New branding opportunities in the digital age How has B2B branding changed in the digital age? Well, what you used to be able to convey with a logo, some colors and a font now needs to compel across multiple platforms and mediums, over which you have varying degrees of control. From review websites to comments on social media, your brand is constantly being defined and re-defined, and it’s a lot harder as a marketer to direct the process. And consider that the smartphone is emerging as one of the most popular mediums for B2B research. According to a recent study by Google and the Boston Consulting Group1 , 50% of B2B search queries are made on smartphones today, and that number is expected to grow to 70% by 2020. So your branding has to work very hard – on a very small screen. So how do you keep a tight rein on your brand, and at the same time stand out in the multichannel universe? Here are some points to consider in strengthening your brand in the digital age:
Een nieuwe maand, een nieuwe reeks digitale-marketingupdates en trends! We selecteerden voor jou 15 nieuwtjes waarmee je je digitaal marketingplan kunt aanscherpen.
I recently had the opportunity to participate in a sales bootcamp with HubSpot. You might be wondering why, as I’ve been doing business development at Living Stone for + 25 years … but the experience was very interesting and insightful. Joining together with a group of senior leaders from marketing agencies from across the EU and beyond, and guided by our terrific HubSpot coach David Weinhaus, we shared our experiences and learned from each other.
Healthcare changes faster and is more complex than almost any other industry, meaning that healthcare marketers face a unique set of challenges. But change management hasn’t typically been part of the healthcare marketer’s skillset. It’s the same for big data analytics expertise. Increasingly, however, these are emerging as two of the most important skills that a healthcare marketer can have.i
Er gaat geen week voorbij of LinkedIn, Facebook, Instagram en Google kondigen weer nieuwe updates en snufjes aan. Marketeers kunnen maar beter op de hoogte zijn om geen enkele opportuniteit te missen. Ontdek in dit overzicht waar je vanaf nu rekening mee moet houden in jouw digitale-marketingplan.
If your organization sells enterprise level solutions, you’re likely familiar with the concept of ABM, or account-based marketing. ABM represents the most targeted approach possible: marketing directly to a single company or organization. Under an ABM strategy, you identify the key companies that you wish to do business with, and develop a marketing approach that’s customized for each one of them.
With new drugs, technologies and treatments being launched every day, there’s a constant need for education in the healthcare world. From sales reps to doctors to patients, the demand for relevant and timely information on new developments is ongoing. For healthcare marketers, eLearning programs offer an efficient and practical way to support go2market strategies and new product launch programs, as well as a way to support end customers with information and training.
We all do it – we experience an ache or a pain, and we turn to Google to help us figure out what’s wrong, and what we should do about it. Health has been one of the most-searched topics since the very beginning of the internet. And it’s just another way that the internet has served as a disruptor – by offering unprecedented access and amounts of information, the internet has in many ways replaced the hard-to-reach G.P. or other healthcare provider.
Are you sharing your reporting on your organization’s sustainability activities with your stakeholders? If you are, congratulations – you’ve taken a key step on your sustainability journey. A sustainability report is one way to share your sustainability story with your various stakeholders. However, there’s a lot more that you can do to get the message across – and a lot more value that you can derive from it. Here are six ways you can share your sustainability story more effectively: