Full text: https://www.swordandthescript.com/2022/01/false-consensus-effect/
","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":"Full text with links to the sources: https://www.swordandthescript.com/2024/09/b2b-decisions/
","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":"Full text with links to the underlying sources: https://www.swordandthescript.com/2024/09/influencers/
","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":"Full text: https://www.swordandthescript.com/2018/01/amplify-media-mention/
","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":"Full text + links: https://www.swordandthescript.com/2024/08/b2b-shrinkflation/
","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":"Full text: https://www.swordandthescript.com/2024/08/b2b-sales-cycles-grow-longer/
","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":"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/
","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":"Full text: https://www.swordandthescript.com/2024/08/creative-b2b-marketing/
","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":"Text version: https://www.swordandthescript.com/2024/08/verified-press-releases/
","summary":"New product features from GlobeNewswire and Prowly; Dow Jones sues Cision, mentions: Stagewell, Staffbase, TrueScope and Meltwater; farewell Hanson & 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":"Full text: https://www.swordandthescript.com/2024/07/trust-social-media/
","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":"Full text: https://www.swordandthescript.com/2024/07/pr-tips/
","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":"Full text of this post: https://www.swordandthescript.com/2024/07/b2b-marketing-statistics-2024/
","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":"Full text: https://www.swordandthescript.com/2024/07/journalism-statistics-pr/
","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":"Full text: https://www.swordandthescript.com/2024/07/farewell-burrelles-pr-tech-sum-56/
","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":"Text verison: https://www.swordandthescript.com/2024/06/wrong-b2b-marketing/
","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":"Full text: https://www.swordandthescript.com/2024/06/b2b-saas
","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":"Full text: https://www.swordandthescript.com/2024/06/internal-comms-tech/
","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":"Full post: https://www.swordandthescript.com/2024/06/burrelles-shutters/
","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":"Full text: https://www.swordandthescript.com/2024/06/b2b-marketing-struggle/
","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":"Full text: https://www.swordandthescript.com/2024/05/b2b-customer-marketing/
","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":"Full text: https://www.swordandthescript.com/2024/05/cmo-spending/
","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":"Full text: https://www.swordandthescript.com/2024/05/marketing-talent/
","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":"Full post: https://www.swordandthescript.com/2024/05/silence-pr-software/
","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":"Full post: https://www.swordandthescript.com/2024/04/5-percent-b2b-buyers/
","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":"Full post: https://www.swordandthescript.com/2024/04/marketing-b2b-software/
","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":"Full post: https://www.swordandthescript.com/2024/04/early-stage-startups-marketing/
","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":"Text version: https://www.swordandthescript.com/2024/04/personalization-webinar-benchmarks/
","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":"Full text: https://www.swordandthescript.com/2024/04/goodbye-haro/
","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":"Full post: https://www.swordandthescript.com/2024/03/b2b-thought-leadership-works/
","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":"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
","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":"Text version: https://www.swordandthescript.com/2024/03/b2b-marketing-respect/
","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":"Text version: https://www.swordandthescript.com/2024/03/marketing-experience/
","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":"Text version: https://www.swordandthescript.com/2024/02/profitable-growth/
","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":"Full post: https://www.swordandthescript.com/2024/02/reports-marketing-pr/
","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":"Full post: https://www.swordandthescript.com/2024/02/pr-media-placement/
","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":"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.
","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}]}]}