Understanding the role of market research and up-to-date intelligence
Many companies are overlooking the critical importance of market research and fail to use it to get actionable insights about their customers. With unpredictable markets, up-to-date intelligence from effective research can help B2B marketers stay on top of customers’ evolving needs to clearly understand what they want or don’t want - knowledge that can inspire truly customer-centric messaging.
Topics: Market research, Customer communications, Message, Messaging, B2B, Marketing strategy
B2B messaging should clearly explain the unique value and selling propositions (UVPs/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
A pitch-perfect pitch can get top influencers to cover your product
Topics: Journalist, Analyst, Analyst relations, Message, Corporate communications, Technology
Run Smooth-as-Silk Analyst Briefings
Analysts are undeniably one of today’s top enterprise influencer groups - providing value with their finger on the pulse on the market, understanding of customer needs and pain points, and ability to advise clients which vendor and solutions to consider.
Topics: Analyst, Analyst relations, Messaging
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Why it’s time to create a winning analyst relations program
Open your marketing toolbox, and you’ll see a whole range of weaponry with which to conquer your market. From advertising and public relations to sales promotions and sponsorships, these tools are tried-and-proven elements of every selling effort.
Topics: Analyst, Analyst relations, Brand
Topics: Insider, Public relations, Marketing, Analyst, Analyst relations, Market research
7 Questions to Ask Before Trying DIY Analyst Relations
Analyst relations is simply too critical to simply do yourself or leave in inexperienced hands. Analyst relations could make or break marketing efforts for your technology products. Their objective and expert insights greatly influence technology buyers’ decisions, and your ability to influence these influencers could mean the difference between analyst coverage/ recommendation of your product and...well, the absence of it. Before you say, “How hard can it be?” ask yourself these questions:
Topics: Analyst, Analyst relations, Objective, Message, Technology
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
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