{"version":"https://jsonfeed.org/version/1","title":"The B2B Marketing and PR podcast","home_page_url":"https://b2b-marketing-pr.fireside.fm","feed_url":"https://b2b-marketing-pr.fireside.fm/json","description":"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. ","_fireside":{"subtitle":"Sword and the Script Media on audio ","pubdate":"2025-04-01T06:00:00.000-04:00","explicit":false,"owner":"Frank Strong","image":"https://media24.fireside.fm/file/fireside-images-2024/podcasts/images/e/eb8add9b-78c8-4156-aa8c-f3e26666f4da/cover.jpg?v=1"},"items":[{"id":"13de35fb-d0f8-4bfb-8a13-bb94ff08e194","title":"Episode 79: The surprising reason marketing leaders and CMOs get fired","url":"https://b2b-marketing-pr.fireside.fm/79","content_text":"Full text: https://www.swordandthescript.com/2025/03/marketing-leaders-get-fired/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2025/03/marketing-leaders-get-fired/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2025/03/marketing-leaders-get-fired/\u003c/a\u003e\u003c/p\u003e","summary":"Rather than measurement, the biggest reasons marketing leaders get fired tend to center around communication and collaboration","date_published":"2025-04-01T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/13de35fb-d0f8-4bfb-8a13-bb94ff08e194.mp3","mime_type":"audio/mpeg","size_in_bytes":5165332,"duration_in_seconds":267}]},{"id":"80f2817e-892f-4ef7-b5c9-9b21f2f38c8f","title":"Episode 78: That statistic that people have the attention span of a goldfish is probably a fabrication","url":"https://b2b-marketing-pr.fireside.fm/78","content_text":"Full text with links to the underlying resources: https://www.swordandthescript.com/2022/02/goldfish-attention-span/","content_html":"\u003cp\u003eFull text with links to the underlying resources: \u003ca href=\"https://www.swordandthescript.com/2022/02/goldfish-attention-span/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2022/02/goldfish-attention-span/\u003c/a\u003e\u003c/p\u003e","summary":"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. ","date_published":"2025-03-28T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/80f2817e-892f-4ef7-b5c9-9b21f2f38c8f.mp3","mime_type":"audio/mpeg","size_in_bytes":5268382,"duration_in_seconds":276}]},{"id":"2452d737-61b6-487f-94ed-4c4f40a835f6","title":"Episode 77: It's the setbacks make a good business story, not the successes","url":"https://b2b-marketing-pr.fireside.fm/77","content_text":"Full text of this post: https://www.swordandthescript.com/2025/03/makes-a-good-business-story/","content_html":"\u003cp\u003eFull text of this post: \u003ca href=\"https://www.swordandthescript.com/2025/03/makes-a-good-business-story/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2025/03/makes-a-good-business-story/\u003c/a\u003e\u003c/p\u003e","summary":"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  ","date_published":"2025-03-25T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/2452d737-61b6-487f-94ed-4c4f40a835f6.mp3","mime_type":"audio/mpeg","size_in_bytes":2735825,"duration_in_seconds":142}]},{"id":"fbc83894-08d2-4a5c-90b8-9876c6c77708","title":"Episode 76: This report on sales messaging might turn B2B marketing upside down","url":"https://b2b-marketing-pr.fireside.fm/76","content_text":"Full text with links to the underlying resources: https://www.swordandthescript.com/2025/03/sales-messaging/","content_html":"\u003cp\u003eFull text with links to the underlying resources: \u003ca href=\"https://www.swordandthescript.com/2025/03/sales-messaging/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2025/03/sales-messaging/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2025-03-18T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/fbc83894-08d2-4a5c-90b8-9876c6c77708.mp3","mime_type":"audio/mpeg","size_in_bytes":10417154,"duration_in_seconds":541}]},{"id":"41b2c7ab-3916-4056-98f5-ef28717a9ac7","title":"Episode 75: 3 Simple Tips for Getting Better Coverage of Your Surveys","url":"https://b2b-marketing-pr.fireside.fm/75","content_text":"Full text of this post: https://www.swordandthescript.com/2022/06/coverage-surveys/","content_html":"\u003cp\u003eFull text of this post: \u003ca href=\"https://www.swordandthescript.com/2022/06/coverage-surveys/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2022/06/coverage-surveys/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2025-03-14T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/41b2c7ab-3916-4056-98f5-ef28717a9ac7.mp3","mime_type":"audio/mpeg","size_in_bytes":6835579,"duration_in_seconds":356}]},{"id":"a5ff6a70-86f3-4c93-9408-8b98b2a18986","title":"Episode 74: Demand generation marketers increasingly seeks to build trust ","url":"https://b2b-marketing-pr.fireside.fm/74","content_text":"Full text with links to the underlying resources: https://www.swordandthescript.com/2025/03/demand-generation-build-trust/","content_html":"\u003cp\u003eFull text with links to the underlying resources: \u003ca href=\"https://www.swordandthescript.com/2025/03/demand-generation-build-trust/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2025/03/demand-generation-build-trust/\u003c/a\u003e\u003c/p\u003e","summary":"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  ","date_published":"2025-03-11T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/a5ff6a70-86f3-4c93-9408-8b98b2a18986.mp3","mime_type":"audio/mpeg","size_in_bytes":8486242,"duration_in_seconds":433}]},{"id":"7662577d-5653-43ca-8548-193139bbd653","title":"Episode 73: It’s the Subscribed Audience! Marketing content is NOT the same thing as content marketing","url":"https://b2b-marketing-pr.fireside.fm/73","content_text":"Full post with links to the underlying resources: https://www.swordandthescript.com/2022/11/subscribed-audience-content-marketing/","content_html":"\u003cp\u003eFull post with links to the underlying resources: \u003ca href=\"https://www.swordandthescript.com/2022/11/subscribed-audience-content-marketing/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2022/11/subscribed-audience-content-marketing/\u003c/a\u003e\u003c/p\u003e","summary":"3 statistics from the newest B2B Content Marketing Benchmarks, Budgets, and Trends report shows the “subscribed audience” is missing from most content marketing efforts","date_published":"2025-03-07T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/7662577d-5653-43ca-8548-193139bbd653.mp3","mime_type":"audio/mpeg","size_in_bytes":18856334,"duration_in_seconds":969}]},{"id":"28130d99-b78b-40b8-896e-2da4a7456888","title":"Episode 72:  Is B2B marketing trying too hard?","url":"https://b2b-marketing-pr.fireside.fm/72","content_text":"Full post with links to the underlying resources: https://www.swordandthescript.com/2025/02/b2b-marketing-tries-too-hard/","content_html":"\u003cp\u003eFull post with links to the underlying resources: \u003ca href=\"https://www.swordandthescript.com/2025/02/b2b-marketing-tries-too-hard/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2025/02/b2b-marketing-tries-too-hard/\u003c/a\u003e\u003c/p\u003e","summary":"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.","date_published":"2025-03-04T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/28130d99-b78b-40b8-896e-2da4a7456888.mp3","mime_type":"audio/mpeg","size_in_bytes":7485401,"duration_in_seconds":387}]},{"id":"1616aefb-cdb3-4cb3-b552-dc2d7d2ec4b7","title":"Episode 71: Building a media list for PR is a strategic research process [contrarian view]","url":"https://b2b-marketing-pr.fireside.fm/71","content_text":"Full text of this post with links to the sources cited:  https://www.swordandthescript.com/2025/02/building-media-list-pr/","content_html":"\u003cp\u003eFull text of this post with links to the sources cited:  \u003ca href=\"https://www.swordandthescript.com/2025/02/building-media-list-pr/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2025/02/building-media-list-pr/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2025-02-25T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/1616aefb-cdb3-4cb3-b552-dc2d7d2ec4b7.mp3","mime_type":"audio/mpeg","size_in_bytes":6820670,"duration_in_seconds":346}]},{"id":"a4163d7a-b254-4a22-9b17-be3832a697f7","title":"Episode 70: The Basic Benefits and Drawbacks of Owned, Shared, Earned, and Paid Media","url":"https://b2b-marketing-pr.fireside.fm/70","content_text":"Full text with links to underlying resources: https://www.swordandthescript.com/2023/01/owned-shared-earned-paid-media/","content_html":"\u003cp\u003eFull text with links to underlying resources: \u003ca href=\"https://www.swordandthescript.com/2023/01/owned-shared-earned-paid-media/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2023/01/owned-shared-earned-paid-media/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2025-02-21T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/a4163d7a-b254-4a22-9b17-be3832a697f7.mp3","mime_type":"audio/mpeg","size_in_bytes":9723646,"duration_in_seconds":496}]},{"id":"3e7f944b-c247-4c03-a82d-d9685ac666ac","title":"Episode 69: How can PR and communicators 'pitch' an LLM?","url":"https://b2b-marketing-pr.fireside.fm/69","content_text":"Full text of this post and links to the underlying resources: