The B2B Marketing and PR podcast
Sword and the Script Media on audio
About the show
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.
Episodes
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Episode 63: Repurposing content does NOT mean regurgitate in Content Marketing
January 24th, 2025 | 2 mins 26 secs
2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, pr, pr predictions, predictions, public relations
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.
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Episode 62: Marketers that are capable of proving the value of B2B marketing tend to focus on holistic attribution over the long run
January 21st, 2025 | 10 mins 42 secs
2025 budgets, b2b marketing, b2b marketing budget, budget, comms measurement, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing measurement, measurement, media relations, pr, pr measurement, public relations
11 B2B marketing measurement statistics to consider from three different studies
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Episode 61: A simple measurement framework for marketing and comms that aligns you with the CFO
January 14th, 2025 | 17 mins 58 secs
2025 budgets, b2b marketing, b2b marketing budget, budget, comms measurement, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing measurement, measurement, media relations, pr, pr measurement, public relations
Metrics and measurement are crucial to proving value but they are also important for making a proper marcom diagnosis
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Episode 60: What staying "on message" really means
January 10th, 2025 | 2 mins 15 secs
2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, pr, pr predictions, predictions, public relations
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.
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Episode 59: Your response to negative business reviews count as much as the review Itself
December 20th, 2024 | 2 mins 7 secs
2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, negative business reviews, negative reviews, pr, pr predictions, predictions, public relations
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
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Episode 58: 38 marketing and comms predictions for 2025
December 17th, 2024 | 46 mins 11 secs
2025 budgets, 2025 predictions, b2b marketing, b2b marketing budget, budget, communicaitons predictions, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, marketing predicitons, media relations, pr, pr predictions, predictions, public relations
If these predictions are any indication, there’s little consensus across marketing and PR about what will happen next year; exciting times are ahead
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Episode 57: Good job! Research finds complimenting your competitors in marketing can tip the scales of sales in your favor
December 13th, 2024 | 5 mins 12 secs
b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations
Research out the Fuqua School of Business involving 4,000 people finds complimenting competitors likely to tip buyers in your favor
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Episode 56: PR Tech Sum 60: New products and problems across PR software land
December 10th, 2024 | 17 mins 45 secs
comms tech, commstech, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, pr software, pr tech, pr technology, public relations, public relations sofware
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
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Episode 54: Surveys predict B2B marketing budgets will get a boost in 2025
December 3rd, 2024 | 5 mins 30 secs
2025 budgets, b2b marketing, b2b marketing budget, budget, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing budget, marketing communications, media relations, pr, public relations
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
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Episode 55: Startups miss their biggest marketing and PR opportunity when terms of the deal are not disclosed
November 29th, 2024 | 4 mins 54 secs
b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations
Investors and executives that decline to disclose numbers in deal announcements like funding or M&A are by extension denying their business a chance to capitalize on the biggest marketing opportunity they’ll ever have
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Episode 52: Brand PLUS demand marketing beats brand VERSUS demand
November 26th, 2024 | 7 mins 23 secs
b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations
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
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Episode 53: A short, simple and specific case for more content, not less
November 22nd, 2024 | 2 mins 53 secs
b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations
Revving up the content engine takes some work. You are going to strike out. You are going to walk. But you’ll also wind up with a few home runs. That’s what people will remember.
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Episode 51: A secret marketing and PR superpower that isn't another lesson from the election]
November 19th, 2024 | 3 mins 50 secs
b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations
If marketing and PR have a superpower its ability to train your mind to put what you think aside and look at things from your audience’s perspective
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Episode 50: Why acquiring a trade publication (M&A) is a brilliant software marketing play
November 15th, 2024 | 8 mins 41 secs
b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations
3 reasons why Semrush acquiring Third Door Media is rock star content marketing play
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Episode 49: News from PR software vendors is slowing [PR Tech Sum 59]
November 12th, 2024 | 8 mins 35 secs
b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations
Meltwater adds X / Twitter “resyndication rights”; Muck Rack pitches a “hit score” in it's latest release; mentions and recommended reading
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Episode 47: Build marketing and PR programs rather than merely executing campaigns
November 5th, 2024 | 7 mins 21 secs
b2b marketing, communications, content marketing, corpcomm, corporate communication, marcom, marcomm, marketing communications, media relations, pr, public relations
Marketing programs allow you to scale your efforts without stressing your team or sacrificing quality;
The fitness analogy fits here: when you first start going to the gym you can’t lift much, or run fast or far; but if you keep going, you can add more repetitions, weight and distance – and do it in less time