Comments from K2 Global Communications

Know What Your Customers Are Thinking

Quick. Name the most powerful marketing tool you have.

The answer comes in various forms - consumer insights, customer data, market research - but all these terminologies amount to one critical word.

KNOWLEDGE.

Topics: content marketing, social media, customer communications, linkedin, marketing qualified leads, sales qualified leads, twitter, youtube, facebook

A pitch-perfect pitch can get top influencers to cover your product

Topics: journalist, analyst, analyst relations, message, corporate communications, technology

“Writer’s block happens to all writers, including content marketing writers.

 With 91% of companies today using content marketing to attract leads and engage customers, as content marketers you can’t afford to run out of ideas. True, ideas are literally all around us, but finding that truly exceptional concept that results in more traffic, more leads and conversions, and greater consumer love and loyalty for your brand can be quite challenging – challenging, but not impossible. If you want to come up with fresh, relevant topics all the time, but feel that your well of content ideas has dried up, read on.

Topics: content marketing, content, DIY, persona, brand, ideas

Content is king, and someone must create it.

Topics: Public relations, news value, content marketing, blog, Israel, content, marketing

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

Build up ABM success by bringing down the silos

Not all prospects give you the best fit or highest value for your solution - thus, the growing popularity of account-based marketing. Approximately 92 percent of B2B marketers consider ABM a critical component of their marketing efforts; and 87 percent of ROI-measuring marketers say that ABM tops all other marketing investments.

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

Hmmm…should this be a blog or rant?

We’re constantly amazed at the number of companies who’ve been around for years and don’t have a cohesive messaging document (MD).

While I understand the aversion – MDs are difficult to execute, with various stakeholders within the company trying to get their voices heard – a well-conceived MD creates a virtual paint-by-numbers scenario, where all of your USPs are well defined for audiences across the purchasing chain, smoothing the account-based marketing process.

Topics: marketing, brand, customer communications, message, messaging, corporate communications, client relations, integrated marketing

Marketing and selling to B2B customers used to be a lot easier, straightforward, and predictable. As marketers and salespeople, you were in charge.

Topics: marketing, sales, client relations, B2B, marketing strategy, tactics, buyer journey, sales funnel

Topics: marketing, persona, brand, customer communications, audience, sales, planning, marketing strategy, tactics