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How to Create a Well-Planned White Paper
by Debra Harrsch Do you know how important digital content is in your customer’s buying decision? I think by now we can all agree that it is a critical factor in moving your prospects forward on their...
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KOL: When to Use a Key Opinion Leader in Healthcare Marketing
by Debra Harrsch Before we start looking at when you should use a key opinion leader (KOL) in your marketing, let’s first explore exactly what a KOL is. Key opinion leaders are industry leaders who...
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Why UX is the Key to a Website That Converts
by Debra Harrsch In today’s world, your digital presence is even more important than ever before. Looking into the future, your website and other digital channels will remain critical to your ability...
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How to Implement UX Research & The Keys to a Great User Experience
by Debra Harrsch Last month we talked about what UX is and why you need to incorporate user experience in your website design work. This month we’re covering how to apply what you learned from your UX...
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Growing Marketing Leads Quarter-Over-Quarter: Challenges and Opportunities
By Debra Harrsch In most companies. marketing is seen as an expense item. And, when something’s a line-item expense on the P&L, there needs to be accountability. To support the marketing budget,...
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Why Marketing is Now Responsible for SQLs Instead of MQLs
By Debra Harrsch Lately, we’ve seen that marketing departments are now responsible not only for generating marketing qualified leads (MQLs) but also sales qualified leads (SQLs). While every company...
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Power Your Marketing with Marketing Automation
by Debra Harrsch Sales cycles differ from industry to industry – and they can also differ among a company’s products and services. A smaller-value item, for example an HPLC column, may have a short...
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Develop a Content Marketing Strategy that Works
By Debra Harrsch Content marketing is a broad topic – so broad that many people easily get lost and overwhelmed. Instead of getting hung up in the weeds, you really need to think about content...
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Map Your Customer’s Journey and Improve Marketing ROI
By Debra Harrsch Changes in the way B2B customers purchase products and services were happening even before the pandemic. B2B sales were taking place online and virtually rather than face-to-face....
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How to Map Your Customer Journey
by Debra Harrsch How Do You Map the Customer Journey? Everyone talks about ‘mapping the journey.’ But how do you actually do it? In this article, we’re going to look at the specifics of how you...
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