Sword and the Script

FEBRUARY 4, 2017

It’s far too easy to say that B2B technology is dull. Yet that’s the central responsibility of the creative marketer – to convert the uninteresting into something interesting. The vast majority of B2B content centers on features, functions and benefits. 3) Creativity is the Soul of CMO.

Creativity 60

Creativity Storytelling B2B Film 60

Ishmael's Corner

MARCH 26, 2018

The Art Of Storytelling In Business Communications And Public Relations. By Haley Dowell, Account Coordinator In PR, storytelling is the foundation of everything we do. A creative narrative for one B2B technology company looks completely different from the ideal story for another, although the end goal is.more.

Storytelling 106

Storytelling B2B Creativity Technology 106

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? B2B brands don’t always tug at the heartstrings of the audience when they’re selling technical products and services. It depends.

B2B 137

B2B Branding Brand B2C 137

B2B PR Sense

JANUARY 5, 2018

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. At their core, B2B PR professionals aim to boost and reinforce a brand’s image and crediblity. How to Combat the Fake News Frenzy in B2B PR.

Crisis Management 238

Crisis Management B2B Reputation Advertising 238

Contently - Strategy

OCTOBER 15, 2020

B2B companies always have to think a step ahead. We analyzed the entire B2B industry, talked to experts, and broke down case studies from companies like Google, Microsoft, HubSpot, and more. Interactive Tools Give Brands a Creative Edge—and Empower Buyers. On Google, there are 260 million search results for “b2b technology.”

B2B 142

B2B Trends Video Course 142

ImPRessions - Crenshaw Communications

MAY 1, 2019

B2B brands can often rely on their own website analytics to gauge the power of earned media, while others use third-party vendors to conduct baseline customer research, or calculate share-of-voice movement within a category. But the best campaigns are fueled by creativity, yet informed by research. Muddling the message.

How To 257

How To Interviews Measurement Storytelling 257

ImPRessions - Crenshaw Communications

JUNE 28, 2017

What about signed clients for a B2B company, or product sales racked up as a result of the investment? Inspiring through storytelling. Storytelling starts at the Awareness phase and can play a role throughout the customer journey. And for B2B companies, storytelling is no less important. But how valuable is it?

Publicity 255

Publicity Storytelling Automotive Software 255

ImPRessions - Crenshaw Communications

OCTOBER 30, 2019

This is particularly successful in B2B PR campaigns, where the sales cycle is long and the products complex. Storytelling engages, influence persuades. Storytelling starts at the initial awareness phase and can play a role through the customer journey. Filling the funnel starts at the top, with awareness.

Storytelling 233

Storytelling Software Education LinkedIn 233

ImPRessions - Crenshaw Communications

JULY 18, 2023

For example, a campaign centered around a holiday like Veterans Day might be out-of-sync with a B2B company trying to promote software without a bridge that connects the two entities. Ensuring content, visuals, and storytelling align with the theme and spirit of the occasion are essential.

Examples 293

Examples Consumer Software Analysis 293

ImPRessions - Crenshaw Communications

JULY 10, 2019

That makes sense; persuasion is fueled by artful storytelling, and despite the growth of video, many stories are still told through the written word. One of the most effective engines of executive visibility is the bylined article, which B2B PR experts routinely help craft. Bylined articles. Am I boring you?

Case Study 231

Case Study Writing Pitching SEO 231

Sword and the Script

DECEMBER 28, 2022

Every year I read and write about dozens of reports on B2B marketing and PR. Trusted sources of B2B information. What sources of information do B2B buyers trust? Read more: “Skepticism” is the “New Normal;” Survey Finds B2B Tech Has Trust Issues. B2B prospects want published pricing. Start there at first.

B2B 113

B2B Marketing Survey Software 113

Contently - Strategy

SEPTEMBER 18, 2024

Creativity. How can we get creative with content marketing? As a content marketer for a B2B tech company, I know how burnout feels and how hard it is to generate new ideas. With more creativity in marketing assets. You can’t produce creative content without one key ingredient: Consistency.

Content Marketing 98

Content Marketing Creativity Marketing eBook 98

ImPRessions - Crenshaw Communications

OCTOBER 11, 2018

Good public relations can be an essential way for a brand to stand out from the pack, especially in the B2B/ technology sector. The small B2B software provider Basecamp set out to be different from the moment is began in 1999. This type of creative, highly effective activity makes a splash. Convey a point of view.

