Sword and the Script

JULY 20, 2021

Some B2B tech companies, especially in early stages, are eager to make a splash in their respective markets. B2B tech companies are on the right track by investing in their marketing at launch, but in order for that marketing to be effective, they need to build a full content funnel for each stage of the buyer’s journey.

B2B 171

B2B Company Marketing SEO 171

Cision

NOVEMBER 7, 2017

Leveraging everything we know about how the paid media advertising world works, the dedicated team of engineers, developers, and product managers have developed proprietary tracking technology that tags earned media content. Demographics (B2C) and Firmographics (B2B). Conversion — Measure downstream activity and business impact.

Measurement 0

Measurement Media B2C B2B 0

ImPRessions - Crenshaw Communications

DECEMBER 21, 2021

2021 saw emerging platforms that B2B brands were eyeing to for their marketing plans, and some may have been missteps. B2B companies should be actively working to strengthen relationships with their current customers by creating well-crafted, and timely curated content that’s relevant to their audience. . Overlooking Facebook .

Social Media 323

Social Media B2B Media Video 323

Sword and the Script

AUGUST 13, 2024

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 B2B marketing isn’t known for creativity. Important, the five creative B2B marketing ideas below aren’t just a single video or ad as is often the case.

Creativity 99

Creativity B2B Examples Marketing 99

ImPRessions - Crenshaw Communications

MAY 1, 2018

Bylined content helps establish a B2B executive as an industry expert or brand voice, and it’s also a strong way to boost SEO for an individual or company. Within a thought leadership campaign, B2B bylines should offer value to the reader. In general, a thought leadership piece is not an advertisement. Don’t be commercial.

B2B 147

B2B Leadership Customer Service eBook 147

ImPRessions - Crenshaw Communications

SEPTEMBER 14, 2021

Among PR teams, LinkedIn is the go-to social media platform for B2B executives for driving positive visibility and thought leadership. Odds are that B2B executives already know who their ideal target is, so the next step is to focus on the content that attracts them. If you’ve spoken at industry conferences, upload the video.

LinkedIn 421

LinkedIn Nonprofit Leadership B2B 421

Sword and the Script

APRIL 30, 2024

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” Only 5% of B2B prospects that vendors are trying to reach are in the market for a product. By contrast, 95% are not in the market currently.

B2B 125

B2B Marketing Advertising Advertising 125

B2B PR Sense

JANUARY 5, 2018

When it comes down to it, PR can be far less expensive than advertising and offer more benefits. B2B PR in particular creates a patina of thought leadership and generates interest and awareness. How to Pick the Right B2B PR Agency For You. How to Score in B2B Media Relations. Myth #4: PR is just advertising.

Crisis Management 238

Crisis Management B2B Reputation Advertising 238

ImPRessions - Crenshaw Communications

OCTOBER 11, 2023

As B2B PR specialists, our team has helped adtech, data and cybersecurity brands like SOCi, MediaRadar, Lotame, National Cybersecurity Alliance (NCA), and Digital Remedy seize news opportunities. They found a striking decline of nearly 40% in CNN’s ad revenue, capturing significant attention within the media and advertising industry.

Brand 323

Brand Branding eBook Advertising 323

Sword and the Script

APRIL 27, 2021

Paid – any form of sponsorship or advertising. When I pitch this to clients and prospects in B2B marketing , I’ll often present it in a linear graphic like this: Why am I so keen on owned media first? The post Priorities of B2B Marketing: Owned, Shared, Earned, Paid – in that Order appeared first on Sword and the Script.

B2B 148

B2B Marketing Content Marketing Course 148

Contently - Strategy

APRIL 19, 2021

At first glance, TikTok’s audience, which skews younger, may not seem like the ideal place for a B2B brand. Now comes the big question: Should B2B brands use TikTok? The platform isn’t saturated with advertising, but many B2C companies are already active. It depends. Embrace emotional targeting. Teach us (quickly).

B2B 138

B2B Brand Branding B2C 138

ImPRessions - Crenshaw Communications

JANUARY 5, 2024

To engage younger audiences on these platforms, she expects B2B marketers will be taking lessons from their B2C peers. Chris is watching how X continues to shed advertisers – driven in part by the spread of misinformation on the platform. Media professionals will be turning to more specialized platforms to assist in their work.

Trends 333

Trends Industry Government Data 333

Cision

APRIL 5, 2016

According to the 2016 Content Marketing Benchmark Report by the Content Marketing Institute, the top three paid advertising methods used by B2B marketers to promote/distribute content are: Search Engine Marketing (66 percent); Print or Other Offline Promotion (57 percent); Traditional Online Banner Ads (55 percent). That is staggering.

