Why Medical Device Websites Make Strong Products Harder to Buy
Medical device companies often approach a product website as an exercise in collecting information. Product provides the features. Regulatory defines the approved claims. Clinical contributes the evidence. Engineering supplies the specifications. Leadership adds the innovation story, and sales requests the tools it expects to need. Marketing brings everything together into a polished website, product page, […]
The Shift from Lead-Based to Account-Based Thinking
For many years, B2B marketing operated on a simple premise: Fill the top of the funnel, and let sales sort it out. Generate enough leads, and revenue will follow. In short, it was a numbers game, and optimizing for volume generally led to success. These days, simply casting a wide net can be ineffective — or even detrimental — to your business, diluting momentum […]
Why Every P&C Carrier Needs Agent Personas
Your distribution strategy is only as strong as your understanding of who’s actually selling for you. Most property and casualty (P&C) carriers have invested heavily in policyholder personas, yet they treat their entire agent network as a single, undifferentiated channel. At the root of this approach lies the assumption that agents are simply sellers, and not customers in their own right. But this mindset […]
The Importance of Trust in Driving Long-Term Business Success
For sales teams, trust isn’t just a competitive advantage, it’s a necessity. In today’s marketplace, where buyers are more informed and discerning than ever, the ability to build authentic trust-based relationships can make a difference between a one-time transaction and long-term customer loyalty. Trust builds credibility Customers need to feel confident that you understand […]
Driving Social Media Strategy Using Metrics
Social media has become a valuable and effective tool for marketers in all industries. In fact, 73% of marketers say social media marketing has been effective for their business.1 Due to how quickly social media is growing as a marketing tool, it’s difficult to stand out on crowded platforms like Facebook and Twitter. The solution? Metric […]