Comments from K2 Global Communications

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

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

 

 

Social media always needs to be in complete synch with inbound and content marketing, PR, and customer communications. This is especially critical when it comes to the PESOTM model (created by Gini Dietrich), which drives brand awareness, reputation, and sales by integrating Paid, Earned, Shared, and Owned media, maximizing content.

Topics: Content marketing, Content, Customer communications, Corporate communications, SEO, PESO, Paid media, Earned media, Shared media, Owned media

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 (SQL), Sales enablement content

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

At the end of the day, businesses market to people, not to faceless decision-making committees or a bunch of same-demographic consumers. Whether you’re selling to CEOs or stay-at-home dads, your marketing should speak to individual customers - think “human” instead of “the client” or “the client company” - each with his or her own tastes, interests, expectations, preferences, life, and work situations.

Topics: Content marketing, Content, Marketing, Brand, Customer communications, Audience, Messaging, Corporate communications, ABM, PESO

Companies now recognize the potential for increased productivity, employee satisfaction, and access to a broader talent pool that comes with a hybrid approach. Thus, employee communications in a hybrid work environment must support increased flexibility, while driving collaboration, innovation, and a shared company culture.

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Effective communication is the linchpin that holds the workforce together. When physical proximity is no longer a given, internal communications must be used to bind the teams, align organizational goals, and sustain a cohesive company culture.

Topics: Internal communications, Employee communications, Employee engagement, Remote workforce, Hybrid workforce

 Generating leads is only half the battle. The other half is closing those deals.

With so many different vendors ups and solutions, your sales process must stand out. Providing clear, consistent, and concise sales-enablement content can help you close more deals.

Topics: Content marketing, Personas, Sales, Sales enablement content

Effective internal communication is a challenge - and a necessity. Assumptions about informal channels can lead to information gaps. An unclear hierarchical structure may make it hard to establish clear lines of communication. Managing messaging to remote, hybrid, and onsite employees needs to be a priority. Addressing these issues allows information to flow freely.

Leadership sets the tone for organizational communication; leading by example - prioritizing transparent and open communications - is potent. Transparent communication builds trust among team members and strengthens the sense of shared responsibility. Leaders need to provide regular updates, provide insights about their decision-making processes, and be honest about challenges and successes.

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Topics: Internal communications, Employee communications, Employee engagement

The smaller the organization, the more each individual's contribution is amplified. Teams are more tightly knit. Understanding these dynamics is crucial.

Clear communication requires awareness about diverse linguistic nuances and cultural norms. Recognizing, respecting, and adjusting to individuals’ diverse backgrounds – birth nationality and language, years in the country, etc. is critical.

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In addition, you must understand and tailor comms to individuals’ communications preferences. Some team members may prefer one-on-one interactions, while others may prefer more formal channels, such as weekly updates. Tailoring messages to accommodate these preferences ensures that information is received and understood.

Topics: Internal communications, Employee communications, Employee engagement