Advertising 120

Advertising Advertising Facebook B2C 120

Sword and the Script

OCTOBER 13, 2020

The most effective blogs in B2B marketing tend to publish longer posts, more frequently, with visuals, paid distribution and analytical measurement Blogging doesn’t have the appeal that voice search, personalization or influencer marketing do in B2B marketing, but when it’s done right, it’s surely effective, according to a new study.

B2B 145

B2B Study Blogging Survey 145

Sword and the Script

SEPTEMBER 3, 2024

This B2B marketing pitfall risks wasting your spend on influencers – and may have implications for social advertising, email marketing and even internal communications The use of influencers is on the rise in B2B marketing. If you pick your influencers correctly, you can accelerate awareness and leadgen.

Social Media 150

Social Media Study B2B Media 150

ImPRessions - Crenshaw Communications

JULY 10, 2020

While this may not seem like a must-listen for most PR pros, it’s very useful for anyone in B2B tech. Launched in 2016, Adweek Yeah, That’s Probably an Ad features co-hosts David Griner and Ko Im debating the highs and lows of creativity, advertising, marketing, media and technology. Adweek Yeah, That’s Probably an Ad.

Sports 332

Sports Radio Retail Advertising 332

Agility PR Solutions

JANUARY 7, 2024

It’s the most effective form of advertising, and coupled with a solid content strategy, no TV or Facebook ad can even compare.’ ’ Influence is surely taking the lead today in the B2B space through influencer marketing.

B2B 113

B2B Brand Branding Marketing 113

Prohibition

SEPTEMBER 3, 2023

Meta gives advertisers access to influencer’s activity Meta’s Ad Library is a powerful tool that allows advertisers to look at what other brands and competitors are doing from a paid social perspective. Its new introduction, sees advertisers able to see influencer branded content.

Advertising 116

Advertising Advertising Social Media SMB 116

ImPRessions - Crenshaw Communications

FEBRUARY 9, 2021

But for B2B companies — particularly in the technology space — sometimes the best way to get in front of a key audience isn’t just with trade and business press, but through industry analyst reports that influence media and customers. With that in mind, here are a few things B2B companies need to know when it comes to AR.

Wireless 309

Wireless B2B Report Media Relations 309

ImPRessions - Crenshaw Communications

MAY 18, 2021

As many PR agency teams know, our work can be highly specialized, particularly in B2B public relations. From programmatic advertising to first- and third-party data, there are many hot topics and only so many gatekeepers for the stories we want to tell. . What better way to see which companies in the industry are the most recognized?

Advertising 322

Advertising Advertising Privacy Television 322

Cision

NOVEMBER 2, 2015

Last week, I attended MarketingProfs B2B Forum, a place specifically geared to educate business-to-business marketers. I decided to compile five of the best quotes from the forum for some B2B marketing inspiration. There were many great speakers who shared gems of information.

B2B 120

B2B Marketing Content Marketing Technology 120

ImPRessions - Crenshaw Communications

AUGUST 30, 2021

Here are five pitch ideas for when there is no news that can work particularly well for B2B PR campaigns. . The Oxford dictionary defines it as “ The practice of taking advantage of current events or news stories in such a way as to promote or advertise one’s product or brand. ” . Meet and greet!

Pitching 333

Pitching Case Study Leadership Data 333

ImPRessions - Crenshaw Communications

JULY 20, 2020

There are now thousands of companies that specialize in digital advertising, creating a lot of competition for partners and vendors. Just as with targeted advertising, data is the holy grail of ad tech PR. Think outside the B2B box. A POV offers currency for proactive pitching as well as content development. It makes sense.

How To 241

How To Advertising Advertising Data 241

ImPRessions - Crenshaw Communications

MARCH 11, 2020

The platform is now offering new advertising options, making it easier to reach specific customer segments. What about B2B marketers? Before you dismiss the idea, remember that many B2B decision-makers are millennials. Even B2B companies like Intel and Hubspot have used Instagram stories successfully.

Social Media 272

Social Media Trends Media Instagram 272

ImPRessions - Crenshaw Communications

JULY 22, 2020

Executive visibility is a key component of any sound B2B PR program. Among our clients, it may be digital tech conferences like Advertising Week, trade group panels like those staged by ANA or IAB, or their own hosted discussions. Sharing real actionable expertise on relevant topics is the best advertising in any case.

