Red House Hires VP, Marketing Operations
Red House strengthened its management team with an industry veteran to lead marketing operations.
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News & Recognition
Recognition, on the record.
Agency awards, industry rankings and firm announcements — the recognition Red House has earned, gathered in one place.
Red House Recognized as a Top B2B Healthcare Marketing Agency in 2023
Recognition for Red House’s B2B healthcare marketing work in 2023.
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Red House Named 2022 Top US B2B Marketing Agency by B2B Marketing
B2B Marketing named Red House a top US B2B marketing agency in its 2022 benchmarking.
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Red House Named 2022 Top B2B Marketing Agency
A top B2B marketing agency for the fifth year in a row, per Chief Marketer — and a top agency in Demand Generation.
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Red House Named 2021 Top B2B Marketing Agency
Chief Marketer named Red House a top B2B marketing agency — and a top agency in the Demand Generation category.
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Red House Named 2020 Top B2B Marketing Agency and Healthcare “Agency to Watch”
Chief Marketer named Red House a top B2B marketing agency for the third year in a row; Medical Marketing & Media named it an “agency to watch.”
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Red House Named “An Agency to Watch” by Medical Marketing & Media
Medical Marketing & Media named Red House an agency to watch in healthcare marketing.
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Red House Named 2023 Top US B2B Marketing Agency by B2B Marketing
Named a top agency in B2B Marketing’s US Agencies Benchmarking Report 2023 — the report’s 22nd year.
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Red House Healthcare Marketing Expands with Nashville Presence
Red House brings next-generation B2B marketing to Nashville — a city chosen for its rapidly growing industries.
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Greetings Nashville!
Red House opened its Nashville, Tennessee office, led by Joe Youngs, SVP and Head of Consulting.
Read the articleRed House Named a Chief Marketer 2026 Agency of the Year
Chief Marketer named Red House a 2026 Agency of the Year — the honor’s 24th year.
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Red House Named a 2026 Top B2B Marketing Agency & Top 10 Rising Star
B2B Marketing’s 2026 US Agencies Benchmarking Report ranks Red House among the Top 25 US B2B agencies — and its Top 10 Rising Stars.
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Trends & Signals
What is changing.
A monthly, human-reviewed read on structural shifts by industry—clearly separated from the Blog. Each signal translates the change into a practical marketing implication.
Viewing signals for: Financial Services
The bank customer is becoming software.
OvationCXM’s 2026 survey of 522 U.S. finance leaders found most would allow agents to act if secure and compliant, would pay banks for that connectivity, and already factor agentic capability into choosing or expanding a relationship. Fed Governor Christopher Waller makes the same point from the payments side: B2B purchasing already runs on approved suppliers, budgets and recurring patterns.
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AI claims now need dollar figures.
Bank of America now puts a cost and a benefit on its 130 to 140 AI projects and plans to double its AI budget, while Société Générale and Commerzbank tie AI to multi-year savings targets in their strategic plans. PYMNTS Intelligence finds CFOs increasingly measure generative AI by margins, operating costs and revenue per customer.
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Stablecoins are becoming a routing decision, not a crypto bet.
U.S. Bank has tested its own dollar-backed coin on a North America–Europe payment inside its existing risk and compliance systems, and a 140-plus-partner consortium is preparing OpenUSD for settlement and corporate treasury.
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Performance pay becomes the price of a digital health contract.
The friction is verification: 38% cannot independently verify vendor-reported outcomes, and poor member engagement is a leading reason to switch.
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Consolidation rewrites the buyer map before distress forces it.
Six were megamergers in the first half — more than in all of 2025 — and two-thirds of Q2 deals involved independent systems seeking a partner from strength, pursuing complementary capabilities ahead of reimbursement pressure.
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Lowest price loses to reliability that protects care.
Buyers are standardizing purchasing processes across sites, not just vendors and SKUs, and testing AI only in low-risk uses like inventory.
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The sale increasingly starts after the equipment ships.