https://www.swordandthescript.com/2025/02/how-can-communicators-pitch-an-llm/","content_html":"\u003cp\u003eFull text of this post and links to the underlying resources: \u003ca href=\"https://www.swordandthescript.com/2025/02/how-can-communicators-pitch-an-llm/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2025/02/how-can-communicators-pitch-an-llm/\u003c/a\u003e\u003c/p\u003e","summary":"The fundamentals of comms still apply: know your audience, articulate a story, speak in plain language, answer specific questions ","date_published":"2025-02-18T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/3e7f944b-c247-4c03-a82d-d9685ac666ac.mp3","mime_type":"audio/mpeg","size_in_bytes":8456219,"duration_in_seconds":434}]},{"id":"d964bfe4-70b2-4671-b17b-002990fe2012","title":"Episode 68: The claims PR pros sometimes make of relationships with journalists are mostly BS; here’s what actually matters","url":"https://b2b-marketing-pr.fireside.fm/68","content_text":"Full text: https://www.swordandthescript.com/2025/02/relationships-with-journalists/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2025/02/relationships-with-journalists/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2025/02/relationships-with-journalists/\u003c/a\u003e\u003c/p\u003e","summary":"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?","date_published":"2025-02-11T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/d964bfe4-70b2-4671-b17b-002990fe2012.mp3","mime_type":"audio/mpeg","size_in_bytes":3434295,"duration_in_seconds":179}]},{"id":"0dbd4eac-8966-45e9-b299-58212900dae4","title":"Episode 67: What Makes Marketing and PR so Hard","url":"https://b2b-marketing-pr.fireside.fm/67","content_text":"Here's the tech version of this post: https://www.swordandthescript.com/2021/06/marketing-hard/","content_html":"\u003cp\u003eHere\u0026#39;s the tech version of this post: \u003ca href=\"https://www.swordandthescript.com/2021/06/marketing-hard/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2021/06/marketing-hard/\u003c/a\u003e\u003c/p\u003e","summary":"Hint: it has to do with factors beyond your control","date_published":"2025-02-07T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/0dbd4eac-8966-45e9-b299-58212900dae4.mp3","mime_type":"audio/mpeg","size_in_bytes":1491915,"duration_in_seconds":75}]},{"id":"4d543779-3d17-45a2-8227-25ef9ef760e0","title":"Episode 66: Are LLMs becoming the new front page for public relations?","url":"https://b2b-marketing-pr.fireside.fm/66","content_text":"Link to the text version: https://www.swordandthescript.com/2025/01/llms-new-front-page/","content_html":"\u003cp\u003eLink to the text version: \u003ca href=\"https://www.swordandthescript.com/2025/01/llms-new-front-page/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2025/01/llms-new-front-page/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2025-02-03T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/4d543779-3d17-45a2-8227-25ef9ef760e0.mp3","mime_type":"audio/mpeg","size_in_bytes":4827286,"duration_in_seconds":255}]},{"id":"d029a529-d7c7-4c7a-9ce4-9fc2291e6e89","title":"Episode 65: The foundations of \"storytelling\" are universal across history and culture","url":"https://b2b-marketing-pr.fireside.fm/65","content_text":"Text version with links to the underlying sources: https://www.swordandthescript.com/2023/05/b2b-marketing-storytelling/","content_html":"\u003cp\u003eText version with links to the underlying sources: \u003ca href=\"https://www.swordandthescript.com/2023/05/b2b-marketing-storytelling/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2023/05/b2b-marketing-storytelling/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2025-01-31T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/d029a529-d7c7-4c7a-9ce4-9fc2291e6e89.mp3","mime_type":"audio/mpeg","size_in_bytes":6547548,"duration_in_seconds":346}]},{"id":"bc577870-c9ca-4466-8132-6eedbb77af80","title":"Episode 64: Professional development ideas that PR and comms pros can start today","url":"https://b2b-marketing-pr.fireside.fm/64","content_text":"Full text: https://www.swordandthescript.com/2025/01/professional-development-pr-comms/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2025/01/professional-development-pr-comms/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2025/01/professional-development-pr-comms/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2025-01-28T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/bc577870-c9ca-4466-8132-6eedbb77af80.mp3","mime_type":"audio/mpeg","size_in_bytes":34319439,"duration_in_seconds":1753}]},{"id":"4ceecb00-c4fe-4bcd-be16-f99b60f4aec8","title":"Episode 63: Repurposing content does NOT mean regurgitate in Content Marketing","url":"https://b2b-marketing-pr.fireside.fm/63","content_text":"Full post: https://www.swordandthescript.com/2016/12/repurpose-content-marketing/","content_html":"\u003cp\u003eFull post: \u003ca href=\"https://www.swordandthescript.com/2016/12/repurpose-content-marketing/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2016/12/repurpose-content-marketing/\u003c/a\u003e\u003c/p\u003e","summary":"The key to repurposing in content marketing is to add value along the way. Weave in new data, commentary, or perspective from both inside and outside the organization.   Make it better with every iteration.","date_published":"2025-01-24T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/4ceecb00-c4fe-4bcd-be16-f99b60f4aec8.mp3","mime_type":"audio/mpeg","size_in_bytes":2891455,"duration_in_seconds":146}]},{"id":"e32e01ad-d82b-44b1-ba72-827563f25455","title":"Episode 62: Marketers that are capable of proving the value of B2B marketing tend to focus on holistic attribution over the long run","url":"https://b2b-marketing-pr.fireside.fm/62","content_text":"Link to the text verison of this post with links to the underlying resources cited: https://www.swordandthescript.com/2025/01/11-b2b-marketing-measurement-statistics-to-consider/","content_html":"\u003cp\u003eLink to the text verison of this post with links to the underlying resources cited: \u003ca href=\"https://www.swordandthescript.com/2025/01/11-b2b-marketing-measurement-statistics-to-consider/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2025/01/11-b2b-marketing-measurement-statistics-to-consider/\u003c/a\u003e\u003c/p\u003e","summary":"11 B2B marketing measurement statistics to consider from three different studies","date_published":"2025-01-21T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/e32e01ad-d82b-44b1-ba72-827563f25455.mp3","mime_type":"audio/mpeg","size_in_bytes":12579225,"duration_in_seconds":642}]},{"id":"3d40e175-eae9-4be5-8491-9f7bc4357cd4","title":"Episode 61: A simple measurement framework for marketing and comms that aligns you with the CFO","url":"https://b2b-marketing-pr.fireside.fm/61","content_text":"Full text with links to the underlying resources mentioned: https://www.swordandthescript.com/2025/01/marketing-comms-measurement/","content_html":"\u003cp\u003eFull text with links to the underlying resources mentioned: \u003ca href=\"https://www.swordandthescript.com/2025/01/marketing-comms-measurement/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2025/01/marketing-comms-measurement/\u003c/a\u003e\u003c/p\u003e","summary":"Metrics and measurement are crucial to proving value but they are also important for making a proper marcom diagnosis","date_published":"2025-01-14T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/3d40e175-eae9-4be5-8491-9f7bc4357cd4.mp3","mime_type":"audio/mpeg","size_in_bytes":21435167,"duration_in_seconds":1078}]},{"id":"23d17ab6-15ed-4c69-8b81-edc82b532088","title":"Episode 60: What staying \"on message\" really means","url":"https://b2b-marketing-pr.fireside.fm/60","content_text":"Full text: https://www.swordandthescript.com/2020/09/staying-on-message/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2020/09/staying-on-message/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2020/09/staying-on-message/\u003c/a\u003e\u003c/p\u003e","summary":"Staying “on message” is about staying on meaning. It’s not about word choice. There are many ways to say hello that carry the same message.","date_published":"2025-01-10T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/23d17ab6-15ed-4c69-8b81-edc82b532088.mp3","mime_type":"audio/mpeg","size_in_bytes":2698028,"duration_in_seconds":135}]},{"id":"480a2499-5ad6-4697-b195-b9d69f8fcc36","title":"Episode 59: Your response to negative business reviews count as much as the review Itself","url":"https://b2b-marketing-pr.fireside.fm/59","content_text":"Full text of this post and link to underlying resoruces: https://www.swordandthescript.com/2021/01/response-business-reviews/","content_html":"\u003cp\u003eFull text of this post and link to underlying resoruces: \u003ca href=\"https://www.swordandthescript.com/2021/01/response-business-reviews/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2021/01/response-business-reviews/\u003c/a\u003e\u003c/p\u003e","summary":"Respond to reviews with diplomacy; while you may not change the reviewer’s mind, it will have an impact on other customers that read