October 23rd, 2014

The Road to B2B Success: Jump Start Your Omnichannel Capabilities

Seamless Experiences In a Bloomberg Businessweek Research Services report titled “Six Essentials for a Strong Customer Experience,” it states, “No matter how customers choose to transact or engage with a business, they now expect and deserve to get the same answers, information and treatment wherever they go.” This finding holds true for business-to-consumer as well [...]

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October 22nd, 2014

Getting Emotional About B2B

Where do I start? I guess at the beginning, which for me was over 20 years ago … As I left for work on my first day, my father – who was/is a preeminent professor in (you guessed it) B2B – imparted to me two pieces of advice: The first was “don’t fiddle your expenses.” [...]

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October 20th, 2014

Content’s Growing Role in the Integrated Marketing Communications Plan

’Tis the season for integrated marketing communications planning, the annual must-do for CMOs who want to secure budget. What exactly is this plan? Whether you call it an IMC plan, an engagement plan or simply a marketing plan, it’s the formal document that justifies and guides the marketing investment. It also helps to establish the [...]

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October 15th, 2014

Tongue-Tied: Bridging the Healthcare Communications Gap

Has any of these situations ever happened to you or someone you know? -You go to the doctor and forget to ask the question you really wanted to (or are embarrassed to). -You try to describe pain you’re experiencing, but what you say doesn’t capture how you feel. -Someone explains a treatment recommendation, a test [...]

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