Comments from K2 Global Communications

Practically all B2B marketers agree that content marketing works, but not everyone is clear on how exactly to calculate the ROI and business value of a company’s content marketing investment.

Assessing the quality of content - Is the content original and audience-appropriate? Does it tell a story or add value to the site? Is the tone, spelling, and grammar pitch-perfect? - is one thing.

Determining the bottom- line impact or business benefit of each blog post, article, email, e-book, case study, podcast, infographic, or social campaign is quite another - and one of the trickier challenges facing marketers today.

You can use a number of metrics to measure content performance, depending on your business goals and what you intended for your content marketing program to achieve. Was your content written to acquire customers or increase revenue and profit? Position your brand or tell your product story? Enhance customer engagement? Acquire better-quality leads?

Among the most obvious measurements of content marketing success would be ROI (the revenue gained from content marketing compared to the amount spent on creating and distributing content), number of qualified leads, and percentage of lead conversions to closed sales generated by the content. Other important indicators of content effectiveness include:

Topics: Content marketing, Content, Metrics, Bounce rate, Exit rate

How can marketers get smarter about marketing strategy?

The answer is goal setting, and more specifically - SMART goals setting. SMART stands for: Specific, Measurable, Achievable, Relevant, Time-bound.

One of the most difficult marketing tasks, it is nevertheless the one effort that can help marketers focus, get motivated to succeed, and prove just how successful they are.  

Topics: Content marketing, Content, Metrics, Social media, Persona, Inbound marketing, Messaging, Account-based marketing, Planning, Tactics, Buyer's journey, Integrated marketing, SMART Goals

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

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

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

 You’re an Israel-based cybersecurity company that has successfully proven a new solution in the local market. Now it’s time to expand. The question is where? United States, Canada, India, and Korea are all viable markets. Choosing the right international market is critical.

Topics: Collaborative marketing, International Marketing

It’s a given that international marketing is key to long-term business success. You just need to balance the risks with the rewards. We try to look on the bright side of life, so let’s start with the rewards.

Topics: International Marketing

Your company sits on a treasure trove of data. Every click, login, support ticket, and feature usage tells a story that can help you understand customers, optimize operations, and accelerate growth. When analyzed collectively, this data reveals profound insights about industry trends, challenges, and business needs.

Topics: Public relations, Content marketing, Giveaways, Inbound marketing, Marketing strategy, Sales enablement content

Standing out as an industry leader is not easy. Make it easier by positioning your company as the go-to expert in your field with the right approach to data - delivering concrete data that demonstrates deep industry understanding. Benchmarking reports, derived from your platform's wealth of user data, positions your company as an authoritative voice while providing invaluable insights to your market.

Topics: Public relations, Sales enablement content, Thought leadership