B2B Sales Cycles are Getting Longer, Study Says
68% of B2B professionals surveyed say it takes longer to complete B2B sales cycles compared to a year ago They say recessions don’t start trends – they accelerate those that are already in motion. The trend has been more of...Read More
Borrowed Time for the AOR and the Impact of the Big 4 on Marketing and PR Agencies; Off Script No. 43: Chris Forhan of Bytelion
Not every one that winds up in the marketing and PR space started there. Take Chris Forhan for example. After college, he spent seven years in capital markets, “trading corporate and high yield bonds for a large regional money manager.”...Read More
Earned Media: 3 PR Studies Quantifying the Impact of Media Relations on Sales [UML]
PR measurement can be a bit like a self-fulfilling prophecy. On one hand, it gets dinged for a lack of measurement. On the other hand, measuring some PR activities, like earned media, is far more challenging than other forms of...Read More
Should Marketing Be Held to a Higher Standard? Off Script No. 38: Lacey Ford of insightsoftware
Revenue Driver. Pipeline builder. Marketing with a quota. Those are the words and phrases Lacey Ford uses to describe marketing today. She got her start as an entry-level marketing associate for SBC Communications, which is now AT&T. There she had...Read More
26+ Thoughtful Marketing Predictions that Could Actually Happen in 2019 Across PR, Content, Digital, Social Media and Customer Success
Prediction posts have their critics that often rightly cite hyperbole and nonsense – but this post isn’t one of those by any stretch. Instead, what you’ll find here are well-considered ideas that equal parts analysis and aspiration. As I’m wont...Read More
Alignment or Overlap? Marketing with Your Sales Shoes On [UML]
Marketing must be aligned with sales. It’s an idea that’s been branded in the minds of marketers, especially those that grew up around the dot-com era. This is because digital marketing, like email marketing and PPC, created an opportunity to...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
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
![Revenue Attribution and Proving Value in Marketing [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/04/Revenue-Attribution-and-Proving-Value-in-Marketing-UML.jpg)
Revenue Attribution and Proving Value in Marketing [UML]
Consumer packaged goods giant Procter & Gamble Co. is reportedly aiming to shave $2 billion from its marketing budget over the next five years. According to AdAge, the cuts are part of a larger effort to reduce $10 billion from...Read More
Where and How B2B Marketing Generates Leads it Likes [Study]
Email remains a top channel for producing leads in B2B marketing, according to a survey data from a report by Chief Marketer titled Top B2B Lead Gen Trends. That’s no surprise perhaps for veteran marketers, but it’s the mix and...Read More
