In the competitive B2B marketing landscape, targeting highly specialized audiences requires a nuanced approach. Traditional methods simply don’t work, and attempting to force these strategies on niche audiences will derail your efforts and waste your time and money – leading many to succumb to the most common B2B marketing mistakes. B2B marketing to niche audiences […]
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 […]
Marketing to doctors isn’t easy. We look at some of the reasons marketing to doctors is so hard and what opportunities exist for the savvy marketer. The first of a five part series.
This is part 6 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 part 5 organic strategy. Lastly, this part reviews the crucial […]
This is part 5 of a 5-part series all about enterprise software marketing. Part 1 is about defining your message and audience. Part 2 covers content creation, and then part 3 explains how to promote that content. Lastly, part 4 reviews how to track, measure, and optimize, which is rounded out by this final part, […]
Lead generation is at the core of B2B marketing. Getting a potential customer’s contact information is the main goal. Gathering and nurturing those leads is why marketing agencies exist. It’s our job to offer just enough information to potential consumers that they are interested and want more. Whether you offer resources, services, or demos – […]
Every morning when I check my email, I’m always surprised by how many companies seem to think I want to read their company newsletter. Most people (usually 80-90%) don’t read their own company’s newsletter. Why on earth would I want to read someone else’s? Your own employees don’t want to read your “newsletter” If employees […]