The B2B Marketing and PR podcast

Episode 53: A short, simple and specific case for more content, not less

November 22nd, 2024  |  2 mins 53 secs

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

Revving up the content engine takes some work. You are going to strike out. You are going to walk. But you’ll also wind up with a few home runs. That’s what people will remember.

Episode 51: A secret marketing and PR superpower that isn't another lesson from the election]

November 19th, 2024  |  3 mins 50 secs

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

If marketing and PR have a superpower its ability to train your mind to put what you think aside and look at things from your audience’s perspective

Episode 50: Why acquiring a trade publication (M&A) is a brilliant software marketing play

November 15th, 2024  |  8 mins 41 secs

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

3 reasons why Semrush acquiring Third Door Media is rock star content marketing play

Episode 49: News from PR software vendors is slowing [PR Tech Sum 59]

November 12th, 2024  |  8 mins 35 secs

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

Meltwater adds X / Twitter “resyndication rights”; Muck Rack pitches a “hit score” in it's latest release; mentions and recommended reading

Episode 47: Build marketing and PR programs rather than merely executing campaigns

November 5th, 2024  |  7 mins 21 secs

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

Marketing programs allow you to scale your efforts without stressing your team or sacrificing quality;
The fitness analogy fits here: when you first start going to the gym you can’t lift much, or run fast or far; but if you keep going, you can add more repetitions, weight and distance – and do it in less time

Episode 48: Financial analysts say marketing is an investment, not a cost

November 1st, 2024  |  5 mins 50 secs

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

90% of financial analysts surveyed think marketing spend should be CapEx rather than OpEx
Moving marketing off the income statement would instantly make businesses look more profitable – and then companies would think differently about marketing because it’s literally an “asset” on the balance sheet

Episode 45: Study finds B2B marketing is more reliant on gated content

October 29th, 2024  |  7 mins

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

Ebooks are the most popular form of gated content; they get passed around by buying committees and are often consumed 2 days after it’s downloaded

Episode 46: Why Semrush acquiring Third Door Media is rock star content marketing play

October 25th, 2024  |  9 mins 3 secs

aquisitions, b2b marketing, communications, content, content marketing, content strategy, corpcomm, corporate communication, m&a, marcom, marcomm, marketing communications, media relations, mergers, pr, public relations

Marketing leaders might be uneasy pitching an M&A for marketing purposes but having a precedent like this one is sure to help. If you see a trade publication in your niche that’s struggling, that could be a good opportunity.

Episode 44: A close look at the media monitoring section of Edelman’s report on generative AI for PR, marketing and comms

October 22nd, 2024  |  17 mins 45 secs

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

The PR firm says, “Generative AI has democratized access to insights, allowing non-technical users to engage with complex data sets through intuitive interfaces and natural language queries”

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.