Author archives: Movéo Team

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Marketing Wisely with Email in Today’s Environment

In a down economy, email marketing can be both a B2B marketer’s friend and enemy. As cuts are being made and marketers look for ways to increase sales, they must not lose sight of the fact that while price and selling are important, value — or the perception of value — is equally important. On […]

After the shock — one scenario for business

Predictions about a post-pandemic future are premature to be sure, especially this early on in the crisis. However, people need to look ahead, if not for certainty then for preparedness’ sake. One possible scenario has five stages. Let’s call it the “whip” curve: Old Normal Business activity as it was prior to the pandemic (i.e., […]

Demand generation in a time of social distancing

There is an old Latin proverb — “If there is no wind, row.” As the COVID-19 virus sets in and we all hunker down, many businesses have realized they have to be their own wind. No one will create opportunities for them. If they want to succeed, they have no choice but to muster the […]

The cookie is going away. What happens next?

Cookies — or third-party tracking codes — have evolved to be a central component of digital advertising. Yet for various reasons, from privacy concerns to ineffectiveness across devices and mobile apps, cookies have outlived their usefulness. Firefox and Safari currently block them and Chrome will do so by 2022. How will B2B marketers cope without […]

B2B and B2C buyer journeys converging in new ways

A study by Forrester commissioned by Adobe finds that B2C and B2B buyer journeys now share more similarities than differences. While certain aspects of the B2B sale will likely always be unique (e.g., team buying, longer buying journeys, etc.), in a number of other ways the two have started to mirror each other. Specifically: Rising […]

Where is healthcare going? Maybe Forward.

As the US healthcare industry continues to reel from unprecedented change, new business models are emerging from unexpected sources. PwC has identified four disrupter archetypes: vertical integrators (e.g., CVS Health and Aetna), employer activists (e.g., Haven), technology invaders (e.g., Apple) and health retailers (e.g., Walmart). Yet, there is a San Francisco-based startup that combines several […]

High-Performing Healthcare CRM Starts Before the RFP

There’s no doubt that the need for enterprise-wide business intelligence is changing how organizations use their customer relationship management (CRM) systems. For healthcare systems with an accountable care model, the pressure is even greater to find a CRM vendor with the capabilities and sophistication to deliver significant ROI. But that’s where things tend to go […]

Healthcare marketing’s secret weapon

When it comes to increasing demand for services and driving up patient volume, healthcare marketing is typically concentrated on acquisition and branding — the top of the sales funnel. But that means neglecting one of the industry’s unique advantages: a buyer highly receptive to bottom-funnel tactics and relationship building. A buyer sensitive to experience Unlike […]

Data is Key to Personas that Work

Marketing personas, semi-fictional representations of your existing or prospective consumers, put a face to your data and give you something meaningful and relevant to talk about with your top targets. They help your team answer critical questions such as “Who are these consumers?” “What’s important to them?” “How do they use healthcare?” “How can we […]

Cracking the Code on Voice of the Customer

What’s the first thing that comes to mind when you hear “Voice of the Customer research”? If you’re like many healthcare marketers, the answer is simple: surveys. Lots of surveys. The trouble is, that one-word answer could limit the value your Voice of the Customer (VoC) research actually provides. To be clear, this doesn’t mean […]