B2B Marketing: Don’t Confuse Strategy with Tactics

Posted by Larry Kenigsberg on May 30, 2023 3:43:00 PM

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Topics: marketing, persona, brand, customer communications, audience, sales, planning, marketing strategy, tactics

Five Ways PR Drives Corporate Reputation and Investor Confidence

Posted by Amy Kenigsberg on May 23, 2023 2:41:00 PM

No other tool drives reputation management more effectively than public relations.

What Is Reputation Management, and How Does It Drive Investment Decisions?

Corporate reputation refers to what people think of your brand, company, or product. Reputation management deals with the efforts to influence and burnish such public perceptions - critical to your business’ survival and success. It has become pivotal in its impact on investor relationships, confidence, and, ultimately, decisions. The same goes for rapid, open response when there’s a problem or a crisis – the response immediately effects your reputation.

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Topics: content marketing, social media, brand, customer communications, corporate communications, marketing qualified leads, sales qualified leads, corporate social responsibility, CSR, investor relations

B2B2C: The Marketing Model Takes Hold

Posted by Larry Kenigsberg on May 22, 2023 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.

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

Why Integrated Marketing is Essential for B2Bs

Posted by Amy Kenigsberg on May 16, 2023 12:00:00 AM

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

Craft B2B Messaging Your Audiences Really Want to Hear

Posted by Larry Kenigsberg on May 3, 2023 1:45:00 PM

 

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.

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Topics: market research, customer communications, message, messaging, B2B, marketing strategy

Maximize Inbound Marketing with an External Team

Posted by Amy Kenigsberg on Apr 26, 2023 9:00:00 AM

You can have it all, just not at the same time, or so it seems. Your SEO expert is amazing but your writing team doesn’t have the time to create all the needed content nor create all the content and  landing pages. Your social media team has created comprehensive promotional campaigns but is falling behind on curating the objective content necessary to please your target audiences.

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Topics: Public relations, content marketing, DIY, social media, persona, inbound marketing, customer communications, personas, PR, SEO

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

Posted by Amy Kenigsberg on Apr 20, 2023 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.

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

How the PESO Model Maximizes Thought Leadership Marketing

Posted by Amy Kenigsberg on Apr 17, 2023 10:00:00 AM

 

 

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.

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Topics: content marketing, content, customer communications, corporate communications, SEO, PESO, Paid media, Earned media, Shared media, owned media

Best Marketing Techniques to Support Your Inbound Campaign

Posted by Amy Kenigsberg on Apr 12, 2023 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.

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

Three Ways to Empower Your Inbound Strategy

Posted by Amy Kenigsberg on Apr 6, 2023 12:44:00 PM

Committing to inbound marketing means attracting and growing your leads and customer base via valuable and highly customized content and experiences. To successfully drive inbound marketing and sales, three things must happen:

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Topics: content marketing, inbound marketing, customer communications, marketing qualified leads, sales qualified leads, hubspot

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