Short on time? Watch the 2-minute video summary. WATCH NOW What is “Marketing in the Wild”? As part of staying up to date with the latest B2B marketing trends, the glassCanopy team has a slack channel that we all contribute to as we find things related to marketing that catch our attention “out in […]
Updated January 2023 with the latest statistics. For others in the series click here. I’ve said it before, but it’s worth repeating: Marketing to Doctors is Expensive. Blame big pharma. If you’re not doing everything you can to measure and optimize your ad-buy, you’re not doing enough. Track Based on the Best Metric You Have […]
Updated January 2023 with the latest statistics. For others in the series click here. According to the Kaiser Family Foundation, there are just over 1 million active physicians in the United States and they are nearly evenly divided between specialists and primary care providers. The population of the US is ~335 million, so one of […]
This is part 5 of a 6-part series on B2B content marketing. Part 1 explores why content marketing is essential for B2B. Part 2 covers audience research, followed by part 3, which explains how to create content. Then part 4 covers paid media strategy, and this part covers organic strategy. Lastly, part 6 reviews the […]
This is part 3 of a 3-part blog series all about HCP marketing. Part 1 reviews segmentation and messaging, part 2 reviews content development, and this part covers content promotion and optimization. Now that you have defined your audience, picked a topic, and created some content – it’s time to go to market. First, consider […]
This is part 1 of a 3-part blog series all about HCP marketing. This part reviews segmentation and messaging. Then part 2 reviews content development, followed by part 3, covering content promotion and optimization. Marketing to doctors is hard. We’ve said it before, and we will say it again and again. So why is this […]
This is part 3 of a 6-part series on B2B content marketing. Part 1 explores why content marketing is essential for B2B. Part 2 covers audience research, and then this part explains how to create content. Then part 4 covers paid media strategy, and part 5 covers organic strategy. Lastly, part 6 reviews the crucial […]
This is part 2 of a 6-part series on B2B content marketing. Part 1 explores why content marketing is essential for B2B. This part covers audience research, followed by part 3, which explains how to create content. Then part 4 covers paid media strategy, and part 5 covers organic strategy. Lastly, part 6 reviews the […]
This is part 1 of a 6-part series on B2B content marketing. This part explores why content marketing is important for B2B. Part 2 covers audience research, followed by part 3, which explains how to create content. Then part 4 covers paid media strategy, and part 5 covers organic strategy. Lastly, part 6 reviews the […]
Marketing complex software to enterprise businesses has little in common with selling yoga pants or office supplies. A lot of the accepted general marketing tools, tactics, and best practices just don’t work for your context. Enterprise software marketing is a unique challenge. You have to deal with a lot of complications your B2C marketing colleagues […]