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How B2B marketing can influence the sales team to use its content according to behavioral science

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09 May 2023
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Frank Strong, MA, MBA
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Your sales team is more likely to use the content B2B marketing products when it is presented by a high-performing peer in sales – rather than a sales leader or a product marketer. If you’ve worked in B2B marketing for...
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Image via DALL-E, “a diverse group of professional men and women, dressed in business attire, eating pages from various reports, articles and white papers in the style of van Gogh”

B2B Content Consumption is “Directly Correlated” with Intent to Buy

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18 Apr 2023
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Frank Strong, MA, MBA
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A study including behavioral data and a poll of 38,000 B2B professionals finds the more B2B content your “audience consumes, the more likely they are to be closing in on a purchase decision.” B2B content and buyer intent are two...
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B2B Sales Cycles Require 27 Interactions both Digital and Human [Study]

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17 May 2022
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Frank Strong, MA, MBA
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0 Comment
Deals in B2B are increasingly complicated and more likely to be scrutinized by top executives and the finance department “Buyers now exercise more due diligence than ever before, conducting more research and engaging in more conversations with vendors and third...
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Twitter Offers Advantages in PR for B2B Brands Willing to Put in the Effort

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19 Apr 2022
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Frank Strong, MA, MBA
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0 Comment
A survey of 2,500 journalists finds Twitter is still their favorite social media network – here are time tested PR tips for B2B to earn some traction on the platform It’s no secret that media relations gets harder every year....
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15 CX Action Items B2B Companies “Must Do” According to McKinsey Research

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29 Mar 2022
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Frank Strong, MA, MBA
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0 Comment
The consulting firm polled 3,000 B2B decision-makers and found customers want an always-on, personalized, and omnichannel customer experience (CX) or they’ll leave “B2B loyalty is up for grabs,” according to a new report from McKinsey & Co. The consulting firm...
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The Average Cost of a B2B Content Asset is $2,791 [Data Analysis]

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04 Jan 2022
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Frank Strong, MA, MBA
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0 Comment
Content costs soared last year, according to a data study by PathFactory; B2B video content costs the most at $8,448 while blogs cost the least at $1,959; people do actually binge on B2B content Software-as-a-service (SaaS) platforms have given us...
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B2B Sales Cycles Get Longer and Involve More Decision Makers

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30 Nov 2021
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Frank Strong, MA, MBA
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0 Comment
About half of B2B buyers say the sales cycle has gotten longer for new vendors; one in five say the number of decision-makers involved has grown B2B sales cycles are getting longer – and the process involves more decision-makers. That’s...
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Tech Spending to Grow, Signals [Mostly] Good Times for B2B Tech Ahead

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12 Oct 2021
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Frank Strong, MA, MBA
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0 Comment
Technology is a priority business investment for 2022; 53% of IT buyers expect tech spending to grow – and budgets will grow on average by 26% The next year or so is looking rosy in terms of tech spending. That’s...
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Buying or Selling Martech: Cybersecurity Emerges as a Key Point of Differentiation

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28 Sep 2021
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Frank Strong, MA, MBA
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0 Comment
58% of marketers say martech cybersecurity is the top consideration in procuring marketing software tools I recently read an account by an executive summarizing his experience buying a marketing technology (martech) tool. He looked at several ABM platforms tools and...
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The New Normal: Why PR is More Valuable than Ever [Earned Media Summit]

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20 Aug 2021
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Frank Strong, MA, MBA
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0 Comment
Agility PR Solutions and the venerable Bulldog Reporter invited us back to present at their Earned Media Mastery Summit this year. They even put our mugshots on a fancy social media graphic and despite my serious demeanor, I’m almost smiling!...
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About Sword and the Script Media, LLC

Based in Atlanta, Georgia, Sword and the Script Media, LLC is veteran-owned public relations agency immersed in the business-to-business (B2B) marketplace. We focus on process-driven programs for PR, marketing and social media. A defining difference comes down to our approach – that marketing ought to have utility. This is because marketing that helps, sells better than marketing that hypes.

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