Comments from K2 Global Communications

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

Build up ABM success by bringing down the silos

Account-based marketing (ABM), which replaces broad marketing campaigns with laser-focused efforts on key accounts, cannot happen when there’s daylight between sales and marketing.

ABM’s mission to identify and target specific prospects requires coordinating resources. This means replacing traditional sales and marketing silos with sales and marketing alignment and partnership: a task that’s easier said than done.

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

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

At first glance, account-based marketing (ABM) and inbound seem like polar opposites: ABM focuses on decision makers within particular enterprises and engages them with personalized communication. Inbound marketing takes a more expansive approach, attracting customers to products and services by creating valuable content.

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

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

Keep your edge and grow with targeted strategies and tactics. The key is to adapt what works at home and translate it into international marketing success.

Topics: International Marketing

Successful international marketing requires more than cloning your domestic marketing efforts

If you think it’s time to break into new markets, don’t just plan to clone your domestic marketing efforts. The strategy and messages that may resonate with home-country audiences may not work in foreign business landscapes. Before you start your global expansion plans, check these five marketing tactics:

Topics: International Marketing

The rise of AI for content marketing has made it much more difficult to stand out.

Your platforms generate a wealth of data that can be leveraged to create powerful PR and social media campaigns. Data-driven content builds trust and engages your audience. The data not only helps to tell your company’s story but also provides valuable insights that resonate with your audience.

Data-driven content has a distinct advantage: it is grounded in facts and provides value to your audience.

Topics: Public relations, Social media, Marketing qualified leads (MQL), Sales qualified leads (SQL), Marketing strategy, Sales enablement content

Topics: Public relations, Media resources, Press coverage, Blog, Israel

Plan for success.

Trade shows are one of the few places where you can meet many potential buyers personally, putting your solutions center stage and making a great first impression on potential customers.

You need to remember that successful trade shows and getting great ROI from your enormous investment depend not only on having the best exhibit space, attention-grabbing graphics, high-tech demos and free takeaways. It also depends on avoiding common mistakes often made by both new and veteran marketers. Even seasoned professionals could fall into trade-show traps.

Instead, here are our tips about how to be prepared.

Topics: Trade show, Conferences, Sales