Sword and the Script
Sword and the Script - a leading B2B marketing and PR blog
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Latest posts
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How you incentivize marketing and comms drives results
If you incentivize one marketing team with conversions and another for awareness, you wind up with two teams pulling in slightly different directions A long time ago, when SEO was starting to hit mainstream marketing, I worked for a CMO who forced me to work with our own…
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Thought leadership works because it allows marketing to focus on the customer
It’s the focus, not the format, that makes thought leadership effective Thought leadership done well is a foundational pillar of B2B marketing, and for good reason. When it has actual thought and leadership, it satisfies a market craving for new thinking about emerging…
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Addressing the root cause attribution challenges in B2B marketing
B2B marketing should stop trying to ‘demonstrate value’ and instead “understand what the business values” and “demonstrate marketing’s contribution in those terms” One irony of marketing is that it’s commissioned with helping audiences understand a position, product and value…
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AI has content marketers skipping best practices and results have plunged
Orbit Media’s 2026 annual blogger survey finds content marketing results at a 12-year low as marketers skip best practices; skipping those steps IS, in this analysis, strongly correlated with AI adoption A handful of people I know have experimented with blogs entirely created by…
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Strategy vs. tactics in PR: What’s the difference? [guest post]
The Trojan Horse was a tactic within a deception strategy. PR work follows the same logic: understand the audience first, then choose specific actions that support a clear approach rather than starting with tools Strategy and tactics work in a similar way. Although the terms are…
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Prospective B2B customers are reading your content on personal time
A survey of 1,500 B2B respondents by DigitalZone finds that about 1/3rd report reading on their own time; but the gap between what they read, and what gives them confidence is plain to see Business executives read vendor content outside of work hours. At least some of them do,…
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Marketing (and PR’s) obligation to the business if they want credibility
80%-plus of CEO polled say marketing would have more credibility if they spoke the language of business and demonstrated a stronger commercial understanding A couple of weeks back I highlighted a survey by the UK-based marketing agency Propolis. They polled business leaders,…
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Survey: Marketing and comms see AI visibility as significant but are still navigating how to improve it
63% of marketing and comm pros surveyed say business leaders are asking about AI visibility, but in an odd twist, a plurality of respondents are leaning on marketing operations (17%) and paid media (35%) to influence it Marketing and communications professionals are taking AI…
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Turn marketing off: Here’s how CEOs who believe B2B marketing is a waste can test their assumptions
84% of B2B CEOs think marketing is a support function; 75% say marketing does not drive growth; let’s stop guessing and design a test that provides a definitive answer More than 4 out of 5 (84%) of CEOs “think marketing is a support function, not a commercial growth driver.”…
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A theory on why B2B marketing requires so many darn customer touches today
When you step back and look, the trend line is clear: when companies cut B2B marketing brand and awareness programs, sales cycles grow longer and require more touches It takes 62-plus touches to close a deal in 2026. The B2B tech buyer requires 62.4 touches on average, across…