Part of what makes a powerful content strategy is knowing how and when to use your content decisively to help the prospect at every stage of the funnel. And while most marketers understand this means using different types of content at different times and tuned for different audiences, many don’t…

You’d be forgiven for thinking that marketing collateral is only something that customers get — things like fact sheets or white papers or checklists. But your marketing material can also serve as an invaluable sales tool when used correctly. Here are some of the best uses for your existing content…

“What do you do?” It’s a common icebreaker question, but in the world of marketing, it goes so much deeper. A great deal of marketing is centered around communicating this very point to users in such a way that they become invested in wanting to learn more about the brand…

A B2B product launch is an exciting time. You’ve been planning, preparing and organizing everything so that the launch can go off without a hitch. But how do you make sure it truly resonates with your ideal customer? Our B2B product launch survival guide offers three tips to help you…

The right case study is not only an excellent resource that demonstrates the potential of your healthtech product or service, but it can also be a powerful marketing tool. As one of the most popular types of content, case studies have the ability to showcase your product in a way…

It’s no secret that healthtech companies were thrust into the spotlight before they were well and truly ready. With COVID becoming an ever-present threat on a global scale, many healthtech companies had to act, and react, quickly. As such, customer retention has become a relatively new phenomenon for them, particularly…

The comparison stage of the funnel is one of the most critical yet often most overlooked parts of the buyer journey. During this stage, the “rubber meets the road” in terms of convincing your prospect to convert, and oftentimes, the odds can seem stacked against you. In this week’s Workdom…

One of the best ways to win at healthtech marketing is to focus on the long game; that is, to set large (but not impossible) goals for your business. But what kind of goals should you set and how do you create them so that your team doesn’t lose their…

Consideration. It’s the second stage of the sales funnel and often one of the most difficult. This is the stage at which your prospects have heard of your brand and they’re aware of the solution you offer, yet they haven’t yet converted into customers. They’re still weighing their options from…