That changes the risk: each agreement carries years of service cost and performance obligations, yet many manufacturers still price with spreadsheets and static assumptions. Deloitte separately identifies aftermarket services as a profit driver with margins more than twice equipment sales and more predictable revenue.
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AI earns its budget inside plants already built.
The constraint is no longer belief but data quality, fragmented systems, and workforce capacity. At the same time, vendors retrofit sensors, digital twins, and robots into aging plants rather than waiting for greenfield builds.
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Reshoring moves faster than the confidence behind it.
Tariffs and geopolitical risk now drive the move almost equally, while policy uncertainty is the top challenge and skilled trades remain the binding constraint. Satisfaction fell sharply, and more buyers judge domestic versus offshore on total cost of ownership, up to 40% of OEMs.
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The billable hour stops proving value.
The Wall Street Journal reports Deloitte expects traditional labor-based work to shrink sharply as AI agents grow, while McKinsey says more than 30% of its global fees are now tied directly to client outcomes. The shift transfers risk: firms must absorb overruns, defend subjective success measures and manage lumpier payouts.
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Local firms become platforms, then cross service lines.
Reuters reports Grant Thornton Advisors’ $5 billion cash purchase of CBIZ would create the fifth-largest U.S. professional, tax and advisory provider, on a platform spanning more than 20 countries, after backing from New Mountain Capital. Weeks later, PE-backed Sorren — itself formed from 13 accounting firms — launched an affiliated law firm through a management-services structure, following KPMG and Aprio into legal services.
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Firms win before the shortlist is written.
Bain and LinkedIn’s 2026 buyability research, based on a February survey of 750 buyers by NewtonX, finds finance, legal and procurement ‘hidden buyers’ hold roughly half of decision influence, and that vendors are far more likely to win when the whole buying group already knows and trusts them. About 40% of deals stall on group disagreement, not a competitor win.
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Warehouse AI buyers now demand deployment, not experimentation.
Its September research moves the conversation from pilots to operational deployment across four layers, from optimisation and generative AI to semiautonomous agents and physical AI in picking and packing.
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Nearshoring sells proximity, but capacity decides delivery.
FreightWaves reports at Trimble Insight 2026 that enforcement on B-1 drivers, non-domiciled licences and English-language rules is shrinking the driver pool, some Mexican carriers are retreating from door-to-door U.S. service, and rates are rising in peak season.
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Tariff savings alone no longer justify a move.
Reuters reports that narrowing tariff gaps as Washington extended duties more widely also changed the arithmetic, and some exporters found total costs barely differed once missing equipment and inputs were imported.
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The shortlist forms before your website loads.
AI is therefore building the shortlist before a seller’s site is visited. What gets a vendor cited matters: G2 says review-site citations most inspire confidence in an AI recommendation.
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Software is priced by work done, not people seated.
Pricing is following the work — toward hybrid subscriptions layered with credits, consumption and transaction or outcome fees. G2’s July report shows buyer preference for outcome-based pricing more than doubling in a year.
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Discovery is fast; approval now demands evidence earlier.
CIO.com’s October analysis makes the renewal version of the same point: licenses, activations and prompt counts show distribution, not durable value, and abandonment reveals who tried a tool and walked away.
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The Blog
Ideas you can use.
One unified stream of Red House articles, points of view and news — organized by topic, not by where it was first published. Filter by the topic you care about; every article opens in full.
Topic
Showing 48 of 48 articles and announcements.
Physicians Have Feelings, Too — and Other Things Marketers Should Know
Your marketing “bedside manner” counts: physicians value relationships, and “personal” is a plus.
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Mastering Marketing to Capitalize on Trends in Value-Based Care
The shift to value-based care rewards quality over quantity. Align messaging with VBC principles — capitation, health equity, demonstrated outcomes.
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What Makes Healthcare IT Decision Makers Say Buy, or Bye?
The IT folks who buy — or don’t — have specific reasons. Check them before you structure your account-based marketing.
