Find the latest insights, trends, and topics on B2B and healthcare marketing.

improve marketing content

How to diagnose weaknesses in your content

We all want to see our content succeed, but when content performs poorly, it can be a learning opportunity. Today, we’re taking a look at three of the most common reasons content fails, and breaking out our marketing toolkits to do some repair work. Problem: vague content Your content is vague, offering no unique insights […]

white papers webinars video content

Three types of content that truly deliver on target needs

Marketers, what are your favorite types of content? Whether you’re into white papers or video, the form your content takes will have a dramatic impact on how your audience processes and acts on its information. Today, we want to talk about three types of content that can truly benefit your targets with actionable, educational insights. […]

educational content

Educational vs. promotional content: striking a balance

Content is meant to drive leads and demonstrate your abilities to address customers’ pain points, but to be effective, it must also avoid overt self-promotion. Great content offers value and engages leads, encouraging them to continue through the marketing funnel with the promise of gaining more knowledge along the way. Poor content simply tells those […]

identify audience needs

How to identify your audience’s needs and address them in your content

Data-driven insights are key to creating content that converts. As the new marketing value chain reminds us, strategy enlightened by data insights creates predictable, effective marketing leading to sales, engagement and brand loyalty. Collecting marketing data is the first step in crafting content that addresses your audience’s needs. Analytics can help your marketing team identify […]

online content

Why online content is the best way to engage your target market

What makes online content a better choice for engaging your targets and addressing their needs than traditional advertising? The simple answer is that content holds value for both marketers and prospects. For marketers, online content allows for direct engagement with members of a target audience, encouraging them to share their contact information in exchange for […]

brand names

Brand Names – The Root of Good Brand Architecture

Most companies operate something like this: Invent or develop something the market wants Give it a brand name Get it out there and sell it There is so much involved with 1) and 3) that 2) can just seem like a natural and straightforward bridge between the two.  You’ve got a great product, the engineers […]

delivering great customer experience

Three brands that are delivering great customer experience

According to Regalix’s “State of B2B Customer Experience 2014” survey, 81% of executives rank customer experience among the top priorities of their organizations. To help your organization learn from the best, we’re bringing you a few examples of B2B and healthcare brands that are leading the pack when it comes to making their customers happy. […]

creating better customer experiences

Zebra Technologies case study: creating better customer experiences through content

For over 40 years, our client Zebra Technologies has provided innovative products and solutions to businesses around the world, from scannable wristbands that allow hospitals to better track patient data to interactive self-service kiosks for retailers. With so many disparate audiences to reach, Zebra needed to make each customer segment feel well-served by demonstrating an […]