Why great writing starts with the audience [special guest post]
Successful writing is not just about selling a product or promoting an organization; it is about understanding the audience and creating messages that build trust and inspire action Great writing doesn’t just begin with the first sentence, hook or lede....Read More
Why is the PESO model essential to PR? [special guest post]
Public relations is like a puzzle; paid, earned, shared and owned media each serve as a piece, working together to create one complete and effective communication strategy The PESO Model consists of four different communication channels: paid, earned, shared...Read More
28 PR and B2B marketing statistics from studies published so far in 2026
Mid-2026 data reveals AI delivering underwhelming returns while B2B marketing and PR grapple with fractured media, longer sales cycles, and the enduring value of trust and reputation Regular readers know I spend a lot of effort on these pages sorting...Read More
The B2B marketing playbook must shift from tricks to education
Instead of trading information for contact information that’s passed on to a BDR, marketing in B2B tech organizations must center on education and helpfulness “I want them demo-ing the software because when they see the software, they buy it.” That...Read More
5 useful benchmarks for guiding how gated content is best used B2B marketing
Downloading content is just early engagement for a long sales process; 66% of prospects who download content aren’t ready to buy for another year Netline, which develops marketing software for lead generation, is out with the latest edition of its...Read More
The Basic Benefits and Drawbacks of Owned, Shared, Earned, and Paid Media
Understanding the unique characteristics of owned, shared, earned and paid media helps marketing and communications professionals consider how to weave these together to best execute an overall strategy A couple years ago, a startup founder and CEO approached me about...Read More
Better Ways to Spend a Little Slice of the B2B Marketing Budget Designated for Display Ads
B2B marketing should take a little slice of the display ad budget and invest in media relations, genuine content marketing (not marketing content) and paid distribution of related assets from both Numbers like these from eMarketer make my head explode:...Read More
The Volume and Variety of Communications Work is Shifting, Finds 5th Annual Survey of Comms Pros
More than three-quarters of respondents (78%) say the volume of work has increased – and one in three say it’s increased significantly. The type of work has also changed with 90% reporting it’s changed at least some while 50% saying...Read More
Priorities of B2B Marketing: Owned, Shared, Earned, Paid – in that Order
If the PESO model had a drawback, I think it’s the order of things. I know, I know, it’s got a circular shape in there that’s suggestive of integration, but I’ve never been able to get past the order of...Read More
Can B2B Build Credibility with Content Marketing?
Diligence and accuracy in owned media publishing allows B2B to foster a relationship with a subscribed audience and build credibility for the organization in the process One of the occasional critiques of content marketing I hear from PR professionals is...Read More
