The B2B Marketing and PR podcast

Episode 42: CX and churn: marketing's struggle to make 10 different channels feel like a single experience

October 15th, 2024  |  5 mins 2 secs

b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations

B2B marketing today produces more stuff, for more channels, for longer sales cycles on smaller budgets – and B2B customers want a unified CX or they say they will churn

Episode 43: 3 credible benchmarks for planning B2B marketing budgets in 2025

October 11th, 2024  |  5 mins 1 sec

b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations

Several credible studies conducted in 2023 put the average benchmark for B2B marketing budgets at about 10% of revenue

Episode 41: Behavioral science tips for getting the sales team to use content marketing makes

October 10th, 2024  |  8 mins 42 secs

b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations

Your sales team is more likely to use the content B2B marketing products when it is presented by a high-performing peer in sales – rather than a sales leader or a product marketer.

Episode 40: PR Tech Sum No. 58: Generative AI inches along in public relations

October 8th, 2024  |  10 mins 13 secs

b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations

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The internet received similar levels of hype in 1999, receded with the dot-com bust and then came back with slow and steady progress; generative AI in public relations seems to be evolving in the same way

Episode 38: Most B2B marketing and PR professionals are not in direct contact with their customers

October 3rd, 2024  |  9 mins 40 secs

b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations

If B2B marketing writers aren’t in direct contact with customers in developing content, you are probably just making it all up

Episode 39: Solid advice for for building customer references in B2B tech

October 1st, 2024  |  14 mins 4 secs

b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations

The account management model most tech companies employ puts sales and marketing at odds over customer references

Episode 37: Audience identification is always the first step for all marketing and communications

September 26th, 2024  |  2 mins

Audience identification is the process of understanding an audience – their hopes, fears, motivations, influences, questions, problems and aspirations and the language they use to express all of those things.

Episode 35: 7 B2B marketing ideas that people in the trenches say are working in right now

September 24th, 2024  |  8 mins 9 secs

b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations

A renewed focus on customer relationships and B2B video content are among the most commonly cited aspects of marketing that those in the trenches say are yielding success

Episode 36: The false consensus effect: You are NOT your target audience

September 19th, 2024  |  2 mins 11 secs

b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations

“The FCE is a cognitive bias that causes people to think their values, beliefs, actions, knowledge, or personal preferences are more widespread throughout the general population, or in other individuals than they actually are.”

Episode 34: 10 personal ‘decisions drivers’ that individuals on B2B procurement teams consider

September 17th, 2024  |  7 mins 52 secs

b2b marketing, b2b sales, content marketing, corpcomm, dentsu, marcom, marcomm, marketing communications, marketing content, sale cycle, thought leadership

Business may be getting a tad personal as B2B buyers put “I feel safe signing a contract with them” at the top of their decision criteria

Episode 32: Influencers that turn off social media comments aren’t very influential, finds study

September 10th, 2024  |  9 mins 21 secs

b2b marketing, communications, content marketing, corpcomm, corporate communication, influencer marketing, influencers, marcom, marcomm, marketing communications, media relations, pr, public relations

This B2B marketing pitfall risks wasting your spend on influencers – and may have implications for social advertising, email marketing and even internal communications

Episode 33: After you earn news coverage, you should do these 12 things with your placement

September 6th, 2024  |  12 mins 30 secs

communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations

What you do with a mention in the media is every bit as important as getting it in the first place.

Episode 31: Is shrinkflation a thing in B2B SaaS? Maybe.

September 3rd, 2024  |  3 mins 48 secs

SaaS companies have slashed marketing budgets, effectively cutting off communications with customers; and now some are imposing harsh terms to protect margins at the expense of trust

Episode 29: How do marketing budget cuts affect the sales cycle?

August 27th, 2024  |  5 mins 8 secs

b2b, b2b marketing, b2b tech, content marketing, corpcomm, marcom, marcomm, marketing communications, media relations, public relations, tech marketing, technology marketing

When stories about budget cuts start trending, it’s only a matter of time before the stories about B2B sales cycles growing longer also emerge

Episode 30: The marketing person you replaced was probably a hot mess

August 21st, 2024  |  3 mins 45 secs

b2b, b2b marketing, b2b tech, content marketing, corpcomm, marcom, marcomm, marketing communications, media relations, public relations, tech marketing, technology marketing

Whether in the military or in business or in marketing, , who you’ve got in the dirt next to you counts for a whole lot more than the sum of individual skills

Episode 28: Here's a handful of creative B2B marketing ideas

August 21st, 2024  |  14 mins 20 secs

b2b, b2b marketing, b2b tech, content marketing, corpcomm, marcom, marcomm, marketing communications, media relations, public relations, tech marketing, technology marketing

Creativity is the one area of marketing that’s immune to budget cuts; the most creative B2B marketing ideas aren’t just “a video” but platforms of messaging and positioning