Comments from K2 Global Communications

Your sales teams can exceed expectations if you have the right materials at the right time for the right customer – we’re talking about bringing “What’s in it for me” to whole new levels.

Topics: content marketing, content, message, sales, USP, sales funnel, Sales enablement content, UVP

With the ever-increasing volume of generic marketing content thanks to AI tools, it’s critical that companies make greater efforts to stand out. That’s why sales enablement content is more important than ever.

By aligning content with the buyers’ journeys and providing the information they seek at every touchpoint, marketers elevate their brand's credibility, instill trust, and drive conversions.

Topics: content marketing, content, sales, sales qualified leads, Sales enablement content

Getting ready for a trade show can be overwhelming, even for those of us who are regular exhibitors. Early in my career, I was at a show every fifth week, which made life quite busy for a year or two. To make it simple for all of us, here's a quick and easy calendar of activities you need to keep in mind.

Topics: Public relations, press release, media coverage, media, trade show, staffing, conferences, giveaways

Initiating public relations activities, even at the most minimal level, is always beneficial.

Profitable PR, though, requires an investment of time and money to fully realize ROI.

Sending out a press release every month “just because” will get your name out there. Whether it is to the right people remains to be seen.

Topics: Public relations, press coverage, press release, PR

Thanks for using K2 Global Communications Website Grader Tool. If you haven't, you can access it here.

No matter your score, here are some quick tips to generate more active visits for your existing and potential client base.

Topics: content marketing, marketing, brand, customer communications, SEO, Account-based marketing, client relations, integrated marketing, collaborative marketing, website

1. Build brand awareness: No one buys from an unknown company
2. Increase product value: Third-party endorsement increases the value of your solution
3. Increases exposure to potential customers

Topics: customer communications, B2B, b2x

Collaborative marketing is a must-add to your overall B2B marketing strategy. Collaborative marketing means building connections, networking, and establishing formal partnerships among related, non-competitive businesses to increase brand awareness, gain new customers, and boost sales.

Topics: content marketing, content, brand, customer communications, integrated marketing, collaborative marketing, email marketing

Know the pros and cons before you dive in

Like any endeavor, B2B collaborative marketing has its up and downsides. It’s up to the partner-brand companies to strike a good balance. Before we dive too deeply into B2B collaborative marketing pros and cons, definitions are in order because a few related terms - i.e., co-branding, co-marketing, brand partnership - are often bandied about and may cause confusion.

Topics: content marketing, marketing, social media, brand, customer communications, integrated marketing, collaborative marketing

Once upon a time, I covered trade shows as a market analyst for a major consumer publication.  Shortly thereafter I flipped to the other side of the desk and ended up with a press conference on one side of the Consumer Electronics Show and a photo shoot clear across the exhibition hall.  Let’s just say that roller skates were very much on my mind by the time I finished my Mrs. Doubtfire dash back and forth across the crowded exhibit halls.

I empathize with journalists who have been given the immense task of covering trade shows, scouting for new trends, and trying to maintain relationships with industry leaders. That is why when I have a client exhibiting, I try to be a resource to media covering the show by helping them identify my clients’ product introductions long before the show, setting up interviews or, better still, pre-show interviews to save journalist’s precious time, jet-lagged exhaustion, and, especially, their shoe leather.

Here are some pointers for being a resource to media at your next trade show:

Topics: Public relations, journalist, news story, news value, media resources, press coverage, press release, media coverage, trade show

 

Topics: Insider, Public relations, marketing, analyst, analyst relations, market research