Topics: Insider, Public relations, Marketing, Analyst, Analyst relations, Market research
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
Your ABM Needs and Our Marketing Communications Resources
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
Creating the Perfect Combination of Account-based & Inbound Marketing
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
How to Overcome the Five Barriers to Sales & Marketing Alignment
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 ever-increasing adoption 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 Account-based Marketing Relieves Five Marketing Headaches
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
TIPS: What Your Cybersecurity Message Should Say
Want to break through the clutter? Want to rise above the market noise?
Are there too many cybersecurity companies for our own good?
Some have become unsustainable as others have gone under. It seems ironic that cyberattacks - the biggest threat to both organizations and nations - have given rise to an enormous global cybersecurity market.
Should be good news, right? However, the unrelenting waves of cyberattacks and the increasing need to mitigate security risks has also given rise to more than 4,000 cybersecurity companies, whose marketing messages are now flooding -- make that clogging -- an already congested vertical.
Topics: Content marketing, Marketing, Audience, Message, Messaging, Personas
Five Ways the PESO Model Delivers Great Content Results
Build your brand - By effectively using an orchestrated outreach strategy, such as PESOTM (created by Gini Dietrich), across all channels, marketers will extend the reach and increase the overall effectiveness of their efforts, boosting both brand loyalty and revenue.
Topics: Journalist, Press coverage, Content marketing, Content, Marketing, Metrics, Social media, Brand, Audience, Corporate communications, Client relations, PESO, Earned media, Shared media, Owned media
Seven Powerful Opportunities that Impact B2B Marketing
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, and still others from 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
B2B Marketing: Don’t Confuse Strategy with Tactics
Topics: Marketing, Persona, Brand, Customer communications, Audience, Sales, Planning, Marketing strategy, Tactics