Sword and the Script

APRIL 15, 2025

Multiple surveys have demonstrated the impact in B2B marketing, as sales cycles have grown longer and required more interactions. Theres a lot of discussion in B2B circles that marketing has to change because what we are doing isnt working. People are less likely to buy from a business unless they trust you.

Marketing 150

Marketing B2B Survey Comparison 150

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 159

B2B Marketing Advertising Advertising 159

ImPRessions - Crenshaw Communications

NOVEMBER 4, 2020

Similarly, in the B2B sector, this guest piece by our client Verizon Media is a perfect example of what good sponsored content should look like. . Sponsored content is often confused with native advertising , but it’s actually a subset of it. That’s why it offers a degree of credibility that some native advertising can lack. .

Advertising 334

Advertising Advertising B2B SEO 334

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 190

B2B Company Marketing SEO 190

ImPRessions - Crenshaw Communications

JUNE 19, 2018

Public-speaking engagements are a strong component of a good B2B PR thought leadership plan. Don’t advertise your brand. There’s no need to digress into an advertisement for your company or service (although a good introduction is essential, as outlined below.)

B2B 178

B2B Trade Shows Leadership Conference 178

ImPRessions - Crenshaw Communications

FEBRUARY 27, 2023

Crenshaw Communications, an award-winning B2B PR firm representing leading ad tech brands, recently welcomed Patrice Gamble as PR account director and Anna Julow Roolf as chief of staff. Anna brings over a decade of experience in the B2B PR industry, including leadership roles in agency and SaaS startup environments.

B2B 156

B2B Leadership Communications Agency 156

Agility PR Solutions

MARCH 4, 2019

B2B product buyers are living in a world awash with breakthrough consumer creative, and they want their B2B buying journey experience to be just as engaging. But according to new research from creative, marketing and advertising agency firm WHM, most B2B marketing isn’t reaching buyers where it counts.

B2B 129

B2B Marketing Survey Creativity 129

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

ImPRessions - Crenshaw Communications

SEPTEMBER 21, 2020

What started out as a Snapchat-like platform for younger generations of social media influencers and general users for sharing video snippets has grown into an essential platform for marketing and advertising. But Can It Work for B2B? So, for B2B companies, how can TikTok help? . Why TikTok? . Branded hashtags drive discovery.

B2B 310

B2B Video Social Media Creativity 310

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 169

B2B Study Blogging Survey 169

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

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.

Branding 323

Branding Brand 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 Course Content Marketing 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 Branding Brand B2C 138

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 145

B2B Social Media Marketing Media 145

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

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

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

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

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 110

B2B Branding Brand Marketing 110

Sword and the Script

JANUARY 21, 2025

Most of the social media platforms have courses you can take on their advertising products. You can get all these posts on audio one week after they publish on the B2B Marketing and PR podcast and its on all the key platforms like Apple , Amazon and Spotify. 3 recent surveys predict #B2B #marketing budgets will get a boost in 2025 1.

Google 157

Google Course Survey YouTube 157

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

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 117

B2B Consumer Marketing Survey 117

Sword and the Script

NOVEMBER 21, 2023

Many financial analysts believe advertising is an investment More financial analysts “perceive advertising as an investment (37%)” than those that believe it’s “a cost (24%).” Comment: This is an advertising association, so the question is naturally focused on advertising. Need an extra pair of B2B marketing and PR hands?

Financial 174

Financial Marketing Survey B2B 174

Sword and the Script

NOVEMBER 23, 2021

A car dealership published an advertisement promoting several open sales positions. After the advertisement was published, sales demand increased even more. While the advertisement wasn’t aimed at selling, it included a message that conveyed social proof: “look at all those people buying cars – seems like everyone is doing it.”

Leadership 172

Leadership B2B Study LinkedIn 172

The Resolution Blog

OCTOBER 15, 2019

Marketing in the Business to Business (B2B) world is a completely different beast to that in the consumer industry. B2Bs are faced with marketing products to their audience’s “work” personas and gain company buy in. for the first time in an EMEA B2B marketing campaign?—?Snapchat something that a lot of B2B brands struggle to do.

B2B 120

B2B B2C Facebook Storytelling 120

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