Understanding the role of market research and up-to-date intelligence
Many companies are overlooking the critical importance of market research and fail to use it to get actionable insights about their customers. With unpredictable markets, up-to-date intelligence from effective research can help B2B marketers stay on top of customers’ evolving needs to clearly understand what they want or don’t want, knowledge that can inspire truly customer-centric messaging.
Topics: Market research, Customer communications, Message, Messaging, B2B, Marketing strategy
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 tennis player as well as a devoted dad of three.
Topics: Marketing, Message, Messaging, B2B, Customer journey, Integrated marketing
B2B messaging should clearly explain the unique value and selling propositions (UVPs/USPs) and myriad advantages of your solution to everyone participating in purchasing process. Sometimes, that just isn’t achieved.
Fail 1: The “too-broad” B2B messaging
General marketing blah-blah is not appreciated. Technology products are very rarely designed for general use, and the more specific you message to your ideal customer profiles (ICPs)/personas, the better. Messaging must make it immediately apparent who benefits from your product and how.
Topics: Persona, Customer communications, Message, Messaging, B2B
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 unique value propositions/unique selling propositions (UVPs/USPs) are well defined for audiences across the purchasing chain, smoothing the account-based marketing process.
Topics: Marketing, Brand, Customer communications, Message, Messaging, Corporate communications, Client relations, Integrated marketing
How can marketers get smarter about marketing strategy?
The answer is goal setting, and more specifically - SMART goals setting. SMART stands for: Specific, Measurable, Achievable, Relevant, Time-bound.
One of the most difficult marketing tasks, it is nevertheless the one effort that can help marketers focus, get motivated to succeed, and prove just how successful they are.
Topics: Content marketing, Content, Metrics, Social media, Persona, Inbound marketing, Messaging, Account-based marketing, Planning, Tactics, Buyer's journey, Integrated marketing, SMART Goals
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