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No Marketing Automation Strategy?
Automation is the cornerstone of today’s marketing success — so why do world-conquering initiatives fizzle? One reason stands out.
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How Automatic Is Your Marketing?
Too many automation platforms are glorified email senders. Real automation is a spider web, not a string of emails.
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Prospect Development 101: Before You Nurture, Know Their Nature
The first nurture question isn’t cadence — it’s the nature of the buyer: close time, group size, contracting complexity, education, budget.
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What’s That Buzzing Sound?
Prospects making a beeline to your ads — or just noise? Clear the path from click to conversion.
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eBlasts: Why They’re Better Than Banners
Banners are a cheaper way to buy leads — and a more expensive way to buy conversions. The confusion is in the conversion.
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You Can Keep the Clicks (and You’re Welcome to Some of Mine)
Clicks are a means, not a result. Quality over quantity — start with SQLs and work backwards.
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Predicting Marketing Success: It’s Easier Than You Think, If You Think
You can’t manage what you can’t measure. Work backward from the MQL goal and let the math choose the tactical mix.
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The How, and Why, of Staying on Top of Who’s on Top
Decision-maker turnover quietly degrades your data — and your results. A competitive job market makes list hygiene a standing job.
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Why Your Research Isn’t Always Reality (or, When You Begin to Believe the Lies)
People tell you how they think; results come from how they behave. Four places research goes wrong — people, question, framework, expectations.
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Hit More Targets with Titling
The most compelling offer ever still misses if the titles are wrong. Three words explain it: functional title data.
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If You Build It, They Will Come
Why building your list is better than buying one — the case in a single infographic-led argument.
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Raise Your Response Rate — and Your Reputation
Organically built lists perform better: in one head-to-head drip campaign, opens and clicks ran as much as 150% higher than a compiled list.
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Data: A Marketer’s Best Friend or Worst Nightmare?
Martech grew from 150 platforms in 2011 to more than 3,500 in 2016 — and many teams are drowning in the data. Start with the contact list.
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How to Leverage the Power of Podcasts for Your Brand
Four benefits of podcasting for B2B brands — and five practices that turn episodes into audience, authority and pipeline insight.
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Your Content Is Making Noise. But Is It Making Friends?
Content development ranks high among strategists’ focus areas for a reason: words mean more than communication — they build relationships.
Read the articleFour Benchmarks of a Successful Content Marketing Campaign
The Alere “Healthy Workforce” campaign went beyond industry expectations — and took home the AVA Digital Awards Gold.
Read the articleAre You on Message, or on Another Planet?
When success is measured in MQLs, know ahead of time whether your message is mighty or mighty weak. Message testing is the predictor — and the insurance.
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Aligning Your Content to Sales
Red House’s commentary for B2B Marketing on the role content plays in generating visibility, authority and credibility throughout the sales process.
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How to Generate Engaging Content — and Separate Yourself from Those Who Just Generate Content
The architecture of buyer engagement in four parts: Objective, Strategy, Structure and Style.
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What Makes Good Content? Why Howard Gossage Was an Absolute Master of the Obvious
The principles of good copy didn’t change when copy became content: credible, fact-supported, solution-agnostic, brief — and linked to the deeper story.
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Top 3 Messaging Challenges for Strategic Marketers
Getting a whole team to agree, resonating across audiences, and validating messaging — the three challenges behind most messaging platforms.
Read the articleLooking to the Year Ahead: Why We’re Going Back to Basics
After the martech adoption wave, the focus returns to lead generation — and to the strategy, workflow and creative skills the new stack demands.
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Strategic Hypotheses: The Benefits of a Healthy Sense of Paranoia
Start planning with “What if we’re wrong?” — develop strategic hypotheses, then prove or disprove them before the plan hardens.
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A Sound Strategy That Healthcare Marketers Could Learn from Colin Powell
Powell’s 40–70 rule for decisions, applied to pre-marketing research: benefit evaluation, competitive comparison and message testing.
