Everything we do is focused on growing your business. We design, build, and implement holistic campaigns driving customer acquisition, engagement, and retention. We emphasize your key competitive advantages – how your technology solves critical business issues.
K2’s services include
- Account-based marketing
- AI & marketing training
- Analyst relations
- Collaborative marketing
- Content marketing
- Email marketing
- Employer branding & internal communications
- Events
- Inbound marketing via HubSpot
- Messaging and positioning
- Multichannel marketing (PESO)
- Strategic marketing consulting and planning
- Public relations
- Sales-enablement content
- Social media
K2’s multichannel approach delivers “What’s in it for me” client- and employee-focused communications. We develop strategies and tactics that build your bottom line from the outside and the inside.
We craft your critical messages, clearly defining your benefits across markets and players, systematically approaching them niche by niche, role by role, ensuring everyone touched during the buying process understands how your solutions address their specific needs. We reinforce those external communications with strong employer branding and internal communications.
Strengthen Internal Communications & Employer Branding
Before you look outside, self-reflect. Are your company’s leaders clearly communicating their goals and vision for the next year, the next quarter, the next release? Your employees’ clarity about the company comes from the top. If they don’t have a sense of the company’s direction, they can’t be fully engaged, and they can’t promote it to your clients, partners, and future customers. Furthermore, strong employer branding ensures that potential employees see your organization as offering more for their futures.
Build Your Strategy
Clarity in messaging and positioning clears your path. K2 works with you to define your value propositions and competitive advantages, creating the principles and structure that drive all your communications.
Target the Right Audiences
Clearly define your personas and ideal customer profiles (ICP), and focus on the “What’s in it for me” for targeted markets, companies, and individuals. Ensure everyone touched during the buying process – from the C-suite to the end user – understands how you solve their most pressing business challenges.
K2 translates granular engineering features into direct business benefits.
Spotlight Competitive Advantages
Content demonstrates expertise. You and your fellow leaders have years of beneficial experience to impart. Strategically placed thought-leadership, benchmarking, and data-focused content recruits potential customers and employees while reinforcing your messages to all relevant audiences.
Increase Customer Retention
The old adage is true – customer retention is more cost effective than attracting new customers. Strengthen your sales-enablement content to reinforce your value.
Expand Customer Acquisition
Reach influencers and customers with PR, analyst relations, and social media. Publicize and promote your brand across your customers’ preferred channels to drive traffic and grow sales and marketing qualified leads (SQLs and MQLs). Third-party endorsement from trusted industry leaders reinforces your expertise.
Grow Engagement
Inbound marketing strengthens connections. Transform customers into brand advocates. Your website should be a valuable destination for potential and existing clients, a resource before, during, and after the sale.
Put It All Together
When you’re ready, K2 is your single address. We focus on the Paid, Earned, Shared, and Owned (PESOTM) model of communications, with a special focus on account-based marketing (ABM).