Category Archives: Communications

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Display ads 101: what B2B and healthcare marketers need to know

At this point, we all know that display advertisements are a key feature of digital marketing. But you’ve probably also heard that display ads have limited worth. Maybe you’ve read that people don’t trust display ads, or that half their clicks on mobile are accidental. But while it’s clear that these issues are obstacles for […]

2 techniques for user-centered SEO

Although search engines are rooted in technology, their central purpose is inherently human. By connecting users to the most relevant websites, documents, and resources, search engines create connections and share information between people all over the world. Because search engines are becoming increasingly personalized, user needs and behavior should be an integral part of SEO […]

Our Three Quick Tips for Improving Your SEO

Although paid and organic search work best together, organic search almost always brings a greater volume of visitors to your site. According to BrightEdge data, organic search was the largest driver of traffic to websites and the largest driver of revenue in most sectors studied. Optimizing your website and content to attract search engine users […]

healthcare marketing

Identifying your audience: Healthcare marketing to consumers

As we covered on Tuesday, there are a number of things to consider when determining the audience for your healthcare marketing. In that post, we focused specifically on healthcare marketing aimed at organizations. Today, we’re taking a deeper dive into what that looks like in healthcare marketing to individuals. Who are you trying to reach? […]

healthcare marketing

Identifying the audience: Who is your healthcare marketing for?

Healthcare marketing is a wide-ranging industry, encompassing the activities of brands that want to reach consumers and attract them to a hospital system, as well as organizations that are looking to sell their wares to that same hospital system. In that sense, healthcare marketing audiences can be as different as B2B and B2C audiences. But […]

cross-channel campaign

Optimizing your campaign for success: how to choose the right channels

Compelling messages and attention-grabbing creative are great, but if they’re not delivered through the correct channels, what’s the point? Your campaigns will never reach your target customers unless they’re delivered based on a data-driven channel strategy that focuses on finding the best vehicles for the job. To optimize the channels through which you deliver your […]

Establish Better Communications Between Sales and Marketing

Marketing and sales managers need to work together to streamline communication between their departments. To improve communication at your organization, try pairing modern tech tools, such as a CRM program, with the more traditional approach of in-person meetings. Each tool has unique benefits: CRM Integration Your organization can use a CRM program to manage leads […]

The Difference Between Savvy CMOs and the Rest

The job of the CMO is changing rapidly. As our Managing Partner Bob Murphy said in his MarketingProfs article, “How CMOs can Prove Their ROI in the C-Suite,” top-level marketers juggle multiple tasks, including navigating the digital sphere, satisfying company stakeholders and contributing to sales. Some have risen to these new challenges, while others have […]

How the New Marketing Value Chain Improves Marketing ROI

From business development to sales, all kinds of employees in all kinds of departments are relying on data to define their ROI. We predicted in our white paper on the new marketing value chain that data would become central to marketing operations, but it’s become more than that: data is now a universal way to […]

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