it","date_published":"2024-12-20T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/480a2499-5ad6-4697-b195-b9d69f8fcc36.mp3","mime_type":"audio/mpeg","size_in_bytes":2331513,"duration_in_seconds":127}]},{"id":"f5175cea-45fb-485c-8db6-9c946bf9bbe7","title":"Episode 58: 38 marketing and comms predictions for 2025","url":"https://b2b-marketing-pr.fireside.fm/58","content_text":"Text version with links to underlying resources: https://www.swordandthescript.com/2024/12/marketing-comms-predictions-2025/","content_html":"\u003cp\u003eText version with links to underlying resources: \u003ca href=\"https://www.swordandthescript.com/2024/12/marketing-comms-predictions-2025/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/12/marketing-comms-predictions-2025/\u003c/a\u003e\u003c/p\u003e","summary":"If these predictions are any indication, there’s little consensus across marketing and PR about what will happen next year; exciting times are ahead","date_published":"2024-12-17T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/f5175cea-45fb-485c-8db6-9c946bf9bbe7.mp3","mime_type":"audio/mpeg","size_in_bytes":49587717,"duration_in_seconds":2771}]},{"id":"23184d97-4b24-4b5a-b278-95c97def7b3f","title":"Episode 57: Good job! Research finds complimenting your competitors in marketing can tip the scales of sales in your favor ","url":"https://b2b-marketing-pr.fireside.fm/57","content_text":"Full text: https://www.swordandthescript.com/2021/10/complimenting-competitors/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2021/10/complimenting-competitors/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2021/10/complimenting-competitors/\u003c/a\u003e\u003c/p\u003e","summary":"Research out the Fuqua School of Business involving 4,000 people finds complimenting competitors likely to tip buyers in your favor","date_published":"2024-12-13T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/23184d97-4b24-4b5a-b278-95c97def7b3f.mp3","mime_type":"audio/mpeg","size_in_bytes":5791192,"duration_in_seconds":312}]},{"id":"899d1c81-821f-4294-a461-2a746d6115b5","title":"Episode 56: PR Tech Sum 60: New products and problems across PR software land","url":"https://b2b-marketing-pr.fireside.fm/56","content_text":"Full text: https://www.swordandthescript.com/2024/12/pr-software-land/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/12/pr-software-land/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/12/pr-software-land/\u003c/a\u003e\u003c/p\u003e","summary":"Three PR software providers are getting a jump on the new year with AI-infused products for professional communicators; Bloomberg reports on more struggles for Cision  ","date_published":"2024-12-10T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/899d1c81-821f-4294-a461-2a746d6115b5.mp3","mime_type":"audio/mpeg","size_in_bytes":19768058,"duration_in_seconds":1065}]},{"id":"f104cd0a-5007-4cbf-8bc3-53db9b3a7fa8","title":"Episode 54: Surveys predict B2B marketing budgets will get a boost in 2025","url":"https://b2b-marketing-pr.fireside.fm/54","content_text":"Full text with links to underlying sources: https://www.swordandthescript.com/2024/11/predict-marketing-budgets/","content_html":"\u003cp\u003eFull text with links to underlying sources: \u003ca href=\"https://www.swordandthescript.com/2024/11/predict-marketing-budgets/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/11/predict-marketing-budgets/\u003c/a\u003e\u003c/p\u003e","summary":"Much of the “profit” in “profitable growth” came from the marketing budgets of tech organizations that didn’t grow this year; those in a financial position to fix this error are hastening to give their marketing team their budget back next year","date_published":"2024-12-03T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/f104cd0a-5007-4cbf-8bc3-53db9b3a7fa8.mp3","mime_type":"audio/mpeg","size_in_bytes":6368404,"duration_in_seconds":330}]},{"id":"e05b0c73-839e-4866-aca8-555ceca032ec","title":"Episode 55: Startups miss their biggest marketing and PR opportunity when terms of the deal are not disclosed","url":"https://b2b-marketing-pr.fireside.fm/55","content_text":"Full text: https://www.swordandthescript.com/2023/08/terms-of-the-deal/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2023/08/terms-of-the-deal/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2023/08/terms-of-the-deal/\u003c/a\u003e\u003c/p\u003e","summary":"Investors and executives that decline to disclose numbers in deal announcements like funding or M\u0026A are by extension denying their business a chance to capitalize on the biggest marketing opportunity they’ll ever have","date_published":"2024-11-29T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/e05b0c73-839e-4866-aca8-555ceca032ec.mp3","mime_type":"audio/mpeg","size_in_bytes":6045663,"duration_in_seconds":294}]},{"id":"553be830-5f10-4545-b606-c71f09d92266","title":"Episode 52: Brand PLUS demand marketing beats brand VERSUS demand","url":"https://b2b-marketing-pr.fireside.fm/52","content_text":"Full text with links to underlying resources: https://www.swordandthescript.com/2024/11/brand-versus-demand-marketing","content_html":"\u003cp\u003eFull text with links to underlying resources: \u003ca href=\"https://www.swordandthescript.com/2024/11/brand-versus-demand-marketing\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/11/brand-versus-demand-marketing\u003c/a\u003e\u003c/p\u003e","summary":"Brand prioritizes perception, demand prioritizes behavior; integrated marketing teams tend to have stronger cross-functional relationships, are more involved in strategy, and generally have larger budgets","date_published":"2024-11-26T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/553be830-5f10-4545-b606-c71f09d92266.mp3","mime_type":"audio/mpeg","size_in_bytes":8313087,"duration_in_seconds":443}]},{"id":"6d11ed37-0d78-4853-a3b7-8ce4e08140b6","title":"Episode 53: A short, simple and specific case for more content, not less","url":"https://b2b-marketing-pr.fireside.fm/53","content_text":"Full text: https://www.swordandthescript.com/2024/02/more-content-not-less/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/02/more-content-not-less/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/02/more-content-not-less/\u003c/a\u003e\u003c/p\u003e","summary":"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.","date_published":"2024-11-22T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/6d11ed37-0d78-4853-a3b7-8ce4e08140b6.mp3","mime_type":"audio/mpeg","size_in_bytes":3392150,"duration_in_seconds":173}]},{"id":"6a21f8c9-9456-41ae-857d-345b31da0094","title":"Episode 51: A secret marketing and PR superpower that isn't another lesson from the election]","url":"https://b2b-marketing-pr.fireside.fm/51","content_text":"Full text with links to underlying resources: https://www.swordandthescript.com/2024/11/marketing-and-pr-superpower","content_html":"\u003cp\u003eFull text with links to underlying resources: \u003ca href=\"https://www.swordandthescript.com/2024/11/marketing-and-pr-superpower\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/11/marketing-and-pr-superpower\u003c/a\u003e\u003c/p\u003e","summary":"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\r\n","date_published":"2024-11-19T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/6a21f8c9-9456-41ae-857d-345b31da0094.mp3","mime_type":"audio/mpeg","size_in_bytes":4603983,"duration_in_seconds":230}]},{"id":"cb88b260-bd96-4e52-a61b-ff8a2894393e","title":"Episode 50: Why acquiring a trade publication (M\u0026A) is a brilliant software marketing play","url":"https://b2b-marketing-pr.fireside.fm/50","content_text":"Full text with links to the underlying sources: https://customerthink.com/3-reasons-why-semrush-acquiring-third-door-media-is-rock-star-content-marketing-play/","content_html":"\u003cp\u003eFull text with links to the underlying sources: \u003ca href=\"https://customerthink.com/3-reasons-why-semrush-acquiring-third-door-media-is-rock-star-content-marketing-play/\" rel=\"nofollow\"\u003ehttps://customerthink.com/3-reasons-why-semrush-acquiring-third-door-media-is-rock-star-content-marketing-play/\u003c/a\u003e\u003c/p\u003e","summary":"3 reasons why Semrush acquiring Third Door Media is rock star content marketing play\r\n","date_published":"2024-11-15T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/cb88b260-bd96-4e52-a61b-ff8a2894393e.mp3","mime_type":"audio/mpeg","size_in_bytes":10324016,"duration_in_seconds":521}]},{"id":"be7dc142-7122-458e-be44-3cd4531a50e4","title":"Episode 49: News from PR software vendors is slowing [PR Tech Sum 59]","url":"https://b2b-marketing-pr.fireside.fm/49","content_text":"Full text with links to underlying sources: https://www.swordandthescript.com/2024/11/pr-software-slowing/","content_html":"\u003cp\u003eFull text with links to underlying sources: \u003ca href=\"https://www.swordandthescript.com/2024/11/pr-software-slowing/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/11/pr-software-slowing/\u003c/a\u003e\u003c/p\u003e","summary":"Meltwater adds X / Twitter “resyndication rights”; Muck Rack pitches a “hit score” in it's latest release; mentions and recommended reading","date_published":"2024-11-12T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/be7dc142-7122-458e-be44-3cd4531a50e4.mp3","mime_type":"audio/mpeg","size_in_bytes":10124018,"duration_in_seconds":515}]},{"id":"cc3920ed-ef63-4e4c-a2a5-11a0341422aa","title":"Episode 