Creating the Perfect Combination of Account-based & Inbound Marketing

Posted by Larry Kenigsberg on Jan 12, 2023 12:32:00 PM

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.

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Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM

Strengthen Connections with ABM

Posted by Larry Kenigsberg on Jan 9, 2023 12:51:00 PM

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.

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Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM

How to Overcome the Five Barriers to Sales & Marketing Alignment

Posted by Larry Kenigsberg on Jan 3, 2023 5:42:00 PM

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.

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Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM

How Account-based Marketing Relieves Five Marketing Headaches

Posted by Consuelo Reinberg on Dec 28, 2022 9:15:00 AM

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.

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Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM

Your ABM Needs and Our Marketing Communications Resources

Posted by Consuelo Reinberg on Dec 19, 2022 12:31:00 PM

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.

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Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM

TIPS:  What Your Cybersecurity Message Should Say

Posted by Larry Kenigsberg on Dec 5, 2022 2:54:00 PM

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 a global cybersecurity market whose value is set to swell to over $300B by 2024 and VC funding that saw $12.5 billion in funding in just the first half of 2022. 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 3,500 cybersecurity companies, whose marketing messages are now flooding -- make that clogging -- an already congested vertical.

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Topics: content marketing, marketing, audience, message, messaging, personas

Your Next Move in a Winning Cybersecurity Marketing Game - Refine Your Buyer Personas

Posted by Amy Kenigsberg on Dec 1, 2022 9:30:00 AM

Successfully marketing your cybersecurity solution is not a guessing game. Targeted marketing is like any other targeted activity – where you aim is where you’ll hit. Of course, that’s easier said than done. With hundreds of cyber solutions on the market, it’s difficult to find your security product’s unique niche so you can tailor-fit your message to the right buyers.

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Topics: marketing, persona, audience

The Real Need for Messaging as a Service (MaaS)

Posted by Larry Kenigsberg on Oct 12, 2022 11:17:00 AM

Hmmm…should this be a blog or rant?

We’re constantly amazed at the number of companies who’ve been around for years and don’t have a cohesive messaging document (MD).

While I understand the aversion – MDs are difficult to execute, with various stakeholders within the company trying to get their voices heard – a well-conceived MD creates a virtual paint-by-numbers scenario, where all of your USPs are well defined for audiences across the purchasing chain, smoothing the account-based marketing process.

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Topics: marketing, brand, customer communications, message, messaging, corporate communications, client relations, integrated marketing

B2B Messaging: Why It’s Different - and More Difficult - Than B2C

Posted by Larry Kenigsberg on Oct 6, 2022 11:28:00 AM

Robert, CMO of a cybersecurity business, devotes his energies to making his company’s solution stand out in a very crowded marketplace. He ensures his marketing and sales teams stay on top of the latest available analytics, CRM, social media, and other technologies that’ll help them achieve his goals. While Bob is a super-effective CMO, he’s also a fanatical sportsman - forever trying to fit tennis matches in his already busy schedule - as well as a devoted dad of three.

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Topics: marketing, message, messaging, B2B, customer journey, integrated marketing

Is B2B Collaborative Marketing Good for Business?

Posted by Amy Kenigsberg on Sep 22, 2022 1:35:00 PM

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

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