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.
Topics: content, marketing, inbound marketing, customer communications, messaging, PR, sales, b2c, influencer, B2B2C, B2B
Recent research indicates that influencer marketing can generate 11 times greater ROI than more traditional strategies. Unlike conventional tactics that push a message in front of sometimes reluctant audiences, influencer marketing delivers your message via credible, authoritative experts to audiences who trust their content over that from brands. Moreover, influencer marketing is more critical for B2B than for B2C: With B2B purchase price overwhelming B2C’s, word of mouth and endorsement is critical to the former’s success.
Topics: marketing, analyst relations, inbound marketing, messaging, PR, Account-based marketing, sales, ABM, influencer
At first glance, account-based marketing (ABM) and inbound seem like polar opposites: ABM focuses on decision makers within particular enterprises and engages them with personalized communication. Inbound marketing takes a more expansive approach, attracting customers to products and services by creating valuable content.
Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM
Taking an account-based marketing (ABM) approach pinpoints your focus on a few high-opportunity, high-value accounts who are more likely to pay attention to your communications because they actually need your product and have the budget for it.
Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM
Amy Kenigsberg, COO & Co-founder, talks about how K2 can up your ABM game
Statistics prove that account-based marketing, which targets and engages specific accounts with personalized campaigns, is a powerful and profitable strategy.
Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM
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.
Topics: Public relations, content marketing, DIY, social media, persona, inbound marketing, customer communications, personas, PR, SEO
Build up ABM success by bringing down the silos
Not all prospects give you the best fit or highest value for your solution - thus, the growing popularity of account-based marketing. Approximately 92 percent of B2B marketers consider ABM a critical component of their marketing efforts; and 87 percent of ROI-measuring marketers say that ABM tops all other marketing investments.
Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM
How to hire an A-team that delivers quantifiable results
Topics: Public relations, journalist, content marketing, content, marketing, metrics, social media, persona, inbound marketing, audience, personas, PR, corporate communications, SEO
Taking an account-based marketing (ABM) approach pinpoints your focus on a few high-opportunity, high-value accounts who are more likely to pay attention to your communications because they actually need your product and have the budget for it.
Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM
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.
Topics: blog, content, marketing, social media, inbound marketing, customer communications, audience, personas