Comments from K2 Global Communications

 

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

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.

Topics: Content marketing, Content, Marketing, Brand, Customer communications, Audience, Messaging, Corporate communications, ABM, PESO

Nike’s online community built around its Run+ mobile app not only benefits members through personal training tips and challenges, but also helps the company gain an in-depth understanding of its users’ interests and behaviors.

Online fashion brand Asos’ social followers constantly share content and respond to comments.

Spin Sucks’ 80,000+-strong community’s passion for content marketing has made the brand a leader in the PR and communications industry.

Social media plays a critical role in building a community of loyal customers who can positively impact your brand or business.

Topics: Content marketing, Social media, Brand, Customer communications, Audience, Messaging, Personas, Client relations, Shared media, LinkedIn, Marketing qualified leads (MQL), Sales qualified leads (SQL), Twitter/X, YouTube, Facebook, Reputation

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.

Topics: Content marketing, Marketing, Brand, Customer communications, SEO, Account-based marketing, Client relations, Integrated marketing, Collaborative marketing, Website

1. Build brand awareness: No one buys from an unknown company
2. Increase product value: Third-party endorsement increases the value of your solution
3. Increases exposure to potential customers

Topics: Customer communications, B2B, B2X

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.

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.

Topics: Content marketing, Marketing, Social media, Brand, Customer communications, Integrated marketing, Collaborative marketing

The best version of collaborative marketing drives success for everyone involved – sharing channels to present complementary solutions strengthens both brands while increasing leads.

1) Select the type of B2B partnership you need

• Strategic partnership - Align with non-competitive companies that offer products or services that complement yours - for example, a healthcare provider and a health data platform that offers remote access - can help both brands reach into each other’s markets to expand their customer base and grow revenue.

Topics: Content marketing, Content, Customer communications, Corporate communications, Account-based marketing, Collaborative marketing, SMART Goals