47: Build marketing and PR programs rather than merely executing campaigns","url":"https://b2b-marketing-pr.fireside.fm/47","content_text":"Full text: https://www.swordandthescript.com/2024/10/marketing-programs/ ","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/10/marketing-programs/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/10/marketing-programs/\u003c/a\u003e \u003c/p\u003e","summary":"Marketing programs allow you to scale your efforts without stressing your team or sacrificing quality;\r\nThe 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","date_published":"2024-11-05T06:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/cc3920ed-ef63-4e4c-a2a5-11a0341422aa.mp3","mime_type":"audio/mpeg","size_in_bytes":8709105,"duration_in_seconds":441}]},{"id":"720443a3-e01e-48c0-ac12-c04becb4286d","title":"Episode 48: Financial analysts say marketing is an investment, not a cost","url":"https://b2b-marketing-pr.fireside.fm/48","content_text":"Full text with links to the underlying resource: https://www.swordandthescript.com/2020/03/marketing-and-pr-budget/","content_html":"\u003cp\u003eFull text with links to the underlying resource: \u003ca href=\"https://www.swordandthescript.com/2020/03/marketing-and-pr-budget/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2020/03/marketing-and-pr-budget/\u003c/a\u003e\u003c/p\u003e","summary":"90% of financial analysts surveyed think marketing spend should be CapEx rather than OpEx\r\nMoving 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","date_published":"2024-11-01T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/720443a3-e01e-48c0-ac12-c04becb4286d.mp3","mime_type":"audio/mpeg","size_in_bytes":7187670,"duration_in_seconds":350}]},{"id":"cb16aa60-5e26-44b6-9130-ad4c26b73b50","title":"Episode 45: Study finds B2B marketing is more reliant on gated content","url":"https://b2b-marketing-pr.fireside.fm/45","content_text":"Full text with links to the underlying resources: https://www.swordandthescript.com/2024/10/marketing-gated-content/","content_html":"\u003cp\u003eFull text with links to the underlying resources: \u003ca href=\"https://www.swordandthescript.com/2024/10/marketing-gated-content/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/10/marketing-gated-content/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2024-10-29T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/cb16aa60-5e26-44b6-9130-ad4c26b73b50.mp3","mime_type":"audio/mpeg","size_in_bytes":8653128,"duration_in_seconds":420}]},{"id":"97ce521b-2e8b-44f2-ab5f-b068ba06145f","title":"Episode 46: Why Semrush acquiring Third Door Media is rock star content marketing play","url":"https://b2b-marketing-pr.fireside.fm/46","content_text":"Full text with links to the underlying sources mentioned: https://customerthink.com/3-reasons-why-semrush-acquiring-third-door-media-is-rock-star-content-marketing-play/","content_html":"\u003cp\u003eFull text with links to the underlying sources mentioned: \u003ca href=\"https://customerthink.com/3-reasons-why-semrush-acquiring-third-door-media-is-rock-star-content-marketing-play/\" rel=\"nofollow\"\u003ehttps://customerthink.com/3-reasons-why-semrush-acquiring-third-door-media-is-rock-star-content-marketing-play/\u003c/a\u003e\u003c/p\u003e","summary":"Marketing leaders might be uneasy pitching an M\u0026A 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.","date_published":"2024-10-25T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/97ce521b-2e8b-44f2-ab5f-b068ba06145f.mp3","mime_type":"audio/mpeg","size_in_bytes":10824459,"duration_in_seconds":543}]},{"id":"29f9a40c-2b4b-4d9d-b7c4-906c4bf284c7","title":"Episode 44: A close look at the media monitoring section of Edelman’s report on generative AI for PR, marketing and comms","url":"https://b2b-marketing-pr.fireside.fm/44","content_text":"Full text with links to the underlying resources: https://www.swordandthescript.com/2024/10/edelman-generative-ai/","content_html":"\u003cp\u003eFull text with links to the underlying resources: \u003ca href=\"https://www.swordandthescript.com/2024/10/edelman-generative-ai/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/10/edelman-generative-ai/\u003c/a\u003e\u003c/p\u003e","summary":"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”\r\n","date_published":"2024-10-22T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/29f9a40c-2b4b-4d9d-b7c4-906c4bf284c7.mp3","mime_type":"audio/mpeg","size_in_bytes":21594549,"duration_in_seconds":1065}]},{"id":"ccd3427f-3b50-48d8-aee2-72e7005c8b5c","title":"Episode 42: CX and churn: marketing's struggle to make 10 different channels feel like a single experience","url":"https://b2b-marketing-pr.fireside.fm/42","content_text":"Full text with links to the underlying resoruces mentioned: https://www.swordandthescript.com/2024/10/cx-churn/","content_html":"\u003cp\u003eFull text with links to the underlying resoruces mentioned: \u003ca href=\"https://www.swordandthescript.com/2024/10/cx-churn/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/10/cx-churn/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2024-10-15T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/ccd3427f-3b50-48d8-aee2-72e7005c8b5c.mp3","mime_type":"audio/mpeg","size_in_bytes":5833008,"duration_in_seconds":302}]},{"id":"eea03ae1-de5d-41ae-b5c4-792be1006e75","title":"Episode 43: 3 credible benchmarks for planning B2B marketing budgets in 2025","url":"https://b2b-marketing-pr.fireside.fm/43","content_text":"Full text with links to the mentioned resources: https://www.swordandthescript.com/2023/10/b2b-marketing-budget-as-a-percentage-of-revenue/","content_html":"\u003cp\u003eFull text with links to the mentioned resources: \u003ca href=\"https://www.swordandthescript.com/2023/10/b2b-marketing-budget-as-a-percentage-of-revenue/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2023/10/b2b-marketing-budget-as-a-percentage-of-revenue/\u003c/a\u003e\u003c/p\u003e","summary":"Several credible studies conducted in 2023 put the average benchmark for B2B marketing budgets at about 10% of revenue","date_published":"2024-10-11T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/eea03ae1-de5d-41ae-b5c4-792be1006e75.mp3","mime_type":"audio/mpeg","size_in_bytes":6131905,"duration_in_seconds":301}]},{"id":"5c10370b-60fd-417c-86bb-45d5736b9793","title":"Episode 41: Behavioral science tips for getting the sales team to use content marketing makes","url":"https://b2b-marketing-pr.fireside.fm/41","content_text":"Full text of this post with links to the underlying resources: https://www.swordandthescript.com/2023/05/b2b-marketing-sales-team/","content_html":"\u003cp\u003eFull text of this post with links to the underlying resources: \u003ca href=\"https://www.swordandthescript.com/2023/05/b2b-marketing-sales-team/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2023/05/b2b-marketing-sales-team/\u003c/a\u003e\u003c/p\u003e","summary":"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.","date_published":"2024-10-10T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/5c10370b-60fd-417c-86bb-45d5736b9793.mp3","mime_type":"audio/mpeg","size_in_bytes":10170583,"duration_in_seconds":522}]},{"id":"4336a7ce-4653-463f-95c8-2d0520eda731","title":"Episode 40: PR Tech Sum No. 58: Generative AI inches along in public relations ","url":"https://b2b-marketing-pr.fireside.fm/40","content_text":"Full text with links to resources mentioned: https://www.swordandthescript.com/2024/10/generative-ai-public-relations/","content_html":"\u003cp\u003eFull text with links to resources mentioned: \u003ca href=\"https://www.swordandthescript.com/2024/10/generative-ai-public-relations/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/10/generative-ai-public-relations/\u003c/a\u003e\u003c/p\u003e","summary":"Tweet\r\nShare\r\nPin\r\nShare\r\nThe 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","date_published":"2024-10-08T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/4336a7ce-4653-463f-95c8-2d0520eda731.mp3","mime_type":"audio/mpeg","size_in_bytes":12177037,"duration_in_seconds":613}]},{"id":"3248adc5-6f78-4cd1-90fd-f54517d1cbce","title":"Episode 38: Most B2B marketing and PR professionals are not in direct contact with their customers","url":"https://b2b-marketing-pr.fireside.fm/38","content_text":"Full text: https://www.swordandthescript.com/2021/06/b2b-marketing-writers/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2021/06/b2b-marketing-writers/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2021/06/b2b-marketing-writers/\u003c/a\u003e\u003c/p\u003e","summary":"If B2B marketing writers aren’t in direct contact with customers in developing content, you are probably just making it all up","date_published":"2024-10-03T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/3248adc5-6f78-4cd1-90fd-f54517d1cbce.mp3","mime_type":"audio/mpeg","size_in_bytes":10609605,"duration_in_seconds":580}]},{"id":"4ed05449-514e-4238-9e0f-05503dfcbaa3","title":"Episode 39: Solid advice for for building customer references in B2B tech","url":"https://b2b-marketing-pr.fireside.fm/39","content_text":"Full