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 Introductions01:00 Frank Strong Background01:55 Military Service and Pets02:58 Data Driven PR Mindset04:25 2026 Stats Overview05:06 Pricing Reputation Value08:08 Measuring Beyond Clicks10:53 Events Comeback Strategy13:17 Trade Show PR Hustle17:35 Human Connection Craving18:57 62 Touches to Close23:20 Sea of Sameness24:39 Budget for Experiments26:04 AI Skills and Reality29:19 AI Content Pitfalls30:46 Using AI the Right Way32:21 Dotcom Parallels34:20 Thought Leadership Trust35:05 Why Thought Leadership Works36:50 Ghostwriting and Long Game38:10 Access Makes It Real41:08 Interviews Beat Email43:52 Journalism vs Click Culture46:08 Budgets and Compounding Returns52:10 Educating Executives55:30 Authority and Failing Fast56:43 Hidden Buyers in Deals59:46 Marketing to Existing Customers01:03:49 Newsletter and Staying Sharp01:07:13 AI Monitoring and Humility01:09:30 Wrap Up and GoodbyeShow 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/@PRisUsX/Twitter: https://x.com/PRisUsThreads: https://www.threads.com/@prwritergalMichelle's book - B2B PR That Gets Results - is available nowBook 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.