr predictions, predictions, public relations

    Data analysis of 97.9 million sales messages sent by email shows talking about ‘pain points’ has an adverse effect on leads – and might set your deals back rather than advance them to the next stage

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    Episode 75: 3 Simple Tips for Getting Better Coverage of Your Surveys

    March 14th, 2025  |  5 mins 56 secs
    2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, pr, pr predictions, predictions, public relations

    The point of surveys is to discover things you didn’t know previously not to artificially create a conclusion that readers should buy your product

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    Episode 74: Demand generation marketers increasingly seeks to build trust

    March 11th, 2025  |  7 mins 13 secs
    2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, pr, pr predictions, predictions, public relations

    It’s good that trust is back in fashion for demand generation at the strategic level – but we’ve got to put those words into action across all marcom tactics too

  • Episode 73: It’s the Subscribed Audience! Marketing content is NOT the same thing as content marketing

    March 7th, 2025  |  16 mins 9 secs
    2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, pr, pr predictions, predictions, public relations

    3 statistics from the newest B2B Content Marketing Benchmarks, Budgets, and Trends report shows the “subscribed audience” is missing from most content marketing efforts

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    Episode 72: Is B2B marketing trying too hard?

    March 4th, 2025  |  6 mins 27 secs
    2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, pr, pr predictions, predictions, public relations

    It’s not that we need a new playbook, or a new idea, or new way of doing things; we need to execute on the tried-and-true fundamentals of marketing, communications and psychology.

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    Episode 71: Building a media list for PR is a strategic research process [contrarian view]

    February 25th, 2025  |  5 mins 46 secs
    2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, pr, pr predictions, predictions, public relations

    Building out a media list isn’t about adding names and emails to a spreadsheet – or pulling a list of reporters from a database – it’s about understanding the people you want to influence

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    Episode 70: The Basic Benefits and Drawbacks of Owned, Shared, Earned, and Paid Media

    February 21st, 2025  |  8 mins 16 secs
    2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, pr, pr predictions, predictions, public relations

    Understanding the unique characteristics of owned, shared, earned and paid media helps marketing and communications professionals consider how to weave these together to best execute an overall strategy

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    Episode 69: How can PR and communicators 'pitch' an LLM?

    February 18th, 2025  |  7 mins 14 secs
    2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, pr, pr predictions, predictions, public relations

    The fundamentals of comms still apply: know your audience, articulate a story, speak in plain language, answer specific questions

  • Episode 68: The claims PR pros sometimes make of relationships with journalists are mostly BS; here’s what actually matters

    February 11th, 2025  |  2 mins 59 secs
    2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, pr, pr predictions, predictions, public relations

    The question prospective clients and employers need to ask is: how do you earn coverage when you don’t have a relationship with a journalist?

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    Episode 67: What Makes Marketing and PR so Hard

    February 7th, 2025  |  1 min 15 secs
    2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, pr, pr predictions, predictions, public relations

    Hint: it has to do with factors beyond your control

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    Episode 66: Are LLMs becoming the new front page for public relations?

    February 3rd, 2025  |  4 mins 15 secs
    ai, artificial intelligence, b2b marketing, communications, content marketing, corpcomm, corporate communication, genai, generative ai, large language model, large language models, llm, llms, marcom, marcomm, marketing communications, media relations, pr, public relations

    Generative AI answers questions better than search; that’s changing behavior where Google was once the new front page it may be losing its influence to LLMs

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    Episode 65: The foundations of "storytelling" are universal across history and culture

    January 31st, 2025  |  5 mins 46 secs
    b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations, storytelling

    If you want to be effective at storytelling, there’s a successful structure and format that human beings across cultures have independently discovered – and it’s older than Yoda

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    Episode 64: Professional development ideas that PR and comms pros can start today

    January 28th, 2025  |  29 mins 13 secs
    2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, pr, pr predictions, predictions, public relations

    A PRSA survey last year suggested just 1 out of every 100 PR and comms professionals invest in their own professional development with any sort of cadence or frequency