SMBs and SMEs need to take an active approach to generating marketing and sales qualified leads. Here's a quick intro. with homework.

1. Your OTHER Business
No matter what you are actually selling, you are now a content provider, too

2. K2 Global Communications
K2 Global Communications 2
Global PR, inbound & content
marketing, social media, and marcom
for Israeli and international companies
Bottom-line focus
Experience introducing new
technologies in specialized markets
Local availability with global reach
Clients in cybersecurity, AI, IoT, cloud,
agtech, big data, software, storage & more
Larry Kenigsberg
Co-founder & CEO K2
Amy Kenigsberg
Co-founder & COO K2

3. It’s all about
strategy.

4. Who are your customers?
• What is important to them?
• What do they need from you?
• What do they want from you?
• What are their pain points?
You need to deliver “What’s in it for me” for your target audiences.
If you can answer these questions from your customer’s
perspective, you’ve set the stage for success.

5. All Communications Should
Appeal to Clearly Defined
Audiences

7. Are you keeping pace with
your audiences? Maybe you
should still WOO WOO – if
MOM is your target audience

8. Don’t Be a One-Hit Wonder
Strong Customer Loyalty
Depends on
CREATING LONG-TERM
RELATIONSHIPS

9. Customer-focused Messaging
•Needs
•Desires
•Role within the organization
•Role across industries
THEN the product (check your ego at the
door) – with a focus on the problems it solves

10. All customer-facing team
members need to be on the
same page

11. HOMEWORK
Build a written messaging
document that clearly
defines the benefits of your
products/technologies/soluti
ons for each of your key
target audiences that all your
employees can use, no
matter their role

12. The Paths to Your Customers
Multichannel isn’t just technology or television

13. Customer Communications Channels
• Website
• Social media
• Blog
• Newsletter
• Video
• External publications

14. Content Marketing – News You Can Use
Information you can communicate
to your customers that will
•Make their jobs easier
•Reduce their stress
•Increase their wealth
•Improve their lives

15. Inbound Marketing – Blogs & Whitepapers
•Provide both a combination of useful
and promotional content (75% objective,
25% promotional)
•Blog for building relationships
•Whitepapers for lead generation (gated
content)

16. Public Relations
•Position your team as industry thought
leaders
•BEFORE you use the materials
generated as part of your content &
inbound marketing – place them in
trade journals for brand and reputation
building

17. Webinars & Podcasts
•Must be focused on objective useful
content
•Panels generate the most traffic – multiple
points of promotion
•Use presentation materials to create
objective content to support inbound
marketing and PR efforts

18. Social Media
•Peer-to-peer communications channels
•The medium is the message
•Facebook – friendly
•LinkedIn – professional
•Twitter – argumentative
•Instagram – attractive & “warm”
•TikTok – fun & funny
•Social is political, commercial, promotional, self-
indulgent

19. Newsletters & Email Outreach
• Still the #1 means of communications, with highest
ROI
• No more than two per month – don’t want to be
spam
• EXCEPT – Personalized messages have an increased
response rate for message #4
• Headlines are critical – Free, sale, etc. filtered out
• Emails with video have more than 50 percent
response rate

20. Videos
•Video content varies based on
channel and purpose
•Who are your audiences?
•Educational v. promotional
•Serious v. lighthearted

21. Paid Opportunities
• Banner advertising
• Retargeting
• Newsletter sponsorship
• Promotions
• Video ads

22. Awards & Speaking Opps
•Reach your customers leveraging trusted,
third-party promotion
•Make your speech topic submissions
memorable
• Humor and sarcasm generally do work
•Don’t forget everyone who knows better can
identify the pay-for-play awards and speeches

23. HOMEWORK • Research what channels your audiences
follow
• Create content for them on their preferred
channels using the formats that will get
their attention

24. TACHLIS
Getting It Done

25. Your Content Needs to Focus On
•News You Can Use
•Objective statistics that help the industry
•Content that adds to the conversation
•Controversial/Oppositional
•Promote your clients’ case studies: Quality
testimonials provided by real people using
your technology, living and working in the
targeted region

26. Repurpose Your Content
•Revise technical papers to
reach a range of audiences
•Single, commercial whitepaper
can become 3-5 blogs, two
articles, etc.

27. Reuse Your Content
•Submit objective content to a targeted media
outlet
•Promote its publication on social media
•Link to their site
•Send the content in your newsletter – with an
“as seen in”

28. Recycling & Evergreens
• December comes every
year
• Predictions
• Holidays
• Back to school
• Are the same people
reading your blog year
after year? Do they
remember what you
wrote?

29. A/B Testing
Your Content
Distribution
Vary the
headline
“Rearrange”
the content
Test time of
day
Test day of
week
Split by
market
interest

30. Amplifying Everything
•Part of the
Reduce/Reuse/Recycle Cycle
•Any content used in one place
should be promoted in another
•Same theme, different channel

32. HOMEWORK
• News You Can Use
• Create 5-10 objective blog posts that
you can schedule to run over the next
few months
• Social
• Curate 25 pieces of objective content
and write 25 pieces of promotional
content and schedule them to appear
on your social media
• Newsletter
• Write generic content for three
newsletters

33. Measurement
Higher website traffic
Consider quantity v. quality
•Six visits – One registration
•Thousands of visits – Nothing
More followers
Increase in newsletter subscribers
Growth of conversion rates
Increase in Marketing Qualified Leads & Sales
Qualified Leads

34. Be Aware Of…
Don’t Make These Mistakes

35. Present a Professional Face
• Have a native, high-level English speaker
review your website
• While it may appear to be English, many
Israeli sites are in “Heblish”
• The cow brown that jumped over the moon.
• The brown cow jumped over the moon.
• He is getting into the place.
• He entered.

36. Spelling Counts
• Any typo in a website or marketing
material significantly reduces your
credibility
• If you cannot be bothered to spell correctly
or have your materials proofread, you’re
undermining confidence in your company
and products

37. And Your Name Is?
• ‫רוני‬
• Ronny
• Ronnie
• Roni
• Ronni
• Ronie
• Ronney
NEVER misspell anyone’s
name
• Ask how his/her name is spelled
• Check LinkedIn, etc.

38. Questions?

39. Thank You!
39
+972 9 794 1681
+972 524 761 341
U.S. +1 913 440 4072
amy@k2-gc.com
www.k2-gc.com