Comments from K2 Global Communications

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

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

Have you ever booked a hotel on Kayak or ordered a food processor from Amazon? These are all classic examples of business to business to customer (B2B2C), in which the manufacturer sells a product or service to the channel or route to the customer, making the latter’s end-product more valuable to the consumer.

Topics: Content, Marketing, Inbound marketing, Customer communications, Messaging, PR, Sales, B2C, Influencer, B2B2C, B2B

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

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

“Everybody has a price” – but, what if…

Topics: Public relations, Marketing, Brand, Audience, Message, PR, Corporate 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

This basically comes down to an exercise in empathy.

Put yourselves in a journalist’s place. Your email box is flooded. You’ve got the pressures of staying abreast of key players in your markets while having to absorb the importance of new products and companies.

Most importantly, you’ve got deadlines.

Topics: Journalist, Press coverage, 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

We've recently done a series of webinars about how to maximize the value of ChatGPT for marketing strategy and tactics.

Topics: Content, Marketing, AI, ChatGPT

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 now displaced 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