Reduce marketing employee turnover to improve performance [academic study]
Rigorous study shows marketing turnover has a high cost and lasting impact; demonstrates the importance of continuously investing in the marketing team When a marketing team turns over a team member, two things happen: 1) the value of the brand...Read More
Early stage B2B tech startups don’t invest enough in marketing [peer-reviewed study]
Those companies that are in the early stages of a startup building a product stand to gain “the greatest” valuation benefit from marketing About half (45%) of all B2B technology startups make no effort to market their products. As a...Read More
![You Are Not Your Target Audience [False Consensus Effect]](https://www.swordandthescript.com/wp-content/uploads/2022/01/You-Are-Not-Your-Target-Audience-header-670x500.jpg)
You Are Not Your Target Audience [False Consensus Effect]
Every now and then I’ll hear a marketer say, “I’m the target audience.” As such, the marketer assumes their target audience has the same view of the world as they do. The reality is, they probably don’t. This is a...Read More
MIT Sloan Study: Just 7% of Companies Have Digitally Savvy Executive Team
Marketing and PR require considerable time to educate executives that aren’t digitally savvy; if we can keep our frustrations in check the payoff promises big returns One of the biggest frustrations in the marketing and PR profession today is the...Read More
Disinformation in Business and Facts, Diplomacy, and Trust as Countermeasures [UML]
I watched The Great Hack this past weekend – a documentary on Netflix about the Cambridge Analytica scandal. While I don’t agree entirely with the fatalist premise in the narrative, it will give anyone working in PR, marketing or media...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
Proof of B2B Marketing Value Does Not Start with the Competition
What’s the best way for B2B marketers to prove their value to senior management? Position your brand against the competition – according to a survey by the ANA which was reviewed by eMarketer in a piece titled How Can B2B Marketers...Read More
The Difference between Selling and Marketing
When I left my previous gig, which was focused on the PR and marketing industry, one of my concerns was losing a step. That’s partly proven true, since my day-to-day now, while still marketing, is focused on an entirely different...Read More
Communications Professors without a Social Media Clue
Several years ago I contacted one of my old professors from American University. We were working on a corporate webinar theme and I thought he’d be a good fit. A published author, an associate (not an adjunct) professor (but without...Read More
Barriers to Communication: 5 Reasons PR Campaigns Fail
Didn’t get the results you wanted? Try turning up the volume and frequency as an easy fix. Say it louder and more often – they’ll get the message. Or will they? In 1947, two researchers identified five “psychological barriers” to...Read More
