The B2B buyer journey grows more complex by the day. Prospects conduct extensive research before engaging vendors directly. In this new reality, how should B2B marketing strategies evolve?  

On this episode of the Healthtech Marketing Show, Paul Mattioli, VP of Intelligence at Endeavor Business Media shares insights from Endeavor’s annual B2B Marketing Benchmark Report.

Topics include:

As Mattioli summarizes, “We’ve lost the voice of the customer.” Getting it back requires dedicating resources into content, experiences, and insights that map to buyers’ evolving journeys.

Tune in to explore these themes from Endeavor’s research along with host Adam Turinas and Paul Mattioli’s real-world perspectives.

We hope to arm you with new approaches to thrive amidst the ever-changing buyer path to purchase.

Download the research here.

We’re welcoming back AI wizard Casey Meehan on boosting your marketing team's output with generative tools! 

This is a how-to masterclass with my personal AI guru.

Rapid-fire topics in this episode include:

🤖 The newest innovations in ChatGPT v4 and custom GPTs to automate repetitive tasks

🏗️ Practical integration into workflows for efficiency gains  

🔀 Connecting Assistants through Zapier for no-code workflow automation

👥 Coaching teams collaboratively through real-use cases to drive adoption

🔬 Analyzing end-end processes first to target highest automation value  

📈 Embracing exponential AI growth ahead in video, sales, and more

Casey provides tactical tips for marketing leaders seeking to amplify team productivity with AI augmentation. Learn how to:

☑️ Tailor GPTs to unique needs 

☑️ Support junior staff on tedious tasks

☑️ Encourage bottom-up sharing of successes

☑️ Focus AI experiments for maximal impact

With pragmatic advice on starting small today while building towards an automated future, Casey condenses the confusing AI landscape into clear actions you can implement immediately. 

The future promises to be both inspiring and scary! Casey grounds us with practical things you can do today with his signature blend of humor and marketing wisdom. 

Level up your AI strategy with some actionable tactics you can roll out in under a month!

References:make.com

 Based on the transcript, the following website addresses/URLs for AI tools and other resources were mentioned:

Blazing Zebra (Casey Meehan's YouTube channel): https://www.youtube.com/channel/UCmZqTB34wHK3KdDoZAlNr0g

ChatGPT/OpenAI: https://chat.openai.com/

Anthropic/Claude: https://claude.ai/

Zapier: https://zapier.com/

Make.com https://www.make.com/en

Relevance.AI:https://relevanceai.com/

N8N:https://n8n.io/

I recently hosted Healthcare IT News Executive Editor Mike Miliard on my Health Tech Marketing Show for an expansive view of the major healthcare IT trends and challenges emerging in 2024. 

We discussed the continued rise of transformative technologies like AI, which holds great promise but risks if not thoughtfully governed. The worsening scourge of cyber threats plaguing healthcare systems also commands urgent attention, with Mike bluntly stating, “It definitely seems to be getting worse.” 

While progress continues toward the elusive goal of seamless health data interoperability, legacy obstacles around privacy concerns, entrenched bureaucracy, and strained resources restrict the pace.

Telehealth and virtual care options keep expanding following pandemic-fueled adoption surges.

Leading-edge innovations in areas like quantum computing, genomics, and augmented reality inch healthcare towards a high-tech future, albeit slowly outside the biggest health systems.

We also touched on issues around advancing health equity, optimizing EHRs with richer data, and worrying sustainability questions threatening rural healthcare access.

I closed by getting Mike’s predictions on trends like climbing Epic EHR market dominance and a forecasted spike in AI-powered hacking threats.

For Mike’s full analysis and insights on all the critical technologies and challenges facing healthcare in 2024, listen to the podcast and video episode.

In this episode of the Healthtech Marketing Show, host Adam Turinas interviews digital marketing expert Paul Vandre on what is happening in 2024 with cookies:

Paul outlines how privacy and security concerns around the unauthorized sharing of user data are accelerating changes restricting third-party cookie tracking.

He explores the significant impacts this has on digital marketers, making cross-device tracking, retargeting ads, attribution, and personalization more difficult. 

This covers Google’s attempts to mitigate disruption through new proposed browser-based solutions for preserving cookie functionality in a privacy-focused manner.

And why emphasis shifts to first-party data strategies, with marketers needing stronger direct customer relationships and permissioned data collection.

The episode also covers the effects on marketing technologies like intent data platforms that currently rely on some third-party cookie sources, forcing an evolution in their data sourcing and models.

