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B2B PR & Marketing Studies, Surveys & Stats
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer interviews her guest Sword and Script founder Frank Strong about trends and 2026 research.
They discuss pricing reputation via balance-sheet “goodwill,” the limits of click-based optimization versus long-term brand value, and why in-person trade shows are resurging, with PR pros better used networking, creating content, and meeting media than sitting in booths.
A study finding 62 touches and about 192 days to close B2B deals underscores sustained visibility and differentiation amid a “sea of sameness.”
They cover AI’s mixed impact—82% of B2B marketers say AI skills haven’t boosted pay, AI content tends to average out and underperform, and many AI customer-service replacements are being rolled back—while emphasizing AI for research, brainstorming, and critique.
Strong argues thought leadership is highly trusted and requires access to real experts, notes declining B2B marketing budget share versus four years ago, highlights hidden buyer influence from finance/legal/procurement, and explains why selling to existing customers is rising but warns against overusing in-app upsell prompts.
00:00 Welcome and Introductions
01:00 Frank Strong Background
01:55 Military Service and Pets
02:58 Data Driven PR Mindset
04:25 2026 Stats Overview
05:06 Pricing Reputation Value
08:08 Measuring Beyond Clicks
10:53 Events Comeback Strategy
13:17 Trade Show PR Hustle
17:35 Human Connection Craving
18:57 62 Touches to Close
23:20 Sea of Sameness
24:39 Budget for Experiments
26:04 AI Skills and Reality
29:19 AI Content Pitfalls
30:46 Using AI the Right Way
32:21 Dotcom Parallels
34:20 Thought Leadership Trust
35:05 Why Thought Leadership Works
36:50 Ghostwriting and Long Game
38:10 Access Makes It Real
41:08 Interviews Beat Email
43:52 Journalism vs Click Culture
46:08 Budgets and Compounding Returns
52:10 Educating Executives
55:30 Authority and Failing Fast
56:43 Hidden Buyers in Deals
59:46 Marketing to Existing Customers
01:03:49 Newsletter and Staying Sharp
01:07:13 AI Monitoring and Humility
01:09:30 Wrap Up and Goodbye
Show notes:
The Sword and the Script blog post this episode is based on: https://www.swordandthescript.com/2026/07/pr-and-b2b-marketing-statistics-2026/
Learn more about Frank's agency, the Sword and the Script: https://www.swordandthescript.com/
Frank's newsletter on Substack: https://monthlymarcom.substack.com/
Read Frank's blog or contact Frank: https://www.swordandthescript.com/contact/
Follow Frank Strong on LinkedIn: https://www.linkedin.com/in/frankstrong/
Follow the host:
Website: www.michellegarrett.com
LinkedIn: https://www.linkedin.com/in/prstrategist/
YouTube: https://www.youtube.com/@PRisUs
X/Twitter: https://x.com/PRisUs
Threads: https://www.threads.com/@prwritergal
Michelle's book - B2B PR That Gets Results - is available now
Book a no-obligation call to talk about your needs here.
About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.
View all episodes
By Michelle GarrettIn this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer interviews her guest Sword and Script founder Frank Strong about trends and 2026 research.
They discuss pricing reputation via balance-sheet “goodwill,” the limits of click-based optimization versus long-term brand value, and why in-person trade shows are resurging, with PR pros better used networking, creating content, and meeting media than sitting in booths.
A study finding 62 touches and about 192 days to close B2B deals underscores sustained visibility and differentiation amid a “sea of sameness.”
They cover AI’s mixed impact—82% of B2B marketers say AI skills haven’t boosted pay, AI content tends to average out and underperform, and many AI customer-service replacements are being rolled back—while emphasizing AI for research, brainstorming, and critique.
Strong argues thought leadership is highly trusted and requires access to real experts, notes declining B2B marketing budget share versus four years ago, highlights hidden buyer influence from finance/legal/procurement, and explains why selling to existing customers is rising but warns against overusing in-app upsell prompts.
00:00 Welcome and Introductions
01:00 Frank Strong Background
01:55 Military Service and Pets
02:58 Data Driven PR Mindset
04:25 2026 Stats Overview
05:06 Pricing Reputation Value
08:08 Measuring Beyond Clicks
10:53 Events Comeback Strategy
13:17 Trade Show PR Hustle
17:35 Human Connection Craving
18:57 62 Touches to Close
23:20 Sea of Sameness
24:39 Budget for Experiments
26:04 AI Skills and Reality
29:19 AI Content Pitfalls
30:46 Using AI the Right Way
32:21 Dotcom Parallels
34:20 Thought Leadership Trust
35:05 Why Thought Leadership Works
36:50 Ghostwriting and Long Game
38:10 Access Makes It Real
41:08 Interviews Beat Email
43:52 Journalism vs Click Culture
46:08 Budgets and Compounding Returns
52:10 Educating Executives
55:30 Authority and Failing Fast
56:43 Hidden Buyers in Deals
59:46 Marketing to Existing Customers
01:03:49 Newsletter and Staying Sharp
01:07:13 AI Monitoring and Humility
01:09:30 Wrap Up and Goodbye
Show notes:
The Sword and the Script blog post this episode is based on: https://www.swordandthescript.com/2026/07/pr-and-b2b-marketing-statistics-2026/
Learn more about Frank's agency, the Sword and the Script: https://www.swordandthescript.com/
Frank's newsletter on Substack: https://monthlymarcom.substack.com/
Read Frank's blog or contact Frank: https://www.swordandthescript.com/contact/
Follow Frank Strong on LinkedIn: https://www.linkedin.com/in/frankstrong/
Follow the host:
Website: www.michellegarrett.com
LinkedIn: https://www.linkedin.com/in/prstrategist/
YouTube: https://www.youtube.com/@PRisUs
X/Twitter: https://x.com/PRisUs
Threads: https://www.threads.com/@prwritergal
Michelle's book - B2B PR That Gets Results - is available now
Book a no-obligation call to talk about your needs here.
About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.