How To 232

How To Conference B2B Advertising 232

ImPRessions - Crenshaw Communications

SEPTEMBER 29, 2020

As outlined in my post on PR tips for effective bylines , bylined content is a powerful part of a B2B PR plan. What does this mean for digital advertising? It can help deliver key messages, communicate expertise and drive thought leadership for business brands. Here are five of the most common. How can marketers cope?

Leadership 353

Leadership Insurance Insurance B2B 353

ImPRessions - Crenshaw Communications

JUNE 23, 2020

One staple from the B2B PR toolbox is contributed content. One of our best and most widely read executive bylines started with a reference to the executive’s young daughter and her reaction to a digital advertising video slogan. PR professionals are constantly on the hunt for ways to get their clients and brands media coverage.

Guidelines 293

Guidelines Advertising Advertising Pitching 293

ImPRessions - Crenshaw Communications

AUGUST 9, 2022

While those outlets are undeniably desirable for B2B PR, the definition of top-tier media Isn’t the same for all programs. In B2B PR, you come across different audience segments, but the three main audience groups typically are: stakeholders, customers and reporters. The media landscape is cluttered, and it’s always changing.

Media 310

Media Retail B2B Journalism 310

ImPRessions - Crenshaw Communications

OCTOBER 26, 2021

All players are working on solutions to keep advertising effective. . They take most of the money in advertising, play by their own rules, and face few consequences. Marketers need guidance, and these changes are the perfect way for ad tech companies to use thought leadership to assure brands that they are not alone.

Privacy 434

Privacy Case Study Advertising Advertising 434

ImPRessions - Crenshaw Communications

JANUARY 10, 2024

In the media business, we talk a lot about how brands can get into those conversations through advertising. As we all know, seamless UX just isn’t a given across all the industry publications where B2B brands want to be heard. Only then can we understand where brand conversations and messages make sense. But what about PR?

Trends 320

Trends Mobile Twitter Consumer 320

Contently - Strategy

OCTOBER 29, 2024

Client testimonials are a fantastic way to make use of UGC for B2B brands, especially when they can be framed in a solutions-oriented light. Videos that give more “pep talk from your cool older sister” than “advertisement from a jewelry company.” But, you don’t need to share user-generated content on social media alone.

B2B 98

B2B Brand Branding Case Study 98

Sword and the Script

AUGUST 29, 2023

Studies show B2B buyers are getting younger and want to engage with companies on social media; B2B marketers are finding social media supports both leads and revenue About one-third of respondents find new products and hear about brands for the first time on social media. Stay with me, I’ll bring this back to B2B in a moment.

B2B 118

B2B Social Media Marketing Media 118

Sword and the Script

SEPTEMBER 10, 2020

A survey by Spiceworks Ziff Davis found B2B tech marketing prospects say they consume 11 or more piece of vendor content Pieces of content. According to a survey by Spiceworks Ziff Davis, about half (47%) of B2B technology decision-makers say they consumed 11 or more piece of vendor content over one year. Consumption. It works too.

B2B 111

B2B Consumer Marketing Survey 111

Onclusive

AUGUST 22, 2019

Ever since Regis McKenna published The Regis Touch , high-tech marketing executives have known that their earned media (PR, for those of us antiquated enough to use that term) has far more credibility and impact than advertising, especially in B2B markets where purchase decisions are reviewed by multiple parties before a transaction is approved.

Communications 199

Communications Marketing B2C Advertising 199

Sword and the Script

NOVEMBER 29, 2022

3 statistics from the newest B2B Content Marketing Benchmarks, Budgets, and Trends report shows the “subscribed audience” is missing from most content marketing efforts. It got me to feeling like many B2B marketers confuse “content” for “marketing purposes” with “content marketing.” I drew the “distribution” category. Not even close.

Content Marketing 119

Content Marketing B2B Marketing eBook 119

ImPRessions - Crenshaw Communications

JULY 27, 2021

For example, the kind of press coverage generated by a good PR campaign, earned media, can be more persuasive than advertising (paid media), but we don’t fully control the story. But the difference to me is that marketing isn’t as focused on corporate or brand reputation as what we typically do in B2B PR. So, they work together.

Conference 368

Conference Pitching Agency Writing 368

ImPRessions - Crenshaw Communications

NOVEMBER 11, 2020

In B2B public relations , there are few assets more valuable than a terrific media spokesperson. For example, an ad tech startup may be suited for topics from native advertising to GDPR , while a professional services firm can fit stories about anything from compliance to forensic accounting. Start with key topics, then expand.

Media 323

Media Interviews Financial Construction 323