Survey: Most B2B Marketing Writers Aren’t in Direct Contact with Customers
If B2B marketing writers aren’t in direct contact with customers in developing content, you are probably just making it all up The first step in communications is audience identification. Audience identification is the process of understanding an audience – their...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
Marketing Salary Survey Shows the Pandemic is Changing Hiring Trends
Annual marketing salary survey shows remote interviews and shorter hiring process have become the norm as a consequence of the pandemic The was a cartoon going around the business world a few weeks ago that asked “who led the digital...Read More
Should the Public Relations Report to the CEO or CMO?
Many corporate public relations shops report to the CMO but PR professionals argue the function should report to the CEO; the “right” answer probably depends on the organization Whenever an organization gets an inquiry it isn’t sure how to deal...Read More
3 Studies on the State of Branding, Marketing and the Marketing Organization [UML]
To borrow from a quote, the professional’s feet should be planted in their role, but their eyes should survey the marketing landscape. There have been a lot of new surveys and reports launched since the beginning of the year. As...Read More
![3 Alternate Viewpoints You Should Read on the Death of the CMO [UML]](https://www.swordandthescript.com/wp-content/uploads/2019/09/3-Alternate-Viewpoints-on-What’s-Happening-to-the-CMO-Role.jpg)
3 Alternate Viewpoints You Should Read on the Death of the CMO [UML]
Over the course of the summer, a few changes to the CMO role at high profile companies have caused some to conclude the role is on its way out. It’s a trend, they say. The biggest proponents of this view...Read More
![3 Landmark Studies that Sum Up the State of Creativity for the CMO [UML]](https://www.swordandthescript.com/wp-content/uploads/2019/02/s_3-Landmark-Studies-that-Sum-Up-the-State-of-Creativity-for-the-CMO-UML.jpg)
3 Landmark Studies that Sum Up the State of Creativity for the CMO [UML]
The pendulum of marketing can only swing in one direction at a time, but at some point, the forces of gravity slow the swing and eventually take it back in the other direction. I sense we are reaching that point...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
![top-15 Takeaways from Killing Marketing [Book Review]](https://www.swordandthescript.com/wp-content/uploads/2017/11/top-15-Takeaways-from-Killing-Marketing-Book-Review-600x500.jpg)
15 Takeaways from Killing Marketing [Book Review]
Marketing has made so many small incremental changes over time – think social, digital and content – that we’ve forgotten to pause and examine the effects. More importantly, we haven’t examined how all these little changes through the years, have...Read More
Missing in Action: Sheer Passion in Marketing Goes a Long Way
Surveys tell us there’s a shortage of digital talent in marketing. Digital skills are important because so much of our lives today is dependent on connectivity. But there’s a characteristic that often goes missing in marketing that counts for a lot...Read More
