Years ago, healthcare marketing interactions were limited to face-to-face communication. Personal meetings in hospital offices and lunches in fancy restaurants were the order of the day. But all of that has changed recently, as you’re likely aware. Access to doctors is now highly restricted, and they no longer meet with most salespeople or marketers. More…
How to Scale Your Healthcare Marketing and Physician Outreach in 5 Steps
ABM Trends: What the Best B2B Companies Are Doing
Making sense of the B2B marketing space is hard. New vendors, new technologies, and new services are constantly popping up. The one thing that we do know is the adoption of account-based marketing (ABM) continues to rise. But what we don’t know are the answers to questions like where should ABM budget come from, who…
How to Create a Segmentation Strategy for ABM Success
Marketers in the B2B space have heard the term “account-based marketing,” or ABM, for a while now. What once might have seemed like a flashy buzzword is now an established marketing strategy, in part because marketers are seeing great results. In fact, 45% of marketers using an ABM strategy saw double the ROI compared to…
Part 1: How I Boiled the ABM Ocean to find a Targeted Account List
An account-based marketing (ABM) program comes to life with a prescriptive journey that speaks directly to the individual on an account with personalized content. Sales loves the idea of personal communications and it’s easy to see the ROI from such custom programs. But how to start? In a mire of accounts, how do you boil…
How to Segment Healthcare Audiences for Account-Based Marketing
Account-based marketing (ABM) is all about treating your highest-value leads as markets of their own. This approach is especially useful in the healthcare and life sciences (HLS) industry, where marketers must often tailor messaging to individual healthcare professionals (HCPs) as well as members of healthcare organization value analysis committees (VACs). VAC members are the key…
ABM Innovation Summit Preview: How AI Can Unleash ABM
Business buyers now expect more from B2B marketers than ever before. B2B marketers are well aware of this, and many are already offering personalized experiences to prospects. Still, with fixed resources and manual data analysis, it can sometimes be tough to effectively scale your account-based marketing (ABM) strategy and tailor marketing to each and every…
3 Digital Marketing Strategies to Better Engage Healthcare Professionals
It’s official: healthcare and life sciences (HLS) marketing has gone digital. Healthcare Professionals just aren’t taking visits from sales reps the way they used to, and most of them now prefer to be approached through digital channels. While personal relationships are still essential to sales success in the HLS space, companies that don’t align sales…
How We Increased Engagement by 25% with Demandbase + Salesforce Pardot
As a marketing technologist at Demandbase, I hear stories all the time about how stitching different solutions together can make marketing better, but often the vision falls short in the reality of implementation and execution. Pardot and Demandbase announced a product partnership in the fall of 2018, which underscored the power of unifying the tech…
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