The B2B Marketing and PR podcast

Episode 15: Marketing spending on paid media soars at the expense of talent, tech and agencies

June 17th, 2024  |  10 mins 29 secs

b2b marketing, chief marketing officer, cmo, cmos, marcom, marcomm, marketing, marketing budgets, marketing communications, marketing department, marketing leaders, marketing talent, vice president of marketing, vp of marketing

Gartner survey shows how B2B marketing leaders divvy up ‘anemic’ marketing budgets, which are at the lowest levels in four years

Episode 14: CMOs attribute success to marketing talent

June 17th, 2024  |  5 mins 28 secs

b2b marketing, chief marketing officer, cmo, cmos, marcom, marcomm, marketing, marketing communications, marketing department, marketing leaders, marketing talent, vice president of marketing, vp of marketing

A poll of 292 marketing leaders finds CMOs attribute success to marketing talent – and they are making the case that growth requires them to hire more

Episode 13: What does the silence in PR software speak? [PR Tech Sum 54]

May 10th, 2024  |  7 mins 45 secs

b2b marketing, boards of directors, communications, company boards, content marketing, corpcomm, corporate communication, leadership, marcom, marcomm, marketing communications, media relations, pr, public relations

It’s been pretty quiet this month in PR software; that’s starting to look like it’s going to be characteristic for the year

Episode 12: Only 5% of B2B buyers are in market today; but where did that statistic come from?

May 10th, 2024  |  6 mins 18 secs

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

Sometimes statistics shared on social media take on a life of their own – that’s a problem if we don’t understand the source and methodology; here’s the source on the “95:5 rule”

Episode 11: 3 marketing things successful B2B software companies do differently

May 10th, 2024  |  6 mins 28 secs

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

Study by Bain and Google finds that high-performing B2B software companies conduct marketing experiments, think about marketing measurement more and have brought more of martech skills back in-house

Episode 10: B2B tech startups don’t invest enough in marketing

May 10th, 2024  |  4 mins 40 secs

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

Those companies that are in the early stages of a startup building a product stand to gain “the greatest” valuation benefit from marketing

Episode 9: New webinar benchmarks and metrics for 2024

April 15th, 2024  |  11 mins 42 secs

b2b marketing, b2b webinars, content marketing, event marketing, landing pages, marcom, marcomm, marketing communications, on24, perosonalization, startup marketing, webinars

An analysis of the behavior of more than 30 million professionals across webinars, virtual events, content hubs and landing pages shows personalization improves performance

Episode 8: Ode to Help a Reporter Out -- Cision shutters the HARO brand

April 3rd, 2024  |  14 mins 24 secs

b2b marketing, communications, corpcomm, corporate communication, haro, help a reporter out, journalism, marcom, marcomm, marketing communications, media relations, pr, public relations, reporters, reporting

Top stories in today’s summary of PR news (PR Tech Sum #52): Cision shutters the HARO brand; Agility adds “Intelligent Insights”; PR tech company replaces employees with AI

Episode 7: Study: Why thought leadership works and why it doesn't

March 28th, 2024  |  11 mins 3 secs

b2b marketing, communications, content marketing, corpcomm, corporate communication, edelman, leadership, linkedin, marcom, marcomm, marketing communications, media relations, pr, public relations, thought leadership

Thought leadership benefits B2B marketing in so many ways – awareness, consideration and even customer retention – but it can have adverse effects when it’s under-resourced and turns out to be light on substance

Episode 6: 10 tips for better PR pitching results as media layoffs continue

March 21st, 2024  |  22 mins 50 secs

b2b marketing, boards of directors, communications, company boards, content marketing, corpcomm, corporate communication, leadership, marcom, marcomm, marketing communications, media relations, pr, public relations

Media relations still has the benefit of third-party validation, but earning coverage has never been harder; here are some creative ideas for building buzz

Episode 5: Does B2B marketing respect their prospects’ time?

March 21st, 2024  |  4 mins 32 secs

b2b marketing, boards of directors, communications, company boards, content marketing, corpcomm, corporate communication, leadership, marcom, marcomm, marketing communications, media relations, pr, public relations

Much of the content B2B marketing produces overpromises and underdelivers – and that seems most likely to happen when we consider company needs before customers

Episode 4: Board members with marketing experience improve shareholder returns

March 13th, 2024  |  6 mins 50 secs

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

Just 2.6% of boards have directors with marketing experience, but 100% have directors with finance experience

The effects are even more dramatic on companies experience declining growth and in need of a turnaround:

Episode 3: ‘Profitable growth’ is that it doesn’t scale like investors hope

March 7th, 2024  |  6 mins 24 secs

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

Research shows new customer acquisition rates are falling in SaaS at tech companies slash marketing to make a margin; high-growth tech companies can be profitable, or they can scale, but they cannot do both at the same time

Episode 2: Interesting takeaways from 3 reports on marketing and PR

March 6th, 2024  |  14 mins 1 sec

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

PR pitches earn a 45% open rate and a 3% response rate; the top metrics for marcom and PR by segment; Europe is more satisfied with PR agencies than the U.S.

Episode 1: You need a playbook for sharing media placements

March 6th, 2024  |  1 min 51 secs

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

Businesses want earned media because it brings third-party credibility, but earning it is just half of the value; you need a playbook for sharing a placement too

Introducing the B2B marketing and PR podcast

March 6th, 2024  |  1 min 26 secs

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

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