Before you begin any content marketing campaign, you have to articulate goals. There are two types of goals: strategic and tactical. Strategic goals will go directly to your purpose: the why. In theory, strategic goals should be relatively straightforward. You wouldn’t be creating a campaign if you didn’t have a strategic goal, right?
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In 2015, I was tasked with launching a new product into the hospital market named, Readmissions Analytics. This product was intended to help hospitals deal with a new financial penalty that the Centers for Medicare and Medicaid Services (CMS) imposed on them for what they deemed as excess readmissions, that is, people being discharged from the […]
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Coordinating marketing campaigns with sales activities is the key to B2B marketing success. Marketing and Sales must be aligned in order to experience the scale that inbound marketing or account-based marketing campaigns can provide.
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As a business owner, product manager, or marketer, it’s very natural to be enthusiastic about your new product or service launch and, even a bit impatient to see revenue coming in from it. Usually, by the time we are ready to turn our sales teams loose with our new offering, there is an urgency to […]
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Few might argue that B2B companies are getting better at utilizing social media. Some are actually experiencing decent results in terms of new leads and business opportunities. However, a recent article on TheDrum.com citing a somewhat older report from InsideView about the use of social media by B2B companies might make you think that B2B […]
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