Paul concludes with recommendations that marketers educate themselves on the cookieless future through Google’s developer resources and stay on top of additional changes ahead.

This will help you gain clarity around the third-party cookie phase-outs and proactive steps to future-proof your customer data, targeting, and engagement approaches as user privacy takes center stage.

Learn how to use AI for sales enablement in episode 35 of the Healthtech Marketing Show.

Host Adam Turinas interviews Bob Blount, a principal from healthlaunchpad, about leveraging AI tools like Claude and ChatGPT to boost sales.

They discuss practical tactics sales teams can implement, such as:

- Using Claude to generate emails personalized to prospects’ context and pain points based on details like their role, company, budget, etc. 

- Creating detailed buyer personas tailored to individuals by feeding AI their name, role, company and publicly available data

- Mapping relevant content to different stages of prospects' buyer journey to serve them information that matches their concerns  

- Enabling account-based marketing efforts to deliver targeted, personalized messaging 

- Identifying high-intent accounts for reps to prioritize with fewer but more fruitful conversations

Bob also shares tips for salespeople starting out with AI, including comparing multiple tools’ outputs, collaborating with teammates, and fact-checking content before sending to prospects.

This episode provides actionable strategies for using artificial intelligence to engage prospects with the right message at the right time—accelerating deals through enhanced relevance.

Are you ready for 2024?

To help you plan for the new year and take advantage of key opportunities, host Adam Turinas recently gathered insights from dozens of health tech marketing leaders on what trends they foresee.

In this episode, Adam summarizes the 9 big themes that will shape marketing strategy in the year ahead.

Some overarching trends include a shift from volume to quality mindsets, more responsible adoption of AI, and tighter alignment between teams like marketing, sales and customer retention.

While budgets may remain flat and proving ROI is crucial, there remain opportunities for savvy marketers focused on driving and showcasing measurable outcomes. 

Specific topics covered include:

- Budget pressures and the importance of ROI  

- Accelerating AI adoption + ethical considerations   

- Moving from lead quantity to quality

- Quantifying marketing’s revenue impact

- Video production challenges  

- Opportunity in linking PR and content    

- Writing still a vital in-house skill

- Tech stack consolidation pressure  

- Rising priority of customer retention

Whether you lead marketing at an emerging health tech startup or an established industry giant, this data-driven episode will help you craft strategies aligned with 2024’s key trends.

You can watch the video here too

Webinars remain an important B2B marketing channel for generating quality leads and growing the sales pipeline. However, marketers must implement best practices to maximize webinar results. Hannah Drake Kelley, an account director at healthlaunchpad with significant webinar experience, recently shared proven tips.

DOWNLOAD THE PRESENTATION HERE

Webinars deliver on core marketing goals. 73% of B2B marketers find webinars generate the highest quality leads, with 20-40% of registrants becoming sales-qualified leads and 15% ultimately converting to customers. Webinars effectively showcase expertise and nurture prospects.

For benchmarking, averages show 260 registrations per webinar with 40% attending live. Aim for 100-110 attendees. Engagement increases with 90-minute webinars instead of 60 or 30 minutes. Also, one-third register within 24 hours, confirming the impact of persistent late promotion.

Common webinar pitfalls include inadequate planning, misleading titles overselling product propaganda, insufficient promotion, and poor sales follow-up squandering viable leads. Avoid these mistakes.

When planning webinars, identify topics addressing target buyer pain points rather than product features. Recruit speakers with credibility like existing customers or partners. Appoint moderators so speakers can focus solely on content delivery. Schedule Tuesday through Thursday afternoons targeting 1-3pm EST. Rehearse extensively pre-event.

Effective promotion requires compelling lead-capture landing pages summarizing core value propositions. Then launch email campaigns targeting customer databases and lists of prospects from target companies. Keep marketing the webinar until the last 24 hours when late registrations swell. Enlist sales for added amplification. Incentivize live attendance with giveaways. Promote extensively across all channels up to showtime.

During the webinar, rely on moderators to handle flow so speakers concentrate completely on enthusiastic content delivery, which engages audiences far more than tactical points. Incorporate interactive polls, not just Q&A sessions. Have behind-the-scenes staff manage technology and monitor real-time audience commentary.

Post-webinar, immediately send on-demand access and thanks to registrants. Provide sales tiered attendee lead lists based on engagement to prioritize follow-up. Resolve outstanding questions, re-purpose content, continue tracking impact on pipeline and revenue to guide ongoing strategy.

