Comments from K2 Global Communications

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 unique value propositions/unique selling propositions (UVPs/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's journey, Sales funnel

  All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved. - Sun Tzu, The Art of War

Topics: Marketing, Persona, Brand, Customer communications, Audience, Sales, Planning, Marketing strategy, Tactics

Email marketing isn’t just sending commercial after commercial. It’s focusing on “What’s in it for me” for your potential clients that will eventually lead to a commercial relationship. Each phase of the message and delivery should be structured to establish and grow this foundation.

Topics: Sales, Email marketing

“What’s in it for me”? is key. Nobody cares what you do. They only care what you do for them.

Start out demonstrating your understanding of your potential clients’ challenges before you explain how your solution is going to address them. This should be standard across every message.

Remember the buyer’s journey. Your content should support every stage: awareness, interest, consideration, decision.

Topics: Email marketing

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

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

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