Marketing has Gotten Better as a Profession; Off Script #29: Tom Pick of Webbiquity
He’s one of those social media connections I’ve never met in person but have known for about a decade. If you’re into the technology marketing scene, chances are you do too – because he’s everywhere. After working on the in-house... Read More
Marketing Budgets to Grow: 5 Datapoints from the CMO Survey for B2B Marketers
Marketers are relatively upbeat about the economy and growth prospects over the next 12 months or so. That’s according to the newest edition of The CMO Survey, a semiannual study spawned out of Duke University’s business school. It’s a survey... Read More
Trust is a Flywheel of B2B Marketing and a Key Point of Differentiation
No matter what vertical market you are in, there is no shortage of competition. And more is cropping up seemingly every day. Consider the following: Cybersecurity. There are 200 cybersecurity startups that received VC funding in 2017; that’s in addition to... Read More
Is the Buyer’s Journey Becoming Passé?
A few years ago, a big story in B2B suggested the buyer’s journey was nearly complete by the time a prospective customer engaged a vendor. More precisely the statistic read something like this: “Today’s buyers might be anywhere from two-thirds... Read More
![3 Examples of B2B Organizations Using AR in Marketing [UML]](https://www.swordandthescript.com/wp-content/uploads/2018/01/3-Examples-of-B2B-Organizations-Using-AR-in-Marketing-UML.jpg)
3 Cases Studies of Augmented Reality in B2B Marketing [UML]
As the landscape stands today, I tend to be more bullish on augmented reality (AR) than virtual reality (VR) in B2B marketing. Why? In virtual reality, you have to stop someone and get them to put on a headset, goggles,... Read More
Why You Can Run a Campaign Inside Content Marketing, but Not the Other Way Around
You cannot run content marketing like a campaign. You can, however, run campaigns inside a content marketing program. If this sounds like semantics, it is not. Campaigns are how every marketer is trained to think. We have an objective –... Read More
![Earned Media Poised for New Prominence in 2018 [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/12/Earned-Media-Poised-for-New-Prominence-in-2018-UML.jpg)
Earned Media Poised for New Prominence in 2018 [UML]
If there’s one theme that plagued digital advertising throughout 2017, it was controversy. Fraud, questionable metrics, and brand safety to name a few. It amazes me that one of the big debates in programmatic is how many seconds of video... Read More
3 Habits of Highly Successful Bloggers B2B Marketing can Borrow [Study]
What separates successful bloggers from those that aren’t can be distilled down to three habits: They invest time. They write quality posts. They do this consistently. That’s according to the results of a survey of 1,377 bloggers conducted by Orbit... Read More
Finding Leads: 6 Takes from the 2018 Chief Marketer B2B Lead Gen Report
The biggest challenge in B2B lead generation is that lead generation campaigns don’t work in isolation. Or if they do it’s not for long. An email, PPC or webinar campaign that performs amazingly on the first try, for example, is... Read More
Survey Analysis: Competition in B2B Content Marketing Heats Up
B2B marketing has overwhelmingly adopted the concept of content marketing, according to the 2018 B2B Content Marketing Benchmarks, Budgets & Trends survey. That may mean content marketing is maturing, but that also means competition for an audience will heat up. ... Read More
![Earned Media Poised for New Prominence in 2018 [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/12/Earned-Media-Poised-for-New-Prominence-in-2018-UML-150x150.jpg)
