Comments from K2 Global Communications

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

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

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

Want to break through the clutter? Want to rise above the market noise?

Are there too many cybersecurity companies for our own good?

Some have become unsustainable as others have gone under. It seems ironic that cyberattacks - the biggest threat to both organizations and nations - have given rise to an enormous global cybersecurity market.

Should be good news, right? However, the unrelenting waves of cyberattacks and the increasing need to mitigate security risks has also given rise to more than 4,000 cybersecurity companies, whose marketing messages are now flooding -- make that clogging -- an already congested vertical.

Topics: Content marketing, Marketing, Audience, Message, Messaging, Personas

Since starting our business almost two decades ago, we’ve seen companies

Topics: Public relations, Blog, Content, Marketing, Valuation

The tension in the room was palpable. The CEO was clearly an unwilling hostage to the situation; that seemed clear. Amy and I were invited to this meeting by T, the vice president of marketing. He wanted to pursue a more aggressive marketing communications and public relations campaign to help his underperforming potential monster technology.

Topics: Public relations, News value, Israel, Marketing

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 (MQL), Sales qualified leads (SQL), Twitter/X, YouTube, Facebook

Imagine trying to write code without a computer.

Nearly impossible, right?

When it comes to software, we understand the needs of our developers. Enormous budgets and teams are dedicated to making sure developers have everything they need to create the best software possible, but all that is moot without anyone to sell it. 

Topics: Sales, Sales qualified leads (SQL), Sales funnel, Sales enablement content

 

Sales enablement content is the bridge that connects the challenges your customers face to your solution’s features.

Topics: Messaging, Sales, USP, Sales enablement content, UVP