5 Marketing Strategies the Ice Bucket Challenge Taught Us

Posted by Courtney Layne on Sep 15, 2014 12:00:00 PM

 Image courtesy of Stuart Miles aFreeDigitalPhotos.net

If you’ve spent any time on social media in the last few weeks, your feed has been chock-full of videos of your friends, family, and favorite (and not favorite) celebrities dumping buckets of ice and water on themselves in the name of ALS research. This latest viral sensation that has swept the nation is the Ice Bucket Challenge to help bring awareness to amyotropic lateral sclerosis (ALS)—also known as Lou Gehrig’s disease. Whether you’ve taken the challenge yourself, donated to the cause, or simply laughed at the many videos, this viral phenomenon can teach us all a few things about successful marketing strategies.

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Topics: b2b marketing, brand awareness, marketing topics, connecting customers, creativity, ALS, marketing trends, ice bucket challenge

TMI in B2B: Mastering the Art of Content Simplicity

Posted by Jason Sullivan on Sep 10, 2014 5:24:43 PM

“Brevity is the soul of wit” – William Shakespeare

“If you can’t explain it simply, you don’t understand it well enough” – Albert Einstein

“Three quotes is too much” – my editor

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Topics: marketing research, marketing tips, b2b marketing, B2B, Content Marketing, marketing solutions, target market, target audience

Do You Have Your Lead Strategy Mapped Out?

Posted by Colleen Fanneron on Sep 4, 2014 1:18:51 PM

After a show, attendees will usually boast how great the meetings were. However, one of the biggest complaints we hear post-show is that no one had followed up with them! One of two things happen there, the customer chases down a contact or they simply move on to do business with a different company. Make sure you have your game plan in place before going to the show so this does not happen to you. And most importantly, make sure the personnel that are working the booth understand how important it is to follow the procedures for gathering attendee information. 

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Topics: b2b marketing, Content Marketing, medtech events, conferences, medical device events, medtech industry, lead generation, lead strategy

Medtech Industry Insights: Affordable Care Act, Consolidation & Funding Challenges

Posted by Stephen Corrick on Aug 25, 2014 12:46:00 PM

Dear Reader,

Allow me to introduce myself. I’m Steve, the head of the Medical Portfolio for UBM Canon. Like me, you probably have an interest in keeping tabs on the medical device industry: what’s happening and what it means to our business. A vibrant industry for sure, but one that has its share of opportunities and challenges!

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Topics: b2b marketing, Content Marketing, medtech marketing, medtech media, marketing solutions, medical world, medtech industry, medical industry

5 Ways to Increase Your Business Website’s SEO

Posted by Nicole Alcombright on Aug 18, 2014 10:00:00 AM

With an increasing number of companies using websites to attract more customers, how can your website stand out to the search engines? How do you ensure you’re doing your part to get your company noticed and bring in new business through your website? Here are five ways you can start improving your website’s search engine optimization (SEO) today.

-Use Relevant Keywords
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Topics: marketing research, b2b marketing, Content Marketing, b2b media, SEO

Benefits of Engagement vs Selling on the Show Floor in B2B

Posted by Natalie McMenemy on Aug 12, 2014 1:46:00 PM

As an exhibitor, there’s one super important thing to get right, and it means more than anything you put in your booth or on it. You can have the right mix of activities: booth design, signage, demand for your product, and adequate pre-promotion, but if you don’t have a team of good storytellers capable of real engagement, you’re sunk.  Engagement versus selling: relationship versus a transaction. Meaningful engagement on the show floor is about being your future client’s problem solver, and about listening and constructing a vision of how your product solves their need.  Sales pitches are easy: memorize some key product facts and benefits. But does your sales team have an arsenal of great customer stories or case studies they can deliver in a relatable way? 

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Topics: marketing strategy, marketing tips, b2b marketing, conferences, tradeshow, exhibition, engagement benefits

How Well Do You Know Your Target Customer in B2B Marketing?

Posted by Tracey Peden on Aug 4, 2014 6:07:00 PM

If someone was to ask how you would define your target customer, what would your answer be? If your definition could be summed up in a paragraph, I’d say that “it’s a good start!”

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Topics: marketing strategy, marketing tips, b2b marketing, Content Marketing, b2b media, buyer persona

5 Things to Ask Your B2B Media Guy

Posted by Steven Carlisle on Jul 31, 2014 2:36:00 PM

September is typically the planning season for businesses; part of that planning may include B2B media buying. Today, we are going to look at the top five things you need to ask your media consultant before making any commitments. From circulation to editorial, these are things you need to understand before sitting down and looking at a media guide.

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Topics: communication objectives, advanced manufacturing marketing, b2b media, manufacturing media

How Important is Blogging for B2B?

Posted by Linette Fan on Jul 30, 2014 5:38:00 PM

Most companies find an excuse and say that they don’t have the time to maintain and update a blog. Or rather they don’t seem to understand the impact of blogging and how it can actually improve their business. According to a 2012 study, HubSpot has reported that 81% of businesses have reported that their company blog is useful to critical for their business. With that said, let’s see exactly how blogging can increase business for your company.

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Topics: blog pointers, marketing strategy, marketing tips, b2b marketing, marketing resources, Content Marketing, how-to blog, blog tips

Telling a Story Through B2B Marketing

Posted by Donna Lawrence on Jul 24, 2014 11:05:00 AM

Why do people share stories? Why do customers share information about our products, our services, and our events with their colleagues? With Facebook, Twitter, and Google +, information sharing happens 24/7, and it’s not all pictures of kittens and babies. Much of it is stories about what’s new, how someone got help, was happily surprised, or overcame an obstacle, in short, something the reader found interesting and connected with. The task at hand for B2B marketing and marketers, then, is to tell an interesting story and make that connection with the community they serve.

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Topics: Video, Content, b2b marketing, medical device marketing, Content Marketing, medtech marketing, manufacturing marketing, B2B Social Media