Comments from K2 Global Communications

Your sales teams can exceed expectations if you have the right materials at the right time for the right customer – we’re talking about bringing “What’s in it for me” to whole new levels.

Topics: Content marketing, Content, Message, Sales, USP, Sales funnel, Sales enablement content, UVP

 

 

The PESO model is an integrated approach that strengthens your ability to leverage your thought leadership content, building trust and credibility with audiences across multiple channels.

Topics: Content marketing, Content, Customer communications, Corporate communications, SEO, PESO, Paid media, Earned media, Shared media, Owned media

 

 

Public relations isn’t just media relations anymore

Public relations and advertising used to live in two different realms, with a solid wall separating paid media -- paid placements like advertising -- and earned media -- publicity gained through valuable content contributions, company mentions, or interviews with journalists.

Topics: Journalist, Press coverage, Content marketing, Audience, Award, Corporate communications, Client relations

Robert, CMO of a cybersecurity business, devotes his energies to making his company’s solution stand out in a very crowded marketplace. He ensures his marketing and sales teams stay on top of the latest available analytics, CRM, social media, and other technologies that’ll help them achieve his goals. While Bob is a super-effective CMO, he’s also a fanatical sportsman - forever trying to fit tennis matches in his already busy schedule - as well as a devoted dad of three.

Topics: Marketing, Message, Messaging, B2B, Customer journey, Integrated marketing

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

 

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

Photo by rawpixel.com from Pexels

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