Branding 196

Branding Brand Reddit B2B 196

ImPRessions - Crenshaw Communications

JANUARY 3, 2024

Triggers, Myths and Archetypes for Powerful PR Storytelling PR is evolving beyond pitching stories for reporters to tell. What ChatGPT Brings to Public Relations ChatGPT is a powerful tool – but in PR, we need to use it thoughtfully, and without devaluing human creativity and oversight.

Construction 182

Construction Storytelling Tools B2B 182

ImPRessions - Crenshaw Communications

MAY 8, 2019

But the real opportunity for PR and marketers may be voice storytelling. After all, it’s the first and most natural form of human narrative, and now that technology has caught up with creativity, the sky’s the limit.

Google 186

Google Course Technology Creativity 186

Sword and the Script

DECEMBER 26, 2023

Tactically, we feel data storytelling is going to be a key pillar in 2024 – so now is a good time to build the infrastructure to be able to pull that data, analyze and present it on a regular and timely basis.” Something similar has happened in B2B marketing over the last 20 years.

Writing 189

Writing Communications Marketing B2B 189

ImPRessions - Crenshaw Communications

FEBRUARY 4, 2020

But there’s an overlooked bit of B2B tech that’s quietly poised to shake things up: the cloud. There are real opportunities for hybrid providers to promote their advantages through creative storytelling. AI and machine learning might be the crowd favorite for most disruptive technologies in 2020.

Trends 182

Trends Privacy Technology Data 182

ImPRessions - Crenshaw Communications

JUNE 28, 2023

Ultimately, the challenge for PR and communications is to highlight the ways these AI systems can enhance human creativity, rather than replace it, while alleviating fears of an apocalyptic robot uprising. A pressing challenge in B2B tech PR is communicating technical complexity in simple terms.

Technology 170

Technology Strategy Privacy Healthcare 170

Critical Mention

OCTOBER 4, 2018

Compelling storytelling is an incredibly powerful way to communicate with your target audience. Digital storytelling is at the top of the list of communication trends that PR executives believe will dominate in the next five years. Example: How Cotopaxi leveraged storytelling to sell its brand. No two bags could look alike.

Storytelling 66

Storytelling B2B Trends Examples 66

ImPRessions - Crenshaw Communications

FEBRUARY 7, 2023

A resource for high-level storytelling In technical industry sectors like B2B and ad tech/martech, it’s not always easy for an internal team to recognize the bigger story. The right creative campaign, whether earned, paid, or both, can generate extraordinary benefits in the form of brand engagement, credibility, and even loyalty.

Leadership 182

Leadership Reputation Internal International 182

Sword and the Script

DECEMBER 4, 2018

The statistics selected can be grouped are heavily weighted along the following topics: Statistics about – or for – the CMO ; Statistics about digital and B2B marketing ; Statistics about PR or media relations ; and. As a percentage of revenue , B2B product organizations invest 6.3% 13) Storytelling the hottest trend in PR in 2018.

Survey 103

Survey Marketing B2B Content Marketing 103

Cision

JUNE 2, 2015

According to CMI’s 2015 Benchmark Report , 55 percent of B2B marketers plan to increase their content marketing budget in the next 12 months—essentially, pouring more money into telling their brands’ stories. Indeed, the same benchmark report shows the top challenge facing B2B marketers today is producing engaging content.

Content Marketing 120

Content Marketing Data Strategy Marketing 120

Sword and the Script

DECEMBER 20, 2022

be the year that some SaaS vendor figures out how to manage and market B2B influencer marketing at scale. But B2B influencer marketing works completely differently. Brad Marley , Yelram Media Chief Storyteller, Yelram Media. Marketing turns to creative to stand out from the clutter . Relentless focus on the customer .

Marketing 186

Marketing Content Marketing Data Social Media 186

Contently - Strategy

NOVEMBER 19, 2020

The best virtual event talk I’ve given this year was at the MarketingProfs B2B Forum. The presentation-creation technology wave has just begun, and I’m optimistic it’ll help up our storytelling game in virtual events next year. This innovation is less technological and more creative. LinkedIn Events.

Trends 142

Trends LinkedIn Video B2B 142

Contently - Strategy

OCTOBER 15, 2021

B2B companies always have to think a step ahead. We analyzed the entire B2B content marketing landscape, talked to experts, and broke down case studies from companies like Google, Microsoft, HubSpot, and more. Interactive Tools Give Brands a Creative Edge—and Empower Buyers. ” There are only 214 million for “b2b software.”

