Inbound Marketing: What ROI Can You Expect - and How Do You Measure It?

Posted by Amy Kenigsberg on Sep 30, 2021 10:50:00 AM

Or How to Get the Most Bang from Your Inbound Marketing Buck

While marketing budgets are growing and more and more companies are leveraging inbound marketing, many CEOs want to know: what returns are we getting out of our investment to prove that inbound marketing is the way to go?

 One, inbound has now displaced outbound in terms of clearly measurable ROI; two, the ROI areas prove the effectiveness of inbound marketing; and three, 10 metrics to consider when measuring inbound ROI.

Read More

Topics: content marketing, content, marketing, persona, inbound marketing, customer communications

Best Marketing Techniques to Support Your Inbound Campaign

Posted by Amy Kenigsberg on Sep 14, 2021 6:00:00 AM

Marketers increasingly recognize that if they want higher ROI, more qualified sales leads, lower cost per acquisition, and increased brand authority, inbound marketing is essential. Inbound marketing is unlike traditional outbound marketing approaches that have marketers vying for customers’ attention via TV and radio ads, direct mail, trade shows, telemarketing, and cold calling. Instead, inbound focuses on having potential leads come to you via company-created Internet content that drives visitors to your website, engages them, and helps your sales team convert them into customers and loyal brand followers.

Read More

Topics: blog, content, marketing, social media, inbound marketing, customer communications, audience, personas

Seven Powerful Opportunities that Impact B2B Marketing

Posted by Amy Kenigsberg on Sep 6, 2021 11:30:00 AM

In the “change is the only constant” department, we’re seeing B2B marketing evolve in approach, philosophy, and focus - with new opportunities and technologies promising to impact businesses for the long-run. Some of these come from the increasing sway of B2C marketing, others from emerging technology, and still others from the pandemic. Whatever their provenance, these will keep B2B marketers on their feet so they can stay ahead of the competition.

Read More

Topics: content, marketing, brand, customer communications, B2B, marketing qualified leads, sales qualified leads, sales funnel, trends, customer journey

HELP WANTED: Eight People to Rock My Inbound Marketing

Posted by Consuelo Reinberg on Jun 23, 2021 6:45:00 AM

How to hire an A-team that delivers quantifiable results

Read More

Topics: Public relations, journalist, content marketing, content, marketing, metrics, social media, persona, inbound marketing, audience, personas, PR, corporate communications, SEO

Is Your Content Marketing Paying Off? 10 Fail-proof Metrics

Posted by Amy Kenigsberg on Feb 28, 2021 3:22:00 PM



Practically all B2B marketers agree that content marketing works, but not everyone is clear on how exactly to calculate the ROI and business value of a company’s content marketing investment. Assessing the
quality of content - Is the content original and audience-appropriate? Does it tell a story or add value to the site? Is the tone, spelling, and grammar pitch-perfect? - is one thing. But determining the bottom- line impact or business benefit of each blog post, article, email, e-book, case study, podcast, infographic, or social campaign is quite another - and one of the trickier challenges facing marketers today.

You can use a number of metrics to measure content performance, depending on your business goals and what you intended for your content marketing program to achieve. Was your content written to acquire customers or increase revenue and profit? Position your brand or tell your product story? Enhance customer engagement? Acquire better-quality leads? Among the most obvious measurements of content marketing success would be ROI (the revenue gained from content marketing compared to the amount spent on creating and distributing content), number of qualified leads, and percentage of lead conversions to closed sales generated by the content. Other important indicators of content effectiveness include:

Read More

Topics: content marketing, content, metrics, bounce rate, exit rate

Paying for the Future with PR

Posted by Larry Kenigsberg on Feb 25, 2021 10:30:00 AM

Since starting our business more than a decade ago, we’ve seen companies

Read More

Topics: Public relations, blog, content, marketing, valuation

B2B2C: The Marketing Model Takes Hold

Posted by Larry Kenigsberg on Oct 15, 2020 9:15:00 AM

Have you ever booked a hotel on Kayak or ordered a food processor from Amazon? These are all classic examples of business to business to customer (B2B2C), in which the manufacturer sells a product or service to the channel or route to the customer, making the latter’s end-product more valuable to the consumer.

Read More

Topics: content, marketing, inbound marketing, customer communications, messaging, PR, sales, b2c, influencer, B2B2C, B2B

10 Keys to B2P Marketing Success

Posted by Amy Kenigsberg on Oct 8, 2020 2:06:00 PM

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.

Read More

Topics: content marketing, content, marketing, brand, customer communications, audience, messaging, corporate communications, ABM, PESO

How to Get Your Standout Cybersecurity Product to Stand Out from the Crowd

Posted by Larry Kenigsberg on Aug 12, 2020 7:15:00 AM

 

Read More

Topics: Public relations, content marketing, content, social media, cybersecurity

What Business May Look Like in the Post-COVID-19 World

Posted by Amy Kenigsberg on Jun 4, 2020 2:05:00 PM

K2 Global Communications has been working with Israeli technology companies for more than 15 years. As such, we have a good overall perspective on the key industries and players in the Israeli ecosystem.

Read More

Topics: content marketing, content, audience, messaging, PR, internal communications, corporate communications