Top Down or Bottom Up? How to Build Your Marketing Budget for 2020

Top Down or Bottom Up? How to Build Your Marketing Budget for 2020


How much do you need for marketing next year? Depends. How many customers do you want?   Budgets. Such an ugly word. So… constricting. There are multiple approaches to budget-building, but most are variations of either the top-down or bottom-up approach. As you begin your 2020 marketing plans, let’s talk about the differences, benefits, and downfalls of the two most common ways to budget for your marketing expenses.   When Should We Start at the Top? The Top-Down Marketing Budget. In a top-down budgeting model, an executive team reviews data […]

How to Use Your Marketing Automation Platform in Your Account-Based Marketing Program

How to Use Your Marketing Automation Platform in Your Account-Based Marketing Program


Looking for ways to make your account-based marketing program a bit easier on your sales team? Look no further than your marketing automation platform.   Account-based marketing programs take personalization to the next level. From individualized follow-ups from your sales team to highly personal marketing touchpoints that speak to each recipient’s specific needs, the most successful account-based marketing campaigns focus on making each touch feel like your recipient is the only person in the campaign.   These programs typically start with a high-value, flashy physical item that incorporates a variable […]

5 Ways to Uplevel Your Digital Marketing Strategy for Healthcare Providers

5 Ways to Uplevel Your Digital Marketing Strategy for Healthcare Providers


So you’ve gotten your five HIPAA rules under control and your marketing budget is at least 10% of your company’s overall budget. Now you are ready to embark into the healthcare digital marketing world, but don’t know which digital strategy to implement.     Let’s look at the five ways you can uplevel your digital marketing strategy for healthcare to help you generate more traffic and stay competitive in the healthcare industry.     Have an Easy-to-Navigate Website While Staying Mobile Conscience Although many people still use desktops, the majority […]

Surveys: When, What, and How to Use Them

Surveys: When, What, and How to Use Them


Let’s start by covering the basics – what is a survey? A survey is defined as a research method used for collecting data from a pre-defined group of respondents to gain information and insights on various topics of interests. That’s just a long-winded way of saying that surveys can be used to collect data. And as marketers, we LOVE data! The more data we have, the more targeted we can make our messaging to specific audience segments.   When to Use Surveys in your Marketing Campaign There are so many […]

Understanding Marketing Attribution Models

Understanding Marketing Attribution Models


As marketers, one of the biggest challenges we face is proving the ROI of our marketing initiatives. Marketing has evolved. More and more, marketing should be viewed as an investment in business growth rather than an expense that is a “cost of doing business.” The data we can collect from our marketing efforts, both online and offline, can help us to provide more and more insight into the ROI of our marketing initiatives.   How do we make that transition from marketing as an expense to marketing as an investment […]

Using Your Data to Build a Better Marketing Plan: A Recap

Using Your Data to Build a Better Marketing Plan: A Recap


It’s not uncommon for me to hear marketers ask the question: how do I start building a marketing plan—and how do I know if the dollars I’m asking for are the right amount?   A better marketing plan starts with understanding your marketing metrics. By learning what’s working now, you can start to plan for campaign spending in the future. But first, you need to learn: How to efficiently use your marketing spend How to maximize your budget across multiple marketing channels and business segments How to ensure stakeholders feel […]

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