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5 ways for B2B marketing to align with finance on brand building

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25 Jul 2023
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Frank Strong, MA, MBA
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Brand building is increasingly important as B2B prospects come to a decision before ever talking to sales, yet a new report finds 69% of CFOs view brand marketing as a cost center Most searches are zero-click searches. Tracking capabilities of...
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5 SDR statistics that can help B2B marketing improve performance

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27 Jun 2023
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Frank Strong, MA, MBA
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A survey by the sales consultancy The Bridge Group found SDRs in B2B average 104 outreach activities leading to 3.6 “quality conversations” per day; prospects require on average 11.3 attempts in the SDR sequence If you’ve ever filled out a...
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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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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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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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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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The Powerful Sales Element of Social Proof in Thought Leadership Done Well

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23 Nov 2021
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Frank Strong, MA, MBA
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When a company illustrates in thought leadership that it understands an industry – its strengths, weaknesses, problems and opportunities – buyers stand to reason their products are probably pretty good too. A car dealership published an advertisement promoting several open...
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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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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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The 3 Characteristics of Effective Thought Leadership in B2B Marketing

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14 Apr 2020
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Frank Strong, MA, MBA
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A study by Edelman and LinkedIn connects B2B thought leadership to trust and sales; and what it takes to be effective Effective thought leadership content is a staple of B2B marketing. And it should be – because thought leadership builds...
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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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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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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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Over-reliance on Marketing Automation Depreciates Leads

Over-reliance on Marketing Automation Depreciates Leads; Off Script #16: Ted Seward

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21 Feb 2017
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Frank Strong, MA, MBA
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What’s old is new again in sales and marketing, according to Ted Seward.  The hype over trends like account based marketing is in many ways just a return to good marketing fundamentals:  research, data, sales alignment and ROI. A few...
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Will AI replace PR people in the next 10 years? Most PR software executives indicate artificial intelligence (AI) will enhance PR pros work and can’t replace imagination and a human touch; yet some point out tech innovation invariably does eliminate some jobs.
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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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