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.
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Topics:
Marketing,
Brand,
Customer communications,
Message,
Messaging,
Corporate communications,
Client relations,
Integrated marketing
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.
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Topics:
Analyst,
Analyst relations,
Brand
At the end of the day, businesses market to people, not to faceless decision-making committees or a bunch of same-demographic consumers. Whether you’re selling to CEOs or stay-at-home dads, your marketing should speak to individual customers - think “human” instead of “the client” or “the client company” - each with his or her own tastes, interests, expectations, preferences, life, and work situations.
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Topics:
Content marketing,
Content,
Marketing,
Brand,
Customer communications,
Audience,
Messaging,
Corporate communications,
ABM,
PESO
Thanks for using K2 Global Communications Website Grader Tool. If you haven't, you can access it here.
No matter your score, here are some quick tips to generate more active visits for your existing and potential client base.
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Topics:
Content marketing,
Marketing,
Brand,
Customer communications,
SEO,
Account-based marketing,
Client relations,
Integrated marketing,
Collaborative marketing,
Website
Collaborative marketing is a must-add to your overall B2B marketing strategy. Collaborative marketing means building connections, networking, and establishing formal partnerships among related, non-competitive businesses to increase brand awareness, gain new customers, and boost sales.
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Topics:
Content marketing,
Content,
Brand,
Customer communications,
Integrated marketing,
Collaborative marketing,
Email marketing
Know the pros and cons before you dive in
Like any endeavor, B2B collaborative marketing has its up and downsides. It’s up to the partner-brand companies to strike a good balance. Before we dive too deeply into B2B collaborative marketing pros and cons, definitions are in order because a few related terms - i.e., co-branding, co-marketing, brand partnership - are often bandied about and may cause confusion.
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Topics:
Content marketing,
Marketing,
Social media,
Brand,
Customer communications,
Integrated marketing,
Collaborative marketing
Smartest way to reinvest COVID-impacted trade show budgets
COVID-19 and the resulting economic downturn has caused trade shows to disappear from the marketing horizon. Yes – many shows have gone online, but a virtual booth just doesn’t require the same investment.
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Topics:
Journalist,
Press coverage,
Content marketing,
Content,
Marketing,
Metrics,
Social media,
Brand,
Audience,
Corporate communications,
Client relations,
PESO,
Earned media,
Shared media,
Owned media
