Years’ worth of disruption crammed into a few weeks. These are mindboggling days. We have watched the novel coronavirus crisis pull the plug on almost everything familiar in our lives. Ordinary behavior became dangerous. Life in the company of others shut down.Learn More
Today, we no longer go online; we live online. As every company and every marketer re-imagines all facets of their digital ecosystems - from websites to social networking, from digital media and communications, to transaction processing that transcends the traditional functions of sales, marketing and customer service - it is also clear that an increasing part of our decision-making also now happens online.Learn More
Account Based Marketing (ABM) is the ‘new black’ in B2B. And no wonder, considering that it costs five times more to attract a new customer than to keep an existing one and 91% of marketers that use ABM have indicated a larger deal size, with 25% stating their deal size being over 50% larger.Learn More
Globalization requires compromises. Reducing face-to-face interactions is one of those compromises. Business travel is part in depleting the globe’s resources and the environment; it is costly from a company perspective both in terms of the direct expenses connected to travel, the commute time as well as recovery time from travelling across geography and time.
Today’s brand leaders are realizing that to be “liked” is no longer enough. There must be a greater value exchange between brand and customer. Read how COVID-19 has changed customer expectations and behavior.
A POV and guide for how to rethink the relationship with the customer.
on what actions can companies take to close the customer-centricity cap, and how to use empathy to enhance digital experiences for their customers?
Smart marketers recognize that there will be a distinct “before” and “after” in consumer behavior as a result of the pandemic. You must start now to create the digital tools needed to embed your brand in the customer’s post-COVID life.
Take the time now to identify and understand the new expectations of your customers, and how have their habits and priorities shifted during this time
There has been a switch in B2B buying cycles, and in tandem with increasing responsibilities for ‘Buyer’s Journey’ excellence, our client marketers have also fallen in love with SEO.
Data allows brands to talk to a customer as if (s)he was a close friend?
The Covid-19 pandemic, in just a few months’ time, has forever changed aspects of human behavior across the entire planet. It is destined to be the biggest event of our lifetimes. This is a POV about how to recovery as a brand.
How to maximise the implementation of a HQ strategy at country level
Considerations for how to create and execute a digital events strategy.
Now the world has changed at warp speed, and we know that simply isn’t true. COVID-19 has forced us to conduct our business and personal lives in markedly different ways.
The focus of persona development has to begin with a more digital analysis. If we live online, how can a brand capture more share of that life online.
It is essential for Biotech brands to understand how to comprehensively position digital as the center piece in the launch of new indication.
The current situation is a change agent expediting its progress and how your company reacts now will have an outsize impact on your future success.
The Fab5 tech giants are in even better shape than before. Business for them remains robust.
COVID-19 creates a new reality in Healthcare marketing
The data suggests that many patients are concerned about the social isolation and loneliness due to these various reasons.
Closing the gap between marketing and sales is more important than ever.
We will have evolved to a new definition of work – one that includes more digitally enabled decision-making.
When we will recover from the crisis response, we will have evolved to a new definition of work - one that will include more digitally enabled decision making.
The time is NOW for multi-channel engagement departments to prove the true potential of digital
Why social purpose also should be great business.
Understanding perceptions of the disease and treatments as well stakeholders via a digital observational study pre-launch
We exchange data with travel booking websites like Expedia up until we travel. Yet, we share more valuable data and personal preferences during our stay at the hotel.
A letter exchange on how the relationship between brands and consumers will evolve.
The ABM discipline takes us back to the good old days before mass marketing. The problem before was simply that it could not scale across many accounts and an increasing number of stakeholders.
Brands that have rocketed up the charts are entangling, a constant process of sustaining a meaningful two-way relationship with people.
The relationship between Healthcare companies and Healthcare Professionals & Patients is tenuous. How and if can these relationships be future proofed?
This ABM framework is designed to put marketing in the driving seat and provide customers with an automated yet individualized experience.
What is your first touchpoint when evaluating a company? According to research from DemandGen , 71% of B2B buyers say that a company’s website is the most influential touchpoint when making a business decision.
People no longer go online. They live online. Digital addiction rules and in our contemporary era, this means an entirely different business model is needed.
In 2019, it seems as if every corporation has transformed itself into a “purpose-driven company.” Go to any corporate website, and you’ll likely come across a mission statement...
At the most basic level, many of the actions in health care fail because they view the user of the product or service as a patient rather than as a person.
New waves of technologies are disrupting our lives. We are consequently modifying our ways of living and our interactions with brands. This environment of...
Any marketer will tell you that the first lesson in successful marketing is “know your audience.” Without question, today’s data-driven…
If a premium brand were a person, they’d be one of those obnoxious, self-centered types who is inexplicably likeable and somehow has three times as many friends as you
We are no longer going online. We are living online. Today, every company must think of itself as being digital to some degree.
What is the potential of a direct sales model via the digital channels? And what is the process of deciding on the “how” of Direct to Consumer e-commerce...
Today most companies strive to be consumer centric. To be consumer centric we need to build a relationship with consumers.
Supporting Commercial Excellence and Operational Excellence through the Marketing Office requires a complex...
You can’t put a price tag on customer loyalty. In today’s fickle marketplace, where consumers are quick to shift their spending...
At the most basic level, many digital “beyond the product” solutions sponsored by pharma fail because they are based on an understanding...
With more brands serving up content, what do we need in the mix to get a bigger slice of the content-hungry market?
To understand digital in B2B sales and marketing, view it as part of a wider societal transformation.
Do you think the end-game of Marketing is to do Good? Here is one perspective.
Account Based Marketing (ABM) is the ‘new black’ in B2B. And no wonder, considering that it costs five times more to attract a new customer...
Account Based Marketing (ABM) is an obvious and potent discipline in business-to-business relationship...
Digital transformation enables corporations to refine, diversify and customize their product and service...
It is all down to data. Ultimately, data is what fuels the movement of the Marketing Office from a top funnel, awareness driving...
Product Brands, with Block Buster brands leading the pack, have always been the undisputed brand heroes in Healthcare companies.
Customer engagement is the main objective in today’s marketing campaigns.
Marketing and sales teams have spent years trying to perfect the art of the traditional sales funnel.
Which channels should we be in; at which stage of the decision journey; with what content; and targeting who?
As clinical staff increasingly is no longer the primary decision maker for medical devices purchases...
How do determine ROI on a Digital Marketing Strategy in the pharmaceutical industry
Patients, HCPs, Pharma and Payers all win when patients adhere to their prescribed medication...
Bots are most valuable when they provide guidance, without demanding undeserved attention.
What global marketing teams excel at It is typically a routine job for the seasoned global marketing team to create global marketing campaigns...
The chemical industry is diverse but is collectively facing a rapid commodization of conventional chemicals. New players, many of which...
The power of using conventions in interface design
Rare Diseases require a bespoke digital approach
Understanding the differences across regions in approaching digital in healthcare
Branding in Asia
HCPs prefer info via personalized emails above sales rep visits