Sword and the Script

1 week ago | swordandthescript.com | Frank Strong

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 line was said many years ago, but I can still see the CMO saying this to the marketing team. He was speaking about the alignment between sales and marketing the business needed to grow.

2 weeks ago | swordandthescript.com | Frank Strong

Netline, which develops marketing software for lead generation, is out with the latest edition of its annual data report. It’s based on data processed through their software in 2024. I’m partial to reports like this because they are largely based on the activity around gated content. In other words, it’s behavioral data, unlike surveys, which are based on opinions. That’s important, people often say one thing – what they think you want to hear – but do another.

2 weeks ago | swordandthescript.com | Frank Strong

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3 weeks ago | swordandthescript.com | Frank Strong

Meltwater rolls out chatbot interface; Public Relay hires Brendon O’Donovan; roundup of PR software briefs; new surveys of journalistsGenerative AI is changing search. For example, traditional search was built on backlinks. Google understood before anyone else that links (or backlinks) on the web were a vote of confidence for the content. The more links you had, the more likely it was that the content was useful and relevant. In contrast, generative AI is built on language.

1 month ago | swordandthescript.com | Frank Strong

The way buyers find and evaluate information is changing with generative AI, yet many B2B marketing teams are still optimizing for traditional organic search enginesIt seems to me that one of the biggest ways generative AI is changing human behavior is speed. It’s a useful tool for getting up to speed on a new topic quickly. I often find the follow-up questions AI presents along with its answer to be very helpful.