Comments from K2 Global Communications

Marketing and selling to B2B customers used to be a lot easier, straightforward, and predictable. As marketers and salespeople, you were in charge.

Topics: Marketing, Sales, Client relations, B2B, Marketing strategy, Tactics, Buyer's journey, Sales funnel

Today’s B2B buyers and their buyer’s journeys have changed, and that’s why integrated marketing matters.

Topics: Marketing, Brand, Customer communications, Account-based marketing, Influencer, B2B, Customer journey, Integrated marketing, Influencer marketing

  All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved. - Sun Tzu, The Art of War

Topics: Marketing, Persona, Brand, Customer communications, Audience, Sales, Planning, Marketing strategy, Tactics

In the “change is the only constant” department, we’re seeing B2B marketing evolve in approach, philosophy, and focus - with new opportunities and technologies promising to impact businesses for the long-run. Some of these come from the increasing sway of B2C marketing, others from emerging technology, like ChatGPT, etc., and still others that have continued to be normalized after the pandemic. Whatever their provenance, these will keep B2B marketers on their feet so they can stay ahead of the competition.

Topics: Content, Marketing, Brand, Customer communications, B2B, Marketing qualified leads (MQL), Sales qualified leads (SQL), Sales funnel, Trends, Customer journey

Email marketing isn’t just sending commercial after commercial. It’s focusing on “What’s in it for me” for your potential clients that will eventually lead to a commercial relationship. Each phase of the message and delivery should be structured to establish and grow this foundation.

Topics: Sales, Email marketing

“What’s in it for me”? is key. Nobody cares what you do. They only care what you do for them.

Start out demonstrating your understanding of your potential clients’ challenges before you explain how your solution is going to address them. This should be standard across every message.

Remember the buyer’s journey. Your content should support every stage: awareness, interest, consideration, decision.

Topics: Email marketing

Unless you are a contestant on the “Married at First Sight” TV show, an engagement comes before a marriage. Keep that in mind when doing email marketing.

Again, the key focus needs to be “What’s in it for me?” Every message should provide value.

Let’s say the potential client joined your mailing list by filling out a form on your website, or you met them at a conference, and they wanted more information. The sooner you follow up, the more likely they are to remember you.

Topics: Content marketing, ABM, PESO, Email marketing

Taking an account-based marketing (ABM) approach pinpoints your focus on a few high-opportunity, high-value accounts who are more likely to pay attention to your communications because they actually need your product and have the budget for it.

Topics: Marketing, Inbound marketing, Messaging, PR, Account-based marketing, Sales, ABM

Amy Kenigsberg, COO & Co-founder, talks about how K2 can up your ABM game

Ask any marketer: account-based marketing, which targets and engages specific accounts with personalized campaigns, is a powerful and profitable strategy.

Topics: Marketing, Inbound marketing, Messaging, PR, Account-based marketing, Sales, ABM