Find the latest insights, trends, and topics on B2B and healthcare marketing.
Downloadable content assets like white papers and e-books can and should be used to build brand identity, generate demand and contribute to thought leadership. They can be excellent lead generators, but only when used strategically. To keep your content working for your business, make sure you follow these best practices to encourage potential customers to […]
Despite predictions a few years ago that it was dying off, email marketing is still alive and well in most industries. But are you exploring all the data you collect from your email campaigns? Email analytics are full of valuable customer insights. Marketers can use these insights to improve the customer experience within email campaigns, […]
A deep dive into your website’s analytics will reveal all sorts of information about how your audience interacts with your company. Website data can can teach you what content converts leads and what drives them away, providing necessary insight to help you improve the user experience and grow the bottom line. Focus on these four […]
Data and analytics are rich sources of knowledge about your customers’ likes, dislikes and needs. Marketing shouldn’t just be about reaching new leads, but also about continuing to engage with current customers and keeping them loyal. What sets savvy marketers apart is their ability to understand the insights in data and how to act on […]
It doesn’t take a face-to-face meeting to learn what your customers and leads are seeking online. They are already telling you through their behavior on your website and their interactions — or lack of interactions — with your content across channels. Once you have a robust understanding of these behaviors, you can predict your customers’ […]
Is the customer experience central to each and every one of your marketing efforts? If not, you might as well just throw in the towel now. Sound harsh? It’s not. After all, satisfied leads are the only ones who continue through the sales funnel and become customers, and satisfied customers turn into loyal brand advocates […]
Search engine optimization (SEO) is something companies can no longer afford to ignore. How can you be sure that every piece of content you create is working to boost your website’s performance in search? SEO is an ever-changing field, so even if all your content was perfectly optimized just a few months ago, it may […]
Top-notch content can only build your brand if people can find and appreciate it. Even content that initially engages your audience quickly loses value if you do not continue to promote it. The good news: you can make your content work harder for your business. By creating evergreen content and tailoring it for use across […]
If you want to maximize the impact of your content, you need to track the right KPIs. With the appropriate metrics and measurement practices in place, you can monitor outcomes across the entire lifecycle of a campaign. Here are a few metrics you might be missing: 1) MQL to SQL conversion One of the best […]
Every year, it seems marketers get fixated on one or two “big things.” These trends tend to dominate conversations and airwaves until they’ve either died out, or we’ve collectively said everything that can be said about them and have moved onto something more timely. A few years ago it was Twitter. Then it was inbound […]
