These days, the measure of your success can be as simple as the MQLs you develop, so it’s pretty important to know ahead of time whether your message is mighty, or mighty weak. The best performance predictor is, predictably, also the best way of insuring that your rollout doesn’t flame out.
Your prospects have preferences. You already know that. But knowing which prospects like which forms of media—that’s knowledge with value. Because believe it or not, the majority of leads from companies with over $1 billion in revenue come from one form of media—and probably not one you’d expect.
Healthcare marketers, listen up: the people who make the buying decisions—i.e., the IT folks who buy solutions, or not—have a couple of reasons why they buy. You should probably check them out before you structure your account-based marketing.
Like everyone else in the world, you want to spend more for everything you buy. Wait—you mean you don’t? Then why are you buying banners instead of eBlasts? Sure, banners are a cheaper way to buy leads. But they’re actually more expensive. The confusion is in the conversion.
If you can guess where content development ranks as a focus area among marketing strategists, you can probably guess why it means a lot more than simply communicating with your audience. Words mean more these days, and there’s a very simple but powerful reason why.
Turns out that your marketing “bedside manner” counts! We tend to think of physicians as efficient diagnostic machines, but when you’re marketing to them, you need to think of them as people who value relationships. How important is your contact with them? Let’s just say “personal” is a plus.