Comments from K2 Global Communications

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

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

 

Understanding the role of market research and up-to-date intelligence

An article on 31 product launch statistics for 2022 revealed this nugget from a Harvard Business School professor: about 30,000 new products are launched each year, and about 95 percent of these will probably fail.

Topics: Market research, Customer communications, Message, Messaging, B2B, Marketing strategy

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

B2B messaging should clearly explain the unique selling propositions (USPs) and myriad advantages of your solution to everyone participating in purchasing process. Sometimes, that just isn’t achieved.

Fail 1 - The “too-broad” B2B messaging

General marketing blah-blah is not appreciated. Technology products are very rarely designed for general use, and the more specific you message to your personas, the better. Messaging must make it immediately apparent who benefits from your product and how.

Topics: Persona, Customer communications, Message, Messaging, B2B

 

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

“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

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

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

Content is king, and someone must create it.

Topics: Public relations, News value, Content marketing, Blog, Israel, Content, Marketing

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