Why People Believe Brands Should or Should Not Take a Political Stand
Why? It’s a good question to pose in surveys because it often provides sentiment that cannot be gleaned from numerical values alone. Typically, a good way to include it is as an optional question – with an open-ended comment field... Read More
Popcorn and a Movie: A Creative and Integrated B2B Marketing Campaign that Could Work in Any Vertical
Creativity and risky marketing efforts don’t always find receptive purse strings in B2B, but it could well be the only thing left in “a sea of sameness.” That sea of sameness is how the Cindy Klein Roche, the CMO for... Read More
New Study: Should Brands Take a Public Stand on Politics?
It’s harder to hide from non-stop political noise these days as the United States has never been more divided. Various factions seem engaged in a contest to outmaneuver each other to be more polarizing. There’s an old saying that business... Read More
5 Important Planning Considerations from a B2B Content Marketing Study
B2B organizations that find content marketing effective are committed to these programs. These organizations have a content marketing plan in writing. The publication rhythm is reliable. Those are among the top-level findings from an annual survey of content marketers by... Read More
Marketing Automation Only Does What You Tell It To; Off Script No. 33: Bryan Young
It would sure be nice to buy a pound of marketing automation, turn it on, and then relax as highly qualified leads pour in. The technology would create the perfect message, deliver to the right people, at the right time,... Read More
![Oh Come on Charlie Brown! Let Google Hold the Football for You [Demise of Google+]](https://www.swordandthescript.com/wp-content/uploads/2018/10/Oh-Come-on-Charlie-Brown-Let-Google-Hold-the-Football-for-You-Demise-of-Google.jpg)
Oh, Come on, Charlie Brown! Let Google Hold the Football for You [Google+]
Some time around 2012, I attended a marketing conference downtown in Washington, DC. The main event was a product manager from Google being piped in on a big screen from the west coast to evangelize for its social network, Google+.... Read More
A CMO Survey Shows Us How Classic 4Ps of Marketing Are Changing
A year after starting the role, a new retail CMO was frustrated. The job description discussed in the courtship didn’t match the reality: “To his surprise, his role was limited mostly to marketing communications, including advertising and social media. He... Read More
Top of Mind Among Senior Marketers: Cliff Notes to 3 Significant Surveys of CMOs
If your marketing budget grew by 5% or more in the next year, how would you invest that money? I like to ask that kind question because it’s an interesting mental exercise that really makes marketing think about what they... Read More
Managing Media Relations for a Publisher; Off Script No. 32: Rachael Wolensky of ALM
When she was 12 years old, her mother took her to a bring-your-child-to-work-day at Novartis, a giant pharmaceutical company. Her mother introduced her PR manager who talked to her about relationship building and the thrill of getting a big story... Read More
Amid the Rapid Pace of Change, These 5 Fundamentals of PR are Still Essential
Two is the new five. When people ask what will happen in the next five years, the chances are, whatever it is, will happen in just two. A client of one of my clients said that at a seminar and... Read More
