Healthcare Marketers, It’s Time to Transform

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In healthcare, extraordinary technology and innovative strategies exist side-by-side with last century’s tools, systems, and out-of-date status quo. This old world / new world dichotomy makes healthcare operations difficult and confusing. And it’s the same with healthcare marketing. The promise and payoff of modern marketing often…

Nicci Shaw

How to Maximize Productivity on Your Marketing Team

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Why your organization isn’t producing more As Paul Meyer, a pioneer of the self-improvement industry, once said, “Productivity is never an accident. It is always the result of a commitment to excellence, intelligent planning, and focused effort.” Many organizations struggle with the idea of productivity….

SiriusDecisions: The New Demand Unit Waterfall

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Consider this a B2B marketing nerd alert. We’re about to talk – excitedly, I might add – about funnels, revenue stages, buyer groups, engagement, conversion rates, and a whole bunch of other things that will be an indecipherable snooze-fest to anyone other than dyed-in-the-wool B2B...
Lucia Novara

Case Study: World Market’s Insanely Addictive Email Program

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Here’s a dirty little secret. When I’m stressed out (like stomach burning, hostage-taking, crying and laughing at the same time stressed out) the only thing that really calms me down is slowly browsing ceramics at World Market. Forget tai chi, therapy or tequila, there’s something...
Lucia Novara

Where and When to Invest in Interactive Content

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We had a great conversation here at ID the other day. Two creatives were talking through a campaign structure and The Tech Guy stopped us in our tracks: “Why is the interactive piece in Lead Generation, not at the third nurture touch, where we have a…

Lucia Novara

A Plea for Value in B2B Content

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Let’s start this off with a movie trailer voiceover: “In a world drowning in data, one millennial is taking a stand against meaningless content. No capabilities slides in webinar’s clothing. No infographics without info. No mercy!” I’d watch it. B2B marketing is facing both a…

Kelsey Franklin

Why “Fulfillment Emails” Are a Best Practice

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Congratulations—you’ve carefully crafted an email that’s attracted engagement from your target audience…Now what? Oftentimes, in the business of writing for marketing, life can seem to revolve around a single email. Sure, in the age of modern marketing and marketing automation, the email itself is a…

Theo Romeo

5 ways to quadruple your content marketing ROI in less than a month

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For marketers that are synergizing and “revenuing” their demand pipes, the MarTech stack is a sales funnel of customer insights. Historically, when sales leaders optimize their channel strategy, they routinely approach their pain points in a pragmatic, agile way. But the days are numbered of…