Comments from K2 Global Communications

Marketing and selling to B2B customers used to be a lot easier, straightforward, and predictable. As marketers and salespeople, you were in charge.

Topics: Marketing, Sales, Client relations, B2B, Marketing strategy, Tactics, Buyer's journey, Sales funnel

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

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

  All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved. - Sun Tzu, The Art of War

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

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, like ChatGPT, etc., and still others that have continued to be normalized after the pandemic. Whatever their provenance, these will keep B2B marketers on their feet so they can stay ahead of the competition.

Topics: Content, Marketing, Brand, Customer communications, B2B, Marketing qualified leads (MQL), Sales qualified leads (SQL), Sales funnel, Trends, Customer journey

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

Ask any marketer: 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

Build up ABM success by bringing down the silos

Account-based marketing (ABM), which replaces broad marketing campaigns with laser-focused efforts on key accounts, cannot happen when there’s daylight between sales and marketing.

ABM’s mission to identify and target specific prospects requires coordinating resources. This means replacing traditional sales and marketing silos with sales and marketing alignment and partnership: a task that’s easier said than done.

Topics: Marketing, Inbound marketing, Messaging, PR, Account-based marketing, Sales, ABM

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

In today's competitive SaaS landscape, closing deals requires more than just persuasive sales tactics—it demands compelling, data-driven content that resonates with prospects and clearly demonstrates value. The good news? Your platform already contains the analytics gold needed to create powerful sales enablement materials that drive conversions.

Unlocking Your Data's Sales Potential

Your SaaS platform continuously gathers valuable insights that can transform sales conversations. Usage patterns reveal industry-specific needs, adoption trends highlight value realization timelines, and performance metrics demonstrate concrete ROI. These analytics aren't just operational data—they're the foundation for sales content that speaks directly to prospect pain points.

Topics: Marketing, Sales, Marketing qualified leads (MQL), Sales qualified leads (SQL), Sales funnel, Sales enablement content, Data