There’s no shortage of solutions claiming to be the best B2B marketing platforms—and honestly, that’s part of the problem. There are so many different tools and combinations of solutions, and they all claim to solve every problem. On top of that, the martech landscape is constantly changing. In 2025, there were approximately 15,384 martech tools […]
Everyone wants to be able to do all the cool new things that AI is promising in the martech space (or at least say they are doing all the cool new things). It’s all built around data: data workflows, data enrichment, data mining…more and more, our clients are looking for ways to do more with […]
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 […]
Originally published March 2020. Updated February 2026. 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 […]
Originally published February 2020. Updated February 2026. For others in the series, click here. According to the Kaiser Family Foundation, there are just over 1.1 million active physicians in the United States, nearly evenly divided between specialists and primary care providers. The US population is ~342 million, so one of the biggest challenges in marketing […]
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 […]