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Strategic Email Marketing Tips to Improve Deliverability, Open and Click Rates
First-party data, segmentation, concise mobile-responsive copy, clear CTAs — and testing, always testing.
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Using Lead Scoring to Enhance Your Marketing Strategy
Lead scoring allocates resources to the leads most likely to convert — and aligns sales and marketing on what “ready” means.
Read the article6 Useful Metrics to Measure Your B2B Social Media Marketing Campaigns
Social media is hard to measure? It isn’t. Six metrics that show whether social is working as part of lead generation and nurturing.
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5 Ways a Social Strategy Helps Your Business Level-Up
Brand awareness, engagement, targeting, cost-effectiveness and insight — with a B2B qualifier: the right followers beat follower count.
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The Blurring Lines Between ABM and Demand Gen
Red House’s commentary for B2B Marketing on why the line between ABM and demand generation keeps getting harder to identify.
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Measuring and Monitoring Account-Based Marketing
Measure account performance, not tactic performance — and watch the Decision Maker and the Champion.
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Account-Based Marketing: What Are You Committing To?
ABM is marketing to the decision-making group within a defined set of companies — and it isn’t a quick fix. What it actually takes.
Read the articleThe Surgeon Is Your Fan. He Needs to Be Your Soldier.
In Physician Preference Items, enthusiasm is a dangerous metric. Advocacy enablement arms your clinical champion for the committee room.
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Where MedTech Deals Go to Die
The hospital IT Technical Review is the IT Graveyard of MedTech deals. A three-part CIO narrative gets products through it.
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The Surgeon Wants the Robot. The CFO Wants to Know Who Pays for It.
MedTech’s Innovation Trap: selling clinical features to surgeons while the Value Analysis Committee kills the deal on economics.
Read the articleWhy Sales and Marketing Leaders Are Turning to ABM
Finite audiences, known high-potential accounts and operational buying triggers are driving leaders to account-based marketing.
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Why More Healthcare Sales and Marketing Leaders Are Turning to ABM
Healthcare has been slower to adopt ABM — but finite audiences, known accounts and operational triggers make it increasingly compelling.
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The Partnership of Artificial and Human Intelligence in B2B Marketing
AI accelerates the work; strategists define the journey. How the partnership plays out across long-tail B2B sales.
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The Science of Success: Measurement Strategies to Optimize B2B Marketing
Move past MQL counts and vanity metrics to the KPIs that predict revenue — and the frameworks that connect them.
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B2B Campaigns That Convert: How to Align Strategy and Creative
Aligning strategy and creative through data — so campaigns can be held accountable for revenue, not just activity.
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From Insights to Impact: Crafting High-Performing Content at Scale
Building a dynamic content program: research, assessment, messaging architecture and positioning — then personalization at scale.
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From Data to Dialogue: Using Segmentation and Profiles to Personalize Messaging
Segmentation and customer profiling are the foundation of personalized B2B messaging — starting with data quality.
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Leveraging Modeling and Attribute-Based Segmentation to Identify and Prioritize Prospects
Predictive modeling and attribute-based segmentation for prioritizing the prospects most likely to become sales opportunities.
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Mastering Analytics in NextGen B2B Marketing: The Path to Smarter Strategies
Three analytics priorities: metrics that were once aspirational, attribution through the funnel, and predictive optimization.
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The Power of Data in NextGen B2B Marketing: Why a Robust Data Strategy Is Essential
A robust data strategy is the essential foundation — aligned to business goals, built on quality data, and ready for AI.
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Introduction to NextGen B2B Marketing: Maximizing Effectiveness and ROI
The series kickoff: how the convergence of sales, marketing and technology is reshaping B2B marketing — and what to do about it.
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SmartGuides
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SmartGuides are the flagship Red House eBooks — long-form thinking on content marketing, account-based marketing and attribution, written from the work.
SmartGuides library
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Explore the long-form thinking behind Red House's approach — the SmartGuides on content marketing, account-based marketing and attribution.
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