B2B 74

B2B Content Marketing Trends Marketing 74

Sword and the Script

DECEMBER 21, 2021

Brad Marley , Chief Storyteller, Yelram Media . My B2B clients are more open to sponsored content. I recently saw new research showing that brand purpose is even more important to B2B buyers than to B2C customers, which is surprising but probably makes sense given the longer selling cycle and relationship to corporate reputation.

Marketing 214

Marketing Content Marketing Social Media Employee 214

PRSay

JANUARY 9, 2020

2020 is the perfect time to take a fresh, creative approach to your partnerships. Things to think about How can you leverage organic content (with permission, of course) and empower your everyday fans to continue to share your brand message creatively? If you’re in the B2B arena, this is a critical space to amplify in 2020.

Trends 168

Trends Nonprofit Consumer Newspapers 168

Cision

OCTOBER 16, 2017

Or, if it’s in B2B, “How might some of these initiatives help drive a demand generation program?” Right, it still makes a lot of sense because those are people who are natural storytellers and having great storytelling capability, I think, will be a perennial thing and should always be something that’s always there for comms.

Media 202

Media Storytelling Technology Data 202

PR 20/20

JULY 11, 2019

At the heart of what we do, all marketers are storytellers. 5 Ways AI Can Deliver the Right Content to the Right B2B Buyer at the Right Time. What : The B2B buyer’s journey is full of friction and frustration. Our expectation for B2C consumption is permeating our B2B buying behaviors. Lunch Lab). It’s all about timing.

Storytelling 63

Storytelling B2B Content Marketing Data 63

Rock the Status Quo

DECEMBER 10, 2015

Get Creative With WHO You Pitch. Put on Your Storyteller Hat. There’s all kinds of angles to take, both B2B and B2C – and local publications for each of them. Expanding the publications and websites that you pitch help you and your client while exploring a different side of creativity. GET INSPIRED!

Pitching 100

Pitching Real Estate Banking How To 100

ImPRessions - Crenshaw Communications

MARCH 1, 2017

And, even if you’re not, there are ways to make office work or any Snapchat video more creative and fun. With its use of stickers and filters and other creative tools, Snapchat is considered most useful for B2C marketers. Use classic storytelling technique with a beginning, middle and end. Let your imagination go wild.

Video 120

Video B2B B2C Survey 120

Marketwired

FEBRUARY 16, 2016

#CreativePR, the hashtag, caught our attention at last year’s PRSA conference when Deirdre Breakenridge, Jason Sprenger and Heather Whaling teamed up for their presentation, “Creative PR: Delivering Your Story From Narrative and Design to Measurement.” But, it’s not creative for the sake of creativity. She holds a B.A.

Creativity 100

Creativity Pitching Writing Conference 100

Ishmael's Corner

MAY 10, 2015

As discussed in previous posts, most B2B content falls into the dreadful content bucket. I never considered this for B2B marketing, but the price point allows for experimentation. While we’ve built a creative services group within our company, here’s a tool for outsourcing design work.

Tools 60

Tools B2B Software Storytelling 60

Sword and the Script

MARCH 14, 2017

Art or Science: Creative Marketing and PR. Creative Storytelling as the Soul of B2B Marketing [UML]. Is your PR agency bring creative ideas to the table? Moreover, the effectiveness is likely to diminish with every use as initial reactions devolve from curiosity or alarm – to indifference or even anger. Talk to Us!

Marketing 67

Marketing Creativity Leadership Storytelling 67

Prohibition

OCTOBER 19, 2022

Channel 4’s in-house creative agency, 4Creative, unveiled a series of stunts as part of their campaign to promote their new reality TV show, ‘Make Me Prime Minister’ – including deploying a vending machine that sells fake drugs and a travelling 10 Downing Street lectern. The importance of storytelling in PR .

Social Media 118

Social Media Fashion Media Travel 118

Beyond PR

JUNE 9, 2016

I recently reached out to Bradley to better understand how he so successfully injects creativity into an otherwise very conservative market. Bradley warns that some B2B marketing tends to be so creatively safe it teeters on the edge of boring and risks not engaging its audience. We’re talking to the same person.

Creativity 40

Creativity B2B Guidelines Energy 40

Cision

AUGUST 11, 2016

Storytelling is bigger than ever—and it’s a skill that marketers will continually need to hone to stay ahead of the competition. Social Media B2B. Creativity Unbound. Search Engine Land. Social Media Examiner. DigitalMarketer. Search Engine Watch. MarketingProfs. Search Engine Journal. Seth’s Blog. Marketing Land.

Marketing 0

Marketing Mobile Nonprofit Engineering 0