Don't get left behind with your digital marketing strategy, follow these 7 steps to brilliant B2B marketing!

Many Business-to-business (B2B) companies are already successfully getting great results using digital marketing tactics like SEO, PPC, landing page creation, social media and email marketing linked to a CRM marketing automation system or a simple email autoresponse system. But often, B2B organizations are not getting the most from today's marketing since they don't have a planned approach based on an integrated inbound marketing plan. To create an infographic showing the latest research on how companies are using inbound marketing, we've researched how B2B companies are using digital marketing. The results across different studies show that while many companies are delivering brilliant results,  many could do more. Our updated infographic shows a planned approach based on our B2B digital marketing planning workbook. We originally published this infographic back in 2012 when a longer guide was available, but we hope…

To give your business the best chance of success, you need to invest in marketing skills. For a simple reason: marketing provides visibility for your products and converts customers.

Having said that, investing in marketing skills goes beyond just buying marketing tools and hoping for the best. Those tools will only be effective when your marketers have the training to utilize them effectively. Accelerating learning is one of the most important organizational factors in business growth, and a crucial step to being 'future-ready', according to McKinsey's 2021 study. Of course, for managers, holding on to skilled employees is also important. Future-ready companies recognize that talent is their 'scarcest form of capital'. In this blog post, you’ll find 10 vital marketing skills that your business should start investing in today.

1. Interpersonal relationship skills

Even though a lot of marketing is done online today, marketers still end up interacting with their co-workers and…

Working from home does require a certain approach to be effective, but if you get it right, you can build an effective remote marketing team

With more of us working from home than ever before, use these top tips to build a remote marketing team so you can keep your team on track and meet your KPIs. There are many benefits for all types of organizations, from small startups to large marketing teams to work remotely, including: We are in the midst of a digital skills gap, meaning you may need to search harder to recruit the expertise you need for new roles Research has found that employees are 77% more productive when they work from home than at an office. Businesses can slash their overhead by doing without office space. Modern technology makes virtual collaboration and communication a reality. Marketing teams, in particular, are well-suited to…

The rise of healthcare content marketing in an increasingly digital medical marketing environment

The role of the healthare marketing rep is undergoing rapid reimagining into a digital/face-to-face hybrid as we're finding the more effective avenues of engagement, such as healthcare content marketing, during the pandemic and beyond. Convincing budget holders to increase the use of digital channels in the pharmaceutical industry can be challenging given legal constraints. This is illustrated by pharma’s traditional investments in third-party, healthcare provider-only websites, but with limited patient information. Content marketing strategy involves defining both the best content types and formats to support customer journeys and selecting how to reach audiences via content distribution as summarised by our content marketing blueprint. Danny Flamberg writing in M3 highlights how online content gives new opportunities to support pharma and healthcare patients' pain points. He says: “Unlike traditional communications, digital marketing gives you the…

What are the best e-commerce marketing strategies to attract and retain high-value customers online? And which channels should retail marketers prioritize for growth?

Online retail is a cut-throat competitive landscape right now. Get it right, and your growth is through the roof, but, failing to meet your customers' high expectations can be costly. Moreover, these decisions must be made according to your business' people and financial resources. In this blog article, we'll explore the best e-commerce marketing strategies to help you prioritize your digital investments and growth-hack your business to improved performance and increased ROI results. What's more, all these recommended strategies can be integrated and implemented using our acclaimed RACE Framework. As we explore the best e-commerce marketing strategies, we will also position your marketing activities within our ready-made marketing strategy structure. With the RACE Framework, you can be sure that all your key marketing touchpoints are aligned, and your strategies…

In today's age of digital disruption, medical marketing leaders need to consider the full customer lifecycle supported by digital marketing

Medical marketing is about a lot more than just good products. In this high value, complex sector, marketers must emphasize the full customer lifecycle with seamless customer and partner relations, supported by digital platforms and microservices, to effectively leverage the consumerization of healthcare. It is important to consider all the wide-ranging implications of digital health transformation in order to understand the context of medical marketing today. Our pharma and healthcare marketing trends 2021 guide covers 9 topics of innovation happening right now in the medical marketing sector. Download your free copy today to find out more. [si_monthly_campaign_blog_cta_banner id=160469]

What is the consumerization of healthcare (CoH)?

Consumerization of healthcare is the trend of people influencing and controlling their medical and wellness care. It is also an acknowledgment of the need for providers to…

Under pressure to deliver tangible digital marketing measurements? It's time to calculate your digital marketing ROI and demonstrate results

The fundamental formula for calculating your digital marketing ROI is:

ROI = (Gains from investment - cost of investment)/(cost of investment) × 100%

As a marketer, one of your main worries is how to prove the effectiveness of your digital marketing activities. To prove it, your boss wants hard numbers - so it's time to calculate your digital marketing ROI. Let me tell you this though: there’s no exact method that will capture your digital marketing ROI perfectly. It’s just difficult to quantify some of the activities you engage in. Having said that, you can still have an approximate value of your digital marketing ROI. This gives you insights into the effectiveness of your marketing efforts. Apart from providing a figure to your boss, it helps you to adjust your marketing strategy to improve results. But to…

If you're looking to attract and retain more customers for your medical business online, we've got pharma and healthcare digital transformation solutions for you

Healthcare digital transformation is a staged program of organizational improvements to pharma/healthcare business models, people, processes, and technologies to integrate digital marketing into a business in order to maximize the potential business contribution of digital media, data, and technology. Challenges relating to digital transformation are not unique to the pharmaceutical and healthcare sectors. However, unlike other sectors there is a greater level of convergence between B2B and B2C approaches: Payers, insurers and hospitals are no longer willing to pay simply for a product push approach; they want fees to be dependent upon the success of the products and procedures through measurable outcomes Rather than creating one message for one brand, the new world order of content strategy requires collaboration and engagement of consumers, who need to feel invested…

Finance giants, entrepreneurs, and startups are all utilizing content marketing in their financial services marketing strategies to strengthen relationships with existing and potential clients

As you know, content marketing in financial services refers to the words, images, and data that financial services marketers use to engage the interest of a specified audience in order to educate or support a business goal, such as opening a bank account or finding a cheap mortgage. The impact of content is defined by the values, aspirations, and propositions that a brand/service/product seeks to convey. Content within the financial services industry is changing because customers are no longer responding to a ‘one-size-fits-all’ approach. It also has unique considerations such as the heavily regulated environment and the emergence of new access points such as smartphones and tablets. In order to respond to these changes, it is critical that banks, insurers, advisors, and all finance sector companies have a…

We predicted social media would continue to grow in 2021, and it did. Back in January, we collated your top 6 social media marketing (SMM) trends to reach and convert more customers, but how's it going so far?

Social media has proven itself to be a valuable channel for marketers to reach and convert customers. Renowned for an agile approach, social media marketing requires channel managers to keep up to date with the latest SMM trends in technical and social developments to make sure they are exploiting all the opportunities available. It's no surprise that this year has seen unprecedented change in social media usage, alongside a whole host of other customer behavioral factors. Planning for 2021, we already knew from Datareportal's July 2020 Digital snapshot that nearly half of respondents have spent more time on social media due to COVID-19, evidenced by a 10% YOY increase in…