text: https://www.swordandthescript.com/2024/09/customer-references/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/09/customer-references/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/09/customer-references/\u003c/a\u003e\u003c/p\u003e","summary":"The account management model most tech companies employ puts sales and marketing at odds over customer references ","date_published":"2024-10-01T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/4ed05449-514e-4238-9e0f-05503dfcbaa3.mp3","mime_type":"audio/mpeg","size_in_bytes":16384812,"duration_in_seconds":844}]},{"id":"f1efe59d-0888-4018-abde-63597f37df2e","title":"Episode 37: Audience identification is always the first step for all marketing and communications","url":"https://b2b-marketing-pr.fireside.fm/37","content_text":"Full text: https://www.swordandthescript.com/2023/09/audience-identification/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2023/09/audience-identification/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2023/09/audience-identification/\u003c/a\u003e\u003c/p\u003e","summary":"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.","date_published":"2024-09-26T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/f1efe59d-0888-4018-abde-63597f37df2e.mp3","mime_type":"audio/mpeg","size_in_bytes":2227556,"duration_in_seconds":120}]},{"id":"67a0524b-0fd4-45dd-8f6a-0c8fea63d692","title":"Episode 35: 7 B2B marketing ideas that people in the trenches say are working in right now","url":"https://b2b-marketing-pr.fireside.fm/35","content_text":"Full text: https://www.swordandthescript.com/2024/09/ideas-b2b-marketing/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/09/ideas-b2b-marketing/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/09/ideas-b2b-marketing/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2024-09-24T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/67a0524b-0fd4-45dd-8f6a-0c8fea63d692.mp3","mime_type":"audio/mpeg","size_in_bytes":9400708,"duration_in_seconds":489}]},{"id":"1c9203db-7663-414d-ba5a-df891305433f","title":"Episode 36: The false consensus effect: You are NOT your target audience ","url":"https://b2b-marketing-pr.fireside.fm/36","content_text":"Full text: https://www.swordandthescript.com/2022/01/false-consensus-effect/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2022/01/false-consensus-effect/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2022/01/false-consensus-effect/\u003c/a\u003e\u003c/p\u003e","summary":"“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.”","date_published":"2024-09-19T12:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/1c9203db-7663-414d-ba5a-df891305433f.mp3","mime_type":"audio/mpeg","size_in_bytes":2432828,"duration_in_seconds":131}]},{"id":"d891c5da-af7b-4c49-b0e9-d37f892c67d3","title":"Episode 34:  10 personal ‘decisions drivers’ that individuals on B2B procurement teams consider","url":"https://b2b-marketing-pr.fireside.fm/34","content_text":"Full text with links to the sources: https://www.swordandthescript.com/2024/09/b2b-decisions/","content_html":"\u003cp\u003eFull text with links to the sources: \u003ca href=\"https://www.swordandthescript.com/2024/09/b2b-decisions/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/09/b2b-decisions/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2024-09-17T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/d891c5da-af7b-4c49-b0e9-d37f892c67d3.mp3","mime_type":"audio/mpeg","size_in_bytes":8967629,"duration_in_seconds":472}]},{"id":"3df83fa0-b641-4f25-bacc-c850a6dfb409","title":"Episode 32: Influencers that turn off social media comments aren’t very influential, finds study  ","url":"https://b2b-marketing-pr.fireside.fm/32","content_text":"Full text with links to the underlying sources: https://www.swordandthescript.com/2024/09/influencers/","content_html":"\u003cp\u003eFull text with links to the underlying sources: \u003ca href=\"https://www.swordandthescript.com/2024/09/influencers/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/09/influencers/\u003c/a\u003e\u003c/p\u003e","summary":"This B2B marketing pitfall risks wasting your spend on influencers – and may have implications for social advertising, email marketing and even internal communications","date_published":"2024-09-10T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/3df83fa0-b641-4f25-bacc-c850a6dfb409.mp3","mime_type":"audio/mpeg","size_in_bytes":10357224,"duration_in_seconds":561}]},{"id":"e7b83141-2791-48de-a787-ac0d3deb3b97","title":"Episode 33: After you earn news coverage, you should do these 12 things with your placement","url":"https://b2b-marketing-pr.fireside.fm/33","content_text":"Full text: https://www.swordandthescript.com/2018/01/amplify-media-mention/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2018/01/amplify-media-mention/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2018/01/amplify-media-mention/\u003c/a\u003e\u003c/p\u003e","summary":"What you do with a mention in the media is every bit as important as getting it in the first place.\r\n","date_published":"2024-09-06T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/e7b83141-2791-48de-a787-ac0d3deb3b97.mp3","mime_type":"audio/mpeg","size_in_bytes":14061246,"duration_in_seconds":750}]},{"id":"1e32faee-621c-4f80-b35e-fbfe1b5f820a","title":"Episode 31: Is shrinkflation a thing in B2B SaaS? Maybe.","url":"https://b2b-marketing-pr.fireside.fm/31","content_text":"Full text + links: https://www.swordandthescript.com/2024/08/b2b-shrinkflation/","content_html":"\u003cp\u003eFull text + links: \u003ca href=\"https://www.swordandthescript.com/2024/08/b2b-shrinkflation/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/08/b2b-shrinkflation/\u003c/a\u003e\u003c/p\u003e","summary":"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 ","date_published":"2024-09-03T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/1e32faee-621c-4f80-b35e-fbfe1b5f820a.mp3","mime_type":"audio/mpeg","size_in_bytes":4320601,"duration_in_seconds":228}]},{"id":"4bb0a903-e1a9-42a6-abb2-b0e121f1d9c3","title":"Episode 29: How do marketing budget cuts affect the sales cycle?","url":"https://b2b-marketing-pr.fireside.fm/29","content_text":"Full text: https://www.swordandthescript.com/2024/08/b2b-sales-cycles-grow-longer/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/08/b2b-sales-cycles-grow-longer/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/08/b2b-sales-cycles-grow-longer/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2024-08-27T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/4bb0a903-e1a9-42a6-abb2-b0e121f1d9c3.mp3","mime_type":"audio/mpeg","size_in_bytes":5687583,"duration_in_seconds":308}]},{"id":"5058689f-ff16-4d7e-8985-beb698f0fdfa","title":"Episode 30: The marketing person you replaced was probably a hot mess","url":"https://b2b-marketing-pr.fireside.fm/30","content_text":"Six months into a year-long tour in 2007, the unit I was supporting in Iraq, was going home – but not before a short period of overlap with the replacements.\n\nThat period lasted one or two weeks, providing for a multifaceted process the military calls a “relief in place” and a “transfer of authority.”  This was done so the troops leaving, could show the troops coming in, how to get things done safely.\n\nWhen the last aircraft, carrying the last members of the original unit, finally went wheels up, and the new unit took charge, one thing became clear:  the new guys thought the guys that just left were a hot mess.  Things were about to change.  At least that’s what they said.\n\nWhen it was my turn to leave, six more months later, those changes were barely perceptible.  Of course, there were tweaks, as every unit has its own way of doing things, but by far and large, the conditions eventually led the new unit to the same conclusions the old unit had reached.  Things were pretty much the same.\n\nWhen I think back across the 20+ years I wore a military uniform, I have to laugh because vignettes like this were a frequent occurrence.  Whether peace or war, whether an entire unit or just the commander, as soon as the baton was passed, the allegations of how the old unit did just about everything wrong began to mount.\n\nYet, this sort of organizational behavior isn’t limited to just the military.  We see it in business, government and non-profits too.  In marketing, it’s become the CMO playbook.  The last CMO was a train wreck and therefore a) we need to fire an agency; b) initiate a restructuring; and c) launch a re-branding.\n\nI’ve observed this phenomenon dozens of times in a variety of organizations and roles.  Though my data is at best anecdotal, I’d venture to say, that in six or 12 months, the new line of thinking usually travels 359 degrees and winds up shockingly close to the previous line.\n\nAs they say, the more things change, the more they stay the same.\n\nThe problem with this is that it places a tremendous amount of unnecessary stress and churn on an organization.  Consequently, the front door of the office begins to revolve, and the business suffers both hard and soft costs.  Research suggests it can cost 1.5x to 3x the salary to replace an employee – and it may never be able to replace institutional knowledge.