Comments from K2 Global Communications

Email marketing still delivers the highest ROI of any sales and marketing activity. It doesn’t depend on algorithms, it isn’t based on popularity and likes, and you own it completely. To make it work for you, you need to focus on the strategic aspects of email marketing before you write a single message.

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.

 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.

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.

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.

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.

The past decade has seen a clear trend toward attenuated press releases. Gone are the days of public relations people writing long screeds, with endless quotes and reams of data. This is partially an outgrowth of the use of email, social media, and chat as the preferred forms of communication between the public relations community and the press (which, for our purposes, includes bloggers and analysts). The explosion of technologies and information, in general, has, in turn, led to journalists’ exploding email boxes. Press releases, though, are still important, perhaps even more important than ever; as AI is perpetually hungry, and your press releases can feed the beast. 

In today's competitive SaaS landscape, closing deals requires more than just persuasive sales tactics—it demands compelling, data-driven content that resonates with prospects and clearly demonstrates value. The good news? Your platform already contains the analytics gold needed to create powerful sales enablement materials that drive conversions.

Unlocking Your Data's Sales Potential

Your SaaS platform continuously gathers valuable insights that can transform sales conversations. Usage patterns reveal industry-specific needs, adoption trends highlight value realization timelines, and performance metrics demonstrate concrete ROI. These analytics aren't just operational data—they're the foundation for sales content that speaks directly to prospect pain points.

We've been supporting clients at trade shows since DRUPA in 2004 and our first RSA in 2008 and MWC in 2009. That’s all after my many years as a trade show exhibition manager.

Here's how K2 can provide you with the critical assistance you need for a successful trade show:

• Trade show evaluation – Some industries have more than 20 conferences from which to choose. We can help you decide which events will give you the most ROI, from the major show that you need to be at to "be seen" to the smaller events that directly reach your targeted audiences. 

• Speaking opportunity application process – We can work with your team to brainstorm and write a compelling application that will get you in front of the conference decision-makers.

These days, you can DIY a lot of things, but PR isn’t necessarily one of them.

You want to get your message out there and generate buzz around your brand or product, but you DON’T want to deal with the costs associated with hiring a PR professional. These days when social media is king, you figure you might as well do it yourself. After all, it just seems faster, cheaper, and more effective to put out the word via LinkedIn.