B2B Marketing: Don’t Confuse Strategy with Tactics

Posted by Larry Kenigsberg on May 9, 2024 6:18:00 PM

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Topics: Marketing, Persona, Brand, Customer communications, Audience, Sales, Planning, Marketing strategy, Tactics

Why Integrated Marketing is Essential for B2Bs

Posted by Amy Kenigsberg on May 8, 2024 6:19:00 PM

Today’s B2B buyers and their buyer’s journeys have changed, and that’s why integrated marketing matters - a lot.

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Topics: Marketing, Brand, Customer communications, Account-based marketing, Influencer, B2B, Customer journey, Integrated marketing, Influencer marketing

10 Keys to B2P Marketing Success

Posted by Amy Kenigsberg on Jan 23, 2024 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.

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

Build a Passionate Community to Support Your Business

Posted by Amy Kenigsberg on Dec 4, 2023 12:44:51 PM

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.

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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

Quick Tips to Improve Your Website

Posted by Amy Kenigsberg on Aug 10, 2023 11:31:00 AM

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

Top 10 Reasons for B2B PR

Posted by Amy Kenigsberg on Aug 8, 2023 1:38:00 PM
  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
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Topics: Customer communications, B2B, B2X

Collaborative Marketing: No B2B Enterprise Is an Island

Posted by Amy Kenigsberg on Aug 1, 2023 12:57:00 PM

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

Is B2B Collaborative Marketing Good for Business?

Posted by Amy Kenigsberg on Jul 31, 2023 11:53:00 AM

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

Seven Tips for Successful B2B Collaborative Marketing

Posted by Larry Kenigsberg on Jul 25, 2023 11:34:00 AM

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

B2C Lead Generation: How to Successfully Hook and Hold Your Consumers

Posted by Consuelo Reinberg on Jun 26, 2023 12:46:00 PM

Consumers are overwhelmed with offers – WhatsApp ads, retargeting, Facebook and LinkedIn ads, text messages, and some even still watch TV and listen to the radio. In today’s super-competitive climate, if you want to get prospects’ attention and money, you’ll need to hook them with highly targeted messages wrapped in something:

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Topics: News value, Content marketing, Marketing, Customer communications, Messaging, Personas, Sales, Client relations, Video, B2C

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