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Introduction to NextGen B2B Marketing: Maximizing Effectiveness and ROI
The series kickoff: how the convergence of sales, marketing and technology is reshaping B2B marketing — and what to do about it.
- Blog
- 2025
The Blog
Ideas you can use.
B2B marketing has been rebuilt several times over in 25 years: CRM and marketing automation, digital transformation, and the pandemic’s acceleration of everything online. This introduction to the NextGen B2B Marketing series traces that evolution and looks ahead to AI and machine learning — and to the privacy and cookie questions that arrive with them.
The series that follows works the system end to end: data, analytics, segmentation, messaging, content, campaigns and measurement. Each installment stands on its own; together they describe how a modern B2B program actually fits together.
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Blog · 2017
Physicians Have Feelings, Too — and Other Things Marketers Should Know
Your marketing “bedside manner” counts: physicians value relationships, and “personal” is a plus.
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Mastering Marketing to Capitalize on Trends in Value-Based Care
The shift to value-based care rewards quality over quantity. Align messaging with VBC principles — capitation, health equity, demonstrated outcomes.
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Blog · 2017
What Makes Healthcare IT Decision Makers Say Buy, or Bye?
The IT folks who buy — or don’t — have specific reasons. Check them before you structure your account-based marketing.
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Blog · 2016
No Marketing Automation Strategy?
Automation is the cornerstone of today’s marketing success — so why do world-conquering initiatives fizzle? One reason stands out.
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Blog · 2017
How Automatic Is Your Marketing?
Too many automation platforms are glorified email senders. Real automation is a spider web, not a string of emails.
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Blog · 2017
Prospect Development 101: Before You Nurture, Know Their Nature
The first nurture question isn’t cadence — it’s the nature of the buyer: close time, group size, contracting complexity, education, budget.
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Blog · 2017
What’s That Buzzing Sound?
Prospects making a beeline to your ads — or just noise? Clear the path from click to conversion.
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Blog
eBlasts: Why They’re Better Than Banners
Banners are a cheaper way to buy leads — and a more expensive way to buy conversions. The confusion is in the conversion.
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Blog · 2015
Predicting Marketing Success: It’s Easier Than You Think, If You Think
You can’t manage what you can’t measure. Work backward from the MQL goal and let the math choose the tactical mix.
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Blog
You Can Keep the Clicks (and You’re Welcome to Some of Mine)
Clicks are a means, not a result. Quality over quantity — start with SQLs and work backwards.
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Blog · 2016
Why Your Research Isn’t Always Reality (or, When You Begin to Believe the Lies)
People tell you how they think; results come from how they behave. Four places research goes wrong — people, question, framework, expectations.
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Blog · 2018
The How, and Why, of Staying on Top of Who’s on Top
Decision-maker turnover quietly degrades your data — and your results. A competitive job market makes list hygiene a standing job.
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Blog · 2017
Hit More Targets with Titling
The most compelling offer ever still misses if the titles are wrong. Three words explain it: functional title data.
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Blog · 2017
If You Build It, They Will Come
Why building your list is better than buying one — the case in a single infographic-led argument.
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Blog · 2017
Raise Your Response Rate — and Your Reputation
Organically built lists perform better: in one head-to-head drip campaign, opens and clicks ran as much as 150% higher than a compiled list.
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Blog · 2016
Data: A Marketer’s Best Friend or Worst Nightmare?
Martech grew from 150 platforms in 2011 to more than 3,500 in 2016 — and many teams are drowning in the data. Start with the contact list.
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Blog · 2023
How to Leverage the Power of Podcasts for Your Brand
Four benefits of podcasting for B2B brands — and five practices that turn episodes into audience, authority and pipeline insight.
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Blog · 2017
Four Benchmarks of a Successful Content Marketing Campaign
The Alere “Healthy Workforce” campaign went beyond industry expectations — and took home the AVA Digital Awards Gold.
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Blog · 2017
Your Content Is Making Noise. But Is It Making Friends?
Content development ranks high among strategists’ focus areas for a reason: words mean more than communication — they build relationships.
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Blog · 2016
Are You on Message, or on Another Planet?
When success is measured in MQLs, know ahead of time whether your message is mighty or mighty weak. Message testing is the predictor — and the insurance.
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Blog · 2022
Aligning Your Content to Sales
Red House’s commentary for B2B Marketing on the role content plays in generating visibility, authority and credibility throughout the sales process.
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Blog
How to Generate Engaging Content — and Separate Yourself from Those Who Just Generate Content
The architecture of buyer engagement in four parts: Objective, Strategy, Structure and Style.
