Run Smooth-as-Silk Analyst Briefings
Analysts are undeniably one of today’s top enterprise influencer groups - providing value with their finger on the pulse on the market, understanding of customer needs and pain points, and ability to advise clients which vendor and solutions to consider.
Topics: Analyst, Analyst relations, Messaging
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
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
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.
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
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.
Topics: Content marketing, Content, Marketing, Brand, Customer communications, Audience, Messaging, Corporate communications, ABM, PESO
Consumers are overwhelmed with offers – WhatsApp ads, retargeting, Facebook and LinkedIn ads, text messages, and some even still watch TV and listen to the radio. In today’s super-competitive climate, if you want to get prospects’ attention and money, you’ll need to hook them with highly targeted messages wrapped in something:
Topics: News value, Content marketing, Marketing, Customer communications, Messaging, Personas, Sales, Client relations, Video, B2C
Recent research indicates that influencer marketing can generate 11 times greater ROI than more traditional strategies. Unlike conventional tactics that push a message in front of sometimes reluctant audiences, influencer marketing delivers your message via credible, authoritative experts to audiences who trust their content over that from brands. Moreover, influencer marketing is more critical for B2B than for B2C: With B2B purchase price overwhelming B2C’s, word of mouth and endorsement is critical to the former’s success.
Topics: Marketing, Analyst relations, Inbound marketing, Messaging, PR, Account-based marketing, Sales, ABM, Influencer