Comments from K2 Global Communications

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

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

Since starting our business almost two decades ago, we’ve seen companies

Topics: Public relations, Blog, Content, Marketing, Valuation

The tension in the room was palpable. The CEO was clearly an unwilling hostage to the situation; that seemed clear. Amy and I were invited to this meeting by T, the vice president of marketing. He wanted to pursue a more aggressive marketing communications and public relations campaign to help his underperforming potential monster technology.

Topics: Public relations, News value, Israel, Marketing

Or How to Get the Most Bang from Your Inbound Marketing Buck

While marketing budgets are growing and more and more companies are leveraging inbound marketing, many CEOs want to know: what returns are we getting out of our investment to prove that inbound marketing is the way to go?

One, inbound has supplemented outbound in terms of clearly measurable ROI; two, the ROI areas prove the effectiveness of inbound marketing; and three, 10 metrics to consider when measuring inbound ROI.

Topics: Content marketing, Content, Marketing, Persona, Inbound marketing, Customer communications