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What Makes Good Content? Why Howard Gossage Was an Absolute Master of the Obvious
The principles of good copy didn’t change when copy became content: credible, fact-supported, solution-agnostic, brief — and linked to the deeper story.
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Blog
Top 3 Messaging Challenges for Strategic Marketers
Getting a whole team to agree, resonating across audiences, and validating messaging — the three challenges behind most messaging platforms.
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Blog · 2015
Strategic Hypotheses: The Benefits of a Healthy Sense of Paranoia
Start planning with “What if we’re wrong?” — develop strategic hypotheses, then prove or disprove them before the plan hardens.
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Blog · 2017
Looking to the Year Ahead: Why We’re Going Back to Basics
After the martech adoption wave, the focus returns to lead generation — and to the strategy, workflow and creative skills the new stack demands.
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Blog · 2016
A Sound Strategy That Healthcare Marketers Could Learn from Colin Powell
Powell’s 40–70 rule for decisions, applied to pre-marketing research: benefit evaluation, competitive comparison and message testing.
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Blog
Using Lead Scoring to Enhance Your Marketing Strategy
Lead scoring allocates resources to the leads most likely to convert — and aligns sales and marketing on what “ready” means.
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Blog
Strategic Email Marketing Tips to Improve Deliverability, Open and Click Rates
First-party data, segmentation, concise mobile-responsive copy, clear CTAs — and testing, always testing.
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Blog · 2023
6 Useful Metrics to Measure Your B2B Social Media Marketing Campaigns
Social media is hard to measure? It isn’t. Six metrics that show whether social is working as part of lead generation and nurturing.
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5 Ways a Social Strategy Helps Your Business Level-Up
Brand awareness, engagement, targeting, cost-effectiveness and insight — with a B2B qualifier: the right followers beat follower count.
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Blog · 2021
The Blurring Lines Between ABM and Demand Gen
Red House’s commentary for B2B Marketing on why the line between ABM and demand generation keeps getting harder to identify.
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Blog · 2016
Measuring and Monitoring Account-Based Marketing
Measure account performance, not tactic performance — and watch the Decision Maker and the Champion.
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Blog
Account-Based Marketing: What Are You Committing To?
ABM is marketing to the decision-making group within a defined set of companies — and it isn’t a quick fix. What it actually takes.
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Blog · 2026
The Surgeon Is Your Fan. He Needs to Be Your Soldier.
In Physician Preference Items, enthusiasm is a dangerous metric. Advocacy enablement arms your clinical champion for the committee room.
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Where MedTech Deals Go to Die
The hospital IT Technical Review is the IT Graveyard of MedTech deals. A three-part CIO narrative gets products through it.
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The Surgeon Wants the Robot. The CFO Wants to Know Who Pays for It.
MedTech’s Innovation Trap: selling clinical features to surgeons while the Value Analysis Committee kills the deal on economics.
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Blog · 2026
Why More Healthcare Sales and Marketing Leaders Are Turning to ABM
Healthcare has been slower to adopt ABM — but finite audiences, known accounts and operational triggers make it increasingly compelling.
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Blog · 2026
Why Sales and Marketing Leaders Are Turning to ABM
Finite audiences, known high-potential accounts and operational buying triggers are driving leaders to account-based marketing.
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Blog
The Partnership of Artificial and Human Intelligence in B2B Marketing
AI accelerates the work; strategists define the journey. How the partnership plays out across long-tail B2B sales.
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Blog · 2025
The Science of Success: Measurement Strategies to Optimize B2B Marketing
Move past MQL counts and vanity metrics to the KPIs that predict revenue — and the frameworks that connect them.
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Blog · 2025
B2B Campaigns That Convert: How to Align Strategy and Creative
Aligning strategy and creative through data — so campaigns can be held accountable for revenue, not just activity.
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Blog · 2025
From Insights to Impact: Crafting High-Performing Content at Scale
Building a dynamic content program: research, assessment, messaging architecture and positioning — then personalization at scale.
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Blog · 2025
From Data to Dialogue: Using Segmentation and Profiles to Personalize Messaging
Segmentation and customer profiling are the foundation of personalized B2B messaging — starting with data quality.
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Blog · 2025
Leveraging Modeling and Attribute-Based Segmentation to Identify and Prioritize Prospects
Predictive modeling and attribute-based segmentation for prioritizing the prospects most likely to become sales opportunities.
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Blog · 2025
Mastering Analytics in NextGen B2B Marketing: The Path to Smarter Strategies
Three analytics priorities: metrics that were once aspirational, attribution through the funnel, and predictive optimization.
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Blog · 2025
The Power of Data in NextGen B2B Marketing: Why a Robust Data Strategy Is Essential
A robust data strategy is the essential foundation — aligned to business goals, built on quality data, and ready for AI.
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