\n\nThis all goes to show the incredible responsibility organizations face in building the right team. 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.\n\nFul post (oldie but a goodie): https://www.swordandthescript.com/2017/02/marketing-predecessor/","content_html":"\u003cp\u003eSix months into a year-long tour in 2007, the unit I was supporting in Iraq, was going home – but not before a short period of overlap with the replacements.\u003c/p\u003e\n\n\u003cp\u003eThat period lasted one or two weeks, providing for a multifaceted process the military calls a “relief in place” and a “transfer of authority.”  This was done so the troops leaving, could show the troops coming in, how to get things done safely.\u003c/p\u003e\n\n\u003cp\u003eWhen the last aircraft, carrying the last members of the original unit, finally went wheels up, and the new unit took charge, one thing became clear:  the new guys thought the guys that just left were a hot mess.  Things were about to change.  At least that’s what they said.\u003c/p\u003e\n\n\u003cp\u003eWhen it was my turn to leave, six more months later, those changes were barely perceptible.  Of course, there were tweaks, as every unit has its own way of doing things, but by far and large, the conditions eventually led the new unit to the same conclusions the old unit had reached.  Things were pretty much the same.\u003c/p\u003e\n\n\u003cp\u003eWhen I think back across the 20+ years I wore a military uniform, I have to laugh because vignettes like this were a frequent occurrence.  Whether peace or war, whether an entire unit or just the commander, as soon as the baton was passed, the allegations of how the old unit did just about everything wrong began to mount.\u003c/p\u003e\n\n\u003cp\u003eYet, this sort of organizational behavior isn’t limited to just the military.  We see it in business, government and non-profits too.  In marketing, it’s become the CMO playbook.  The last CMO was a train wreck and therefore a) we need to fire an agency; b) initiate a restructuring; and c) launch a re-branding.\u003c/p\u003e\n\n\u003cp\u003eI’ve observed this phenomenon dozens of times in a variety of organizations and roles.  Though my data is at best anecdotal, I’d venture to say, that in six or 12 months, the new line of thinking usually travels 359 degrees and winds up shockingly close to the previous line.\u003c/p\u003e\n\n\u003cp\u003eAs they say, the more things change, the more they stay the same.\u003c/p\u003e\n\n\u003cp\u003eThe problem with this is that it places a tremendous amount of unnecessary stress and churn on an organization.  Consequently, the front door of the office begins to revolve, and the business suffers both hard and soft costs.  Research suggests it can cost 1.5x to 3x the salary to replace an employee – and it may never be able to replace institutional knowledge.\u003c/p\u003e\n\n\u003cp\u003eThis all goes to show the incredible responsibility organizations face in building the right team. 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.\u003c/p\u003e\n\n\u003cp\u003eFul post (oldie but a goodie): \u003ca href=\"https://www.swordandthescript.com/2017/02/marketing-predecessor/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2017/02/marketing-predecessor/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2024-08-21T14:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/5058689f-ff16-4d7e-8985-beb698f0fdfa.mp3","mime_type":"audio/mpeg","size_in_bytes":4177995,"duration_in_seconds":225}]},{"id":"6fb3aa9a-c349-441b-8258-ccd7c47674ff","title":"Episode 28: Here's a handful of creative B2B marketing ideas","url":"https://b2b-marketing-pr.fireside.fm/28","content_text":"Full text: https://www.swordandthescript.com/2024/08/creative-b2b-marketing/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/08/creative-b2b-marketing/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/08/creative-b2b-marketing/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2024-08-21T14:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/6fb3aa9a-c349-441b-8258-ccd7c47674ff.mp3","mime_type":"audio/mpeg","size_in_bytes":15635048,"duration_in_seconds":860}]},{"id":"ce8350a4-e13f-4714-9ad2-3d29bc06b3b2","title":"Episode 27: Do we need verified badges for press releases? ","url":"https://b2b-marketing-pr.fireside.fm/27","content_text":"Text version: https://www.swordandthescript.com/2024/08/verified-press-releases/","content_html":"\u003cp\u003eText version: \u003ca href=\"https://www.swordandthescript.com/2024/08/verified-press-releases/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/08/verified-press-releases/\u003c/a\u003e\u003c/p\u003e","summary":"New product features from GlobeNewswire and Prowly; Dow Jones sues Cision, mentions: Stagewell, Staffbase, TrueScope and Meltwater; farewell Hanson \u0026 Hunt","date_published":"2024-08-21T13:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/ce8350a4-e13f-4714-9ad2-3d29bc06b3b2.mp3","mime_type":"audio/mpeg","size_in_bytes":10661573,"duration_in_seconds":680}]},{"id":"5e98a321-9b88-4e84-98cb-f48e5aeef47c","title":"Episode 26: PR professionals say consumers trust social media more than traditional news","url":"https://b2b-marketing-pr.fireside.fm/26","content_text":"Full text: https://www.swordandthescript.com/2024/07/trust-social-media/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/07/trust-social-media/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/07/trust-social-media/\u003c/a\u003e\u003c/p\u003e","summary":"News coverage fuels social media; but increasingly, social media fuels the news; shaping opinion on social media boils down to authenticity, experience and customer service","date_published":"2024-08-06T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/5e98a321-9b88-4e84-98cb-f48e5aeef47c.mp3","mime_type":"audio/mpeg","size_in_bytes":8879160,"duration_in_seconds":481}]},{"id":"c979d189-5bfb-41e3-82f3-63e522ba0f37","title":"Episode 25: PR tips from a current analysis of 400,000 pitches and 4,000+ reporters","url":"https://b2b-marketing-pr.fireside.fm/25","content_text":"Full text: https://www.swordandthescript.com/2024/07/pr-tips/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/07/pr-tips/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/07/pr-tips/\u003c/a\u003e\u003c/p\u003e","summary":"Three reports, including behavioral data from 400,000 pitches and two surveys of thousands of reporters, offer a bunch of pragmatic PR tips for pitching the media\r\n","date_published":"2024-07-30T15:30:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/c979d189-5bfb-41e3-82f3-63e522ba0f37.mp3","mime_type":"audio/mpeg","size_in_bytes":15617619,"duration_in_seconds":782}]},{"id":"265fd7e6-b4de-41f1-9274-4f2e2994583c","title":"Episode 24: B2B marketing statistics that sum up 2024 so far","url":"https://b2b-marketing-pr.fireside.fm/24","content_text":"Full text of this post: https://www.swordandthescript.com/2024/07/b2b-marketing-statistics-2024/","content_html":"\u003cp\u003eFull text of this post: \u003ca href=\"https://www.swordandthescript.com/2024/07/b2b-marketing-statistics-2024/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/07/b2b-marketing-statistics-2024/\u003c/a\u003e\u003c/p\u003e","summary":"Statistics show most B2B marketing shops are spending paltry budgets on performance marketing and customer marketing as the economy works through its sluggishness ","date_published":"2024-07-23T15:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/265fd7e6-b4de-41f1-9274-4f2e2994583c.mp3","mime_type":"audio/mpeg","size_in_bytes":15830267,"duration_in_seconds":813}]},{"id":"988a2722-5367-4d75-890e-4abe29f64d09","title":"Episode 23: Journalism statistics from a survey of 3,000 reporters that PR pros ought to know","url":"https://b2b-marketing-pr.fireside.fm/23","content_text":"Full text: https://www.swordandthescript.com/2024/07/journalism-statistics-pr/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/07/journalism-statistics-pr/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/07/journalism-statistics-pr/\u003c/a\u003e\u003c/p\u003e","summary":"Media coverage is harder to obtain, but journalists are open and candid about what they need – which can make a difference for those PR pros who are willing to listen","date_published":"2024-07-16T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/988a2722-5367-4d75-890e-4abe29f64d09.mp3","mime_type":"audio/mpeg","size_in_bytes":12272943,"duration_in_seconds":633}]},{"id":"974f901a-dd07-4f7f-a213-f08b59103372","title":"Episode 22: Farewell, Burrelles [PR Tech Sum 56]","url":"https://b2b-marketing-pr.fireside.fm/22","content_text":"Full text: https://www.swordandthescript.com/2024/07/farewell-burrelles-pr-tech-sum-56/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/07/farewell-burrelles-pr-tech-sum-56/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/07/farewell-burrelles-pr-tech-sum-56/\u003c/a\u003e\u003c/p\u003e","summary":"Burrelles bigs farewell to print media monitoring; PRophet adds Google AI models; Meltwater announces new AI features ","date_published":"2024-07-09T11:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/974f901a-dd07-4f7f-a213-f08b59103372.mp3","mime_type":"audio/mpeg","size_in_bytes":17160179,"duration_in_seconds":863}]},{"id":"07d07b16-c19c-42df-af97-1c2c076f5e68","title":"Episode 21: Many discussions in B2B marketing begin with: “You’re doing it wrong”","url":"https://b2b-marketing-pr.fireside.fm/21","content_text":"Text verison: https://www.swordandthescript.com/2024/06/wrong-b2b-marketing/","content_html":"\u003cp\u003eText verison: \u003ca href=\"https://www.swordandthescript.com/2024/06/wrong-b2b-marketing/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/06/wrong-b2b-marketing/\u003c/a\u003e\u003c/p\u003e","summary":"And that means maybe some of the struggles in B2B marketing, especially in tech, might be from the seeds of our own cultivation","date_published":"2024-07-09T10:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/07d07b16-c19c-42df-af97-1c2c076f5e68.mp3","mime_type":"audio/mpeg","size_in_bytes":6031359,"duration_in_seconds":312}]},{"id":"7dab5012-2003-467a-be96-9962c7c052fd","title":"Episode 20: Explaining why the B2B SaaS sector is sluggish right now","url":"https://b2b-marketing-pr.fireside.fm/20","content_text":"Full text: https://www.swordandthescript.com/2024/06/b2b-saas","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/06/b2b-saas\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/06/b2b-saas\u003c/a\u003e\u003c/p\u003e","summary":"Too many B2B SaaS companies got bloated with ‘bad fit customers’ under a mandate of ‘growth at all costs’ – along with other macro-economic trends complicating sales and marketing for the tech sector","date_published":"2024-06-21T06:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/7dab5012-2003-467a-be96-9962c7c052fd.mp3","mime_type":"audio/mpeg","size_in_bytes":17885725,"duration_in_seconds":900}]},{"id":"0abb33e2-0df8-491b-b40a-de964c41042c","title":"Episode 18: PR Tech Sum 55: Will 2024 be a good year for internal comms?","url":"https://b2b-marketing-pr.fireside.fm/18","content_text":"Full text: https://www.swordandthescript.com/2024/06/internal-comms-tech/ ","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/06/internal-comms-tech/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/06/internal-comms-tech/\u003c/a\u003e \u003c/p\u003e","summary":"Staffbase launches beta for new internal comms tool; Muck Rack team up with Shankman; Agility PR Solutions parent touts LLM deal with “big tech”","date_published":"2024-06-17T17:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/0abb33e2-0df8-491b-b40a-de964c41042c.mp3","mime_type":"audio/mpeg","size_in_bytes":15267852,"duration_in_seconds":768}]},{"id":"d11ead0a-f87c-44fc-9c2c-aee37b472a3d","title":"Episode 19: Exclusive: Burrelles to “exit the media monitoring business” after 130 years; ","url":"https://b2b-marketing-pr.fireside.fm/19","content_text":"Full post: https://www.swordandthescript.com/2024/06/burrelles-shutters/","content_html":"\u003cp\u003eFull post: \u003ca href=\"https://www.swordandthescript.com/2024/06/burrelles-shutters/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/06/burrelles-shutters/\u003c/a\u003e\u003c/p\u003e","summary":"Burrelles President Cathy Del Colle says the company aims to keep some services open; existing Burrelles customers may choose to transfer media monitoring services to Agility PR Solutions; ","date_published":"2024-06-17T17:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/d11ead0a-f87c-44fc-9c2c-aee37b472a3d.mp3","mime_type":"audio/mpeg","size_in_bytes":14252637,"duration_in_seconds":708}]},{"id":"d08c6448-50c1-4a67-9cf3-12b24b575ff9","title":"Episode 17: The struggle to be different in B2B marketing ","url":"https://b2b-marketing-pr.fireside.fm/17","content_text":"Full text: https://www.swordandthescript.com/2024/06/b2b-marketing-struggle/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/06/b2b-marketing-struggle/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/06/b2b-marketing-struggle/\u003c/a\u003e\u003c/p\u003e","summary":"Striking a wine glass with a fork will silence a crowded room better than shouting because the noise is different, not because it’s louder.","date_published":"2024-06-17T16:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/d08c6448-50c1-4a67-9cf3-12b24b575ff9.mp3","mime_type":"audio/mpeg","size_in_bytes":2304099,"duration_in_seconds":112}]},{"id":"fdec1420-d1f8-4ba9-853d-3639fceee1fc","title":"Episode 16: Two surveys show why B2B tech needs to work on their customer marketing efforts","url":"https://b2b-marketing-pr.fireside.fm/16","content_text":"Full text: https://www.swordandthescript.com/2024/05/b2b-customer-marketing/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/05/b2b-customer-marketing/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/05/b2b-customer-marketing/\u003c/a\u003e\u003c/p\u003e","summary":"Most B2B tech companies aim to improve customer retention this year, putting a renewed focus on building sustainable customer marketing teams that contribute to retention, and more importantly, measurable growth;","date_published":"2024-06-17T16:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/fdec1420-d1f8-4ba9-853d-3639fceee1fc.mp3","mime_type":"audio/mpeg","size_in_bytes":7973014,"duration_in_seconds":402}]},{"id":"55a3f9f2-9aa9-44f9-bd0f-d5762b89f506","title":"Episode 15: Marketing spending on paid media soars at the expense of talent, tech and agencies","url":"https://b2b-marketing-pr.fireside.fm/15","content_text":"Full text: https://www.swordandthescript.com/2024/05/cmo-spending/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/05/cmo-spending/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/05/cmo-spending/\u003c/a\u003e\u003c/p\u003e","summary":"Gartner survey shows how B2B marketing leaders divvy up ‘anemic’ marketing budgets, which are at the lowest levels in four years","date_published":"2024-06-17T16:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/55a3f9f2-9aa9-44f9-bd0f-d5762b89f506.mp3","mime_type":"audio/mpeg","size_in_bytes":12496986,"duration_in_seconds":629}]},{"id":"4306fdd7-cc03-43f2-9fe5-736ce1c87572","title":"Episode 14: CMOs attribute success to marketing talent","url":"https://b2b-marketing-pr.fireside.fm/14","content_text":"Full text: https://www.swordandthescript.com/2024/05/marketing-talent/","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/05/marketing-talent/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/05/marketing-talent/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2024-06-17T16:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/4306fdd7-cc03-43f2-9fe5-736ce1c87572.mp3","mime_type":"audio/mpeg","size_in_bytes":6577729,"duration_in_seconds":328}]},{"id":"6e53efb4-5977-4263-af13-83db08bf2fa6","title":"Episode 13: What does the silence in PR software speak? [PR Tech Sum 54]","url":"https://b2b-marketing-pr.fireside.fm/13","content_text":"Full post: https://www.swordandthescript.com/2024/05/silence-pr-software/","content_html":"\u003cp\u003eFull post: \u003ca href=\"https://www.swordandthescript.com/2024/05/silence-pr-software/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/05/silence-pr-software/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2024-05-10T14:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/6e53efb4-5977-4263-af13-83db08bf2fa6.mp3","mime_type":"audio/mpeg","size_in_bytes":9022900,"duration_in_seconds":465}]},{"id":"552e1e49-a8aa-41e6-ab49-4362f4f6134b","title":"Episode 12: Only 5% of B2B buyers are in market today; but where did that statistic come from?","url":"https://b2b-marketing-pr.fireside.fm/12","content_text":"Full post: https://www.swordandthescript.com/2024/04/5-percent-b2b-buyers/","content_html":"\u003cp\u003eFull post: \u003ca href=\"https://www.swordandthescript.com/2024/04/5-percent-b2b-buyers/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/04/5-percent-b2b-buyers/\u003c/a\u003e\u003c/p\u003e","summary":"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” ","date_published":"2024-05-10T14:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/552e1e49-a8aa-41e6-ab49-4362f4f6134b.mp3","mime_type":"audio/mpeg","size_in_bytes":11420011,"duration_in_seconds":378}]},{"id":"a6d8a737-7b3b-4330-a194-cb8e5766e09e","title":"Episode 11: 3 marketing things successful B2B software companies do differently ","url":"https://b2b-marketing-pr.fireside.fm/11","content_text":"Full post: https://www.swordandthescript.com/2024/04/marketing-b2b-software/","content_html":"\u003cp\u003eFull post: \u003ca href=\"https://www.swordandthescript.com/2024/04/marketing-b2b-software/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/04/marketing-b2b-software/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2024-05-10T13:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/a6d8a737-7b3b-4330-a194-cb8e5766e09e.mp3","mime_type":"audio/mpeg","size_in_bytes":7736060,"duration_in_seconds":388}]},{"id":"bec221ce-93d9-4e24-b4c3-c768f0d57033","title":"Episode 10: B2B tech startups don’t invest enough in marketing","url":"https://b2b-marketing-pr.fireside.fm/10","content_text":"Full post: https://www.swordandthescript.com/2024/04/early-stage-startups-marketing/","content_html":"\u003cp\u003eFull post: \u003ca