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B2B Sales Cycles are Getting Longer, Study Says

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24 Sep 2020
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Frank Strong, MA, MBA
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0 Comment
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...
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Borrowed Time for the AOR and the Impact of the Big 4 on Marketing and PR Agencies Off Script 43 Chris Forhan of Bytelion

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

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24 Sep 2019
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Frank Strong, MA, MBA
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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.”...
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Earned Media Putting Quantifying the Value of Media Relations

Earned Media: 3 PR Studies Quantifying the Impact of Media Relations on Sales [UML]

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11 May 2019
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Frank Strong, MA, MBA
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0 Comment
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...
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Should Marketing Be Held to a Higher Standard Off Script No

Should Marketing Be Held to a Higher Standard? Off Script No. 38: Lacey Ford of insightsoftware

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19 Mar 2019
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Frank Strong, MA, MBA
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0 Comment
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...
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26+ Thoughtful Marketing Predictions that Could Actually Happen in 2019 Across PR, Content, Digital, Social Media and Customer Success

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11 Dec 2018
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Frank Strong, MA, MBA
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0 Comment
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...
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Sales and Marketing Alignment or Overlap UML

Alignment or Overlap? Marketing with Your Sales Shoes On [UML]

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11 Aug 2018
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Frank Strong, MA, MBA
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0 Comment
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...
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Trust is a Flywheel of B2B Marketing and a Key Point of Differentiation

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01 May 2018
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Frank Strong, MA, MBA
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0 Comment
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...
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Finding Leads 6 Takes from the 2018 Chief Marketer B2B Lead Gen Trends Report 2

Finding Leads: 6 Takes from the 2018 Chief Marketer B2B Lead Gen Report

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24 Oct 2017
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Frank Strong, MA, MBA
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3 Comments
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...
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Revenue Attribution and Proving Value in Marketing [UML]

Revenue Attribution and Proving Value in Marketing [UML]

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29 Apr 2017
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Frank Strong, MA, MBA
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0 Comment
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...
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Where B2B Marketing gets its Leads 5 Takeaways from the Chief Marketer Survey

Where and How B2B Marketing Generates Leads it Likes [Study]

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04 Apr 2017
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Frank Strong, MA, MBA
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0 Comment
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...
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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 building sustainable, repeatable and process-driven programs for PR, content 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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