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
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
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
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.
Read More
Topics:
Marketing,
Inbound marketing,
Messaging,
PR,
Account-based marketing,
Sales,
ABM
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.
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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.
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Topics:
Marketing,
Inbound marketing,
Messaging,
PR,
Account-based marketing,
Sales,
ABM
At the end of the day, businesses market to people, not to faceless decision-making committees or a bunch of same-demographic consumers. Whether you’re selling to CEOs or stay-at-home dads, your marketing should speak to individual customers - think “human” instead of “the client” or “the client company” - each with his or her own tastes, interests, expectations, preferences, life, and work situations.
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Topics:
Content marketing,
Content,
Marketing,
Brand,
Customer communications,
Audience,
Messaging,
Corporate communications,
ABM,
PESO
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
Since starting our business almost two decades ago, we’ve seen companies
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Topics:
Public relations,
Blog,
Content,
Marketing,
Valuation
Build your brand - By effectively using an orchestrated outreach strategy across all channels, marketers will extend the reach and increase the overall effectiveness of their efforts, boosting both brand loyalty and revenue.
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Topics:
Journalist,
Press coverage,
Content marketing,
Content,
Marketing,
Metrics,
Social media,
Brand,
Audience,
Corporate communications,
Client relations,
PESO,
Earned media,
Shared media,
Owned media