In summary, webinar success requires diligence across planning, promotion and production plus post-event sales and marketing coordination to fully capitalize on the lead generation opportunity. Committing to webinar best practices yields substantial rewards in quality leads, brand building and sales acceleration.

Watch the video here.

Digital health has been on a wild ride over the past few years. After a frenzied boom with sky-high valuations and investor enthusiasm, 2023 saw the wheels come off for many companies. I sat down with digital health legend Matthew Holt to make sense of it all and see what’s next for the industry.

Matthew Best is the founder of the Healthcare Blog (THCB) and (with Indu Subaiya) the Health 2.0 conferences, He now splits his time between THCB, and the SMACK.Health advisory service for health tech startups.

So what's the deal with digital Health?

After years of exuberant funding with record investment rounds, 2023 has seen a major pullback. As Matthew highlights, a hangover was inevitable following the “craziness” of the last few years, where startups received $100-200 million in funding from Softbank and others despite low revenues. 

With interest rates rising, investors are now being more selective. Many startups failed or have undergone painful mergers. While deal flow has dropped back to 2016-2017 volumes, Matthew notes this is still well above the more anemic years of 2009-2012. He believes we’re seeing a “reckoning” where unrealistic valuations get reined in, but digital health remains a vibrant sector.

Mental health tech has been a big winner, with the pandemic driving investor interest and adoption of online solutions. Matthew expects providers to focus more seriously on managing mental health given the widening recognition of its impact on physical health outcomes. 

On the AI front, some analytics startups that help identify at-risk patients show some promise. AI-based companies that are attacking physician burnout via automated documentation are worth watching as well. 

He also highlights startups using conversational AI to eliminate huge administrative hassles. With long hold times to complete tasks like prior authorizations, AI bots can hugely reduce provider frustration. While hype got ahead of reality, Matthew expects practical use cases for automation and AI to gain traction.  

It is surprising that major players like Amazon, Apple, and Google have struggled to disrupt healthcare. Matthew feels healthcare’s complexity, regulations, and entrenched incumbents have been insurmountable for these tech giants.

However, he sees opportunities in pharmacy supply chain management and medication adherence where a consumer-focused Big Tech solution could deliver real value.

For those daring entrepreneurs aspiring to build the next big digital health startup, in Matthew’s words,

“You probably need your brain tested.”

Beyond sheer determination, he stresses that raising money remains difficult and warned founders not to expect another funding frenzy anytime soon. Companies should identify paying customers who can fund product development rather than banking on splashy VC rounds or Quick IPO jackpots to survive. As Matthew wisely states, “If it’s not working relatively easily and there's not strong customer traction...find another wall to bang your head against.”

While the path ahead promises more disciplined growth, digital health still offers tremendous ways to improve patient outcomes and experiences while reducing waste. This balance between pragmatic funding and real-world utility points the way to companies that can build sustainable value over time versus chasing temporary hype cycles. Stay tuned as the next era promises exciting innovation alongside responsible disruption of healthcare.

The 2023 Funding Shakeout Winners and Losers in the Digital Health ShakeoutWill Big Tech Crack Healthcare?Advice for Digital Health StartupsThe Future Is Still Bright

Unless you have been hiding under a rock in the last six months, you will be aware that ChatGPT is a big deal. It affects marketing in many ways, not least content marketing. Generative AI has been making a gradual impact on Content Marketing for a few years. ChatGPT 4 could be transformative.

If you are a content marketer concerned about the impact, fear not generative AI can give you superpowers, but you have to take action to master it.

In this in-depth interview, I chat with Case Meehan, a long-time content marketing guy who has been experimenting with generative AI for several years., He dives into the topic in great detail. It's one of the most fascinating conversations in a long time. And we cover a lot of ground:

- How ChatGPT and other generative AI tools have already made an impact

- How to get started

- What ChatGPT can enable content marketers to do, significantly how to leverage content more efficiently

- How this will change how content marketers work and the value they deliver

- What embedding means and why this is a game changer that needs to be mastered now

- How this will revolutionize how Thought Leadership content is created and what new possibilities it will create

Anita is a confounder of Blue Square Collective. She is a very highly regarded expert in social selling. At Blue Square, she helps companies master digital and social selling. Before founding, Blue Square was a Customer Sucess leader with LinkedIn in Europe.

In this episode, Anita covers the following:

- What is social selling

- How companies can excel at and scale social selling

- How to structure a social and digital selling program

- What are the steps to social selling excellence

- What makes someone a superstar social seller

- What are the biggest mistakes made in social selling

You can reach Anita here https://www.linkedin.com/in/anita-windisman/