href=\"https://www.swordandthescript.com/2024/04/early-stage-startups-marketing/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/04/early-stage-startups-marketing/\u003c/a\u003e\u003c/p\u003e","summary":"Those companies that are in the early stages of a startup building a product stand to gain “the greatest” valuation benefit from marketing","date_published":"2024-05-10T13:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/bec221ce-93d9-4e24-b4c3-c768f0d57033.mp3","mime_type":"audio/mpeg","size_in_bytes":5399406,"duration_in_seconds":280}]},{"id":"e6faac11-13a4-4191-b4be-348c3bb58415","title":"Episode 9: New webinar benchmarks and metrics for 2024","url":"https://b2b-marketing-pr.fireside.fm/9","content_text":"Text version: https://www.swordandthescript.com/2024/04/personalization-webinar-benchmarks/","content_html":"\u003cp\u003eText version: \u003ca href=\"https://www.swordandthescript.com/2024/04/personalization-webinar-benchmarks/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/04/personalization-webinar-benchmarks/\u003c/a\u003e\u003c/p\u003e","summary":"An analysis of the behavior of more than 30 million professionals across webinars, virtual events, content hubs and landing pages shows personalization improves performance","date_published":"2024-04-15T13:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/e6faac11-13a4-4191-b4be-348c3bb58415.mp3","mime_type":"audio/mpeg","size_in_bytes":14642419,"duration_in_seconds":702}]},{"id":"20e50fb0-6a14-4bdb-8964-c4ecdbdbbf5b","title":"Episode 8: Ode to Help a Reporter Out  -- Cision shutters the HARO brand","url":"https://b2b-marketing-pr.fireside.fm/8","content_text":"Full text: https://www.swordandthescript.com/2024/04/goodbye-haro/ ","content_html":"\u003cp\u003eFull text: \u003ca href=\"https://www.swordandthescript.com/2024/04/goodbye-haro/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/04/goodbye-haro/\u003c/a\u003e \u003c/p\u003e","summary":"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","date_published":"2024-04-03T17:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/20e50fb0-6a14-4bdb-8964-c4ecdbdbbf5b.mp3","mime_type":"audio/mpeg","size_in_bytes":16612478,"duration_in_seconds":864}]},{"id":"2ce3f100-6b49-44c2-bfa3-86071c7f8149","title":"Episode 7: Study: Why thought leadership works and why it doesn't","url":"https://b2b-marketing-pr.fireside.fm/7","content_text":"Full post: https://www.swordandthescript.com/2024/03/b2b-thought-leadership-works/","content_html":"\u003cp\u003eFull post: \u003ca href=\"https://www.swordandthescript.com/2024/03/b2b-thought-leadership-works/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/03/b2b-thought-leadership-works/\u003c/a\u003e\u003c/p\u003e","summary":"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\r\n","date_published":"2024-03-28T14:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/2ce3f100-6b49-44c2-bfa3-86071c7f8149.mp3","mime_type":"audio/mpeg","size_in_bytes":12201581,"duration_in_seconds":663}]},{"id":"75d58a73-2382-4db1-a535-72ead45ef422","title":"Episode 6: 10 tips for better PR pitching results as media layoffs continue  ","url":"https://b2b-marketing-pr.fireside.fm/6","content_text":"This peice was first published as a guest post I submitted to Spin Suck and was published here: https://spinsucks.com/communication/pr-pitching/ \n\nThe conversation on PR Explored can be found here: https://www.youtube.com/watch?v=FBsuJnJ87X0","content_html":"\u003cp\u003eThis peice was first published as a guest post I submitted to Spin Suck and was published here: \u003ca href=\"https://spinsucks.com/communication/pr-pitching/\" rel=\"nofollow\"\u003ehttps://spinsucks.com/communication/pr-pitching/\u003c/a\u003e \u003c/p\u003e\n\n\u003cp\u003eThe conversation on PR Explored can be found here: \u003ca href=\"https://www.youtube.com/watch?v=FBsuJnJ87X0\" rel=\"nofollow\"\u003ehttps://www.youtube.com/watch?v=FBsuJnJ87X0\u003c/a\u003e\u003c/p\u003e","summary":"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 ","date_published":"2024-03-21T16:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/75d58a73-2382-4db1-a535-72ead45ef422.mp3","mime_type":"audio/mpeg","size_in_bytes":24689918,"duration_in_seconds":1370}]},{"id":"47e0e058-59de-4254-ac3d-796d7b3ed42b","title":"Episode 5: Does B2B marketing respect their prospects’ time?","url":"https://b2b-marketing-pr.fireside.fm/5","content_text":"Text version: https://www.swordandthescript.com/2024/03/b2b-marketing-respect/","content_html":"\u003cp\u003eText version: \u003ca href=\"https://www.swordandthescript.com/2024/03/b2b-marketing-respect/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/03/b2b-marketing-respect/\u003c/a\u003e\u003c/p\u003e","summary":"Much of the content B2B marketing produces overpromises and underdelivers – and that seems most likely to happen when we consider company needs before customers","date_published":"2024-03-21T15:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/47e0e058-59de-4254-ac3d-796d7b3ed42b.mp3","mime_type":"audio/mpeg","size_in_bytes":5178669,"duration_in_seconds":272}]},{"id":"8948caf1-d38e-4f8c-bc5f-00489c17be3c","title":"Episode 4: Board members with marketing experience improve shareholder returns","url":"https://b2b-marketing-pr.fireside.fm/4","content_text":"Text version: https://www.swordandthescript.com/2024/03/marketing-experience/","content_html":"\u003cp\u003eText version: \u003ca href=\"https://www.swordandthescript.com/2024/03/marketing-experience/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/03/marketing-experience/\u003c/a\u003e\u003c/p\u003e","summary":"Just 2.6% of boards have directors with marketing experience, but 100% have directors with finance experience\r\n\r\nThe effects are even more dramatic on companies experience declining growth and in need of a turnaround:","date_published":"2024-03-13T14:00:00.000-04:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/8948caf1-d38e-4f8c-bc5f-00489c17be3c.mp3","mime_type":"audio/mpeg","size_in_bytes":7508732,"duration_in_seconds":410}]},{"id":"f0a272b9-f0d5-4326-b9df-2651e4e71acf","title":"Episode 3: ‘Profitable growth’ is that it doesn’t scale like investors hope","url":"https://b2b-marketing-pr.fireside.fm/3","content_text":"Text version: https://www.swordandthescript.com/2024/02/profitable-growth/","content_html":"\u003cp\u003eText version: \u003ca href=\"https://www.swordandthescript.com/2024/02/profitable-growth/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/02/profitable-growth/\u003c/a\u003e\u003c/p\u003e","summary":"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","date_published":"2024-03-07T14:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/f0a272b9-f0d5-4326-b9df-2651e4e71acf.mp3","mime_type":"audio/mpeg","size_in_bytes":6999998,"duration_in_seconds":384}]},{"id":"f981ec53-927e-4c55-ae27-63874ca989c3","title":"Episode 2: Interesting takeaways from 3 reports on marketing and PR","url":"https://b2b-marketing-pr.fireside.fm/2","content_text":"Full post: https://www.swordandthescript.com/2024/02/reports-marketing-pr/","content_html":"\u003cp\u003eFull post: \u003ca href=\"https://www.swordandthescript.com/2024/02/reports-marketing-pr/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/02/reports-marketing-pr/\u003c/a\u003e\u003c/p\u003e","summary":"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.","date_published":"2024-03-06T15:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/f981ec53-927e-4c55-ae27-63874ca989c3.mp3","mime_type":"audio/mpeg","size_in_bytes":14891709,"duration_in_seconds":841}]},{"id":"ca42ea4d-06ca-4dc3-89fa-b6c528c239db","title":"Episode 1: You need a playbook for sharing media placements","url":"https://b2b-marketing-pr.fireside.fm/1","content_text":"Full post: https://www.swordandthescript.com/2024/02/pr-media-placement/ ","content_html":"\u003cp\u003eFull post: \u003ca href=\"https://www.swordandthescript.com/2024/02/pr-media-placement/\" rel=\"nofollow\"\u003ehttps://www.swordandthescript.com/2024/02/pr-media-placement/\u003c/a\u003e \u003c/p\u003e","summary":"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\r\n","date_published":"2024-03-06T15:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/ca42ea4d-06ca-4dc3-89fa-b6c528c239db.mp3","mime_type":"audio/mpeg","size_in_bytes":2056761,"duration_in_seconds":111}]},{"id":"983f055b-8b07-411a-94f7-81848bc5c3b8","title":"Introducing the B2B marketing and PR podcast","url":"https://b2b-marketing-pr.fireside.fm/teaser","content_text":"This teaser explains the podcast concept -- an audio companion to the blog Sword and the Script Media, which covers PR, markeitng and social media - mostly from a B2B perspective. ","content_html":"\u003cp\u003eThis teaser explains the podcast concept -- an audio companion to the blog \u003ca href=\"https://www.swordandthescript.com/\" rel=\"nofollow\"\u003eSword and the Script Media\u003c/a\u003e, which covers PR, markeitng and social media - mostly from a B2B perspective. \u003c/p\u003e","summary":"Sword and the Script Media on Audio","date_published":"2024-03-06T14:00:00.000-05:00","attachments":[{"url":"https://aphid.fireside.fm/d/1437767933/eb8add9b-78c8-4156-aa8c-f3e26666f4da/983f055b-8b07-411a-94f7-81848bc5c3b8.mp3","mime_type":"audio/mpeg","size_in_bytes":1922377,"duration_in_seconds":86}]}]}