NEW RULES: Keep It Real (#10)

Rule #10 is to keep it real. Just be you! Feel empowered to speak personally and with authority when posting on social media. Every little interaction helps people know and trust you as a person, which helps them buy from you down the road. The New Rules of Relevance is a thought-provoking series …

NEW RULES: Value Patience (#9)

Rule #9 is to value patience. Because buying cycles are so long in tech and services, client education and industry relationships are more valuable for B2B organizations. Often the tech evolves more quickly than hospital leaders' ability to understand its value, so it's even more important to see y…

NEW RULES: Lead With Curiosity (#8)

Rule #8 is to lead with curiosity. Curiosity is necessary in this pivotal time in marketing because of emerging technologies such as generative AI. Successful marketing leaders don't wait for all of the answers before taking the first step.  The New Rules of Relevance is a thought-provoking series…

NEW RULES: Ungate Your Funnel (#7)

Rule #7 is to ungate your funnel ... OK, well most of it. If you force every buyer down the same road, they often won't make it to your destination. Considering the benefits of opening up some of your content rather than gating it can help you simplify your sequences and improve your overall win ra…

NEW RULES: Meet Buyers Where They Are (#6)

Rule #6 is to meet buyers where they are, and that means to evolve your content strategy. For effective B2B marketers, the days of expecting your public-facing content to do the heavy lifting are gone. Buyers want more social proof than ever, and that means they're looking for recommendations in mo…

NEW RULES: Educate Your Buyers At Scale (#5)

Rule #5 is to educate your buyers at scale in order to reduce the buying cycle. Healthcare leaders are flooded with noise everyday, so you can expedite the road to a sale by focusing on the buyer's journey as opposed to your selling journey. When you see your role as educating rather than forcing s…

NEW RULES: Modernize Your Value Proposition (#4)

Rule #4 is to modernize your value proposition. Healthcare and health tech brands tend to tout their solutions as the answer to lots of problems, but that's hard to convey to a busy buyer who might just care about one thing. It’s one thing to tell yourselves that you’re seeing the problem from the …

NEW RULES: Over-Index on Creating Demand (#3)

Rule #3 is to over-index on creating demand and find a better balance between generating demand and capturing it in order to better reach today's B2B buyers and ultimately win their business.  The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick a…

NEW RULES: Understand the Full Ecosystem (#2)

Rule #2 is to understand the full ecosystem of buying choices that healthcare organizations are making and challenges that they are trying to address.  The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the mode…

NEW RULES: Put Yourself In Your Buyer's Shoes (#1)

It's here! The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing.  Marketing to healthcare organizations is hard, and a lot of current marketing strategies no longer ref…