October 2010

Marketing leader: In a small health B2B company, do more with less

by Don Seamons on October 27, 2010

Last week, Mike Schouten of Ingenix shared his perspective of yearly planning within a large health B2B marketing organization. This week, I wanted to give voice to the smaller organizations. So I asked my friend Abby Coplan, marketing director for the coding, auditing and outsourcing company HRS, to offer her take on marketing planning. As [...]

To get health B2B budget buy-in, commit to results

by Don Seamons on October 22, 2010

What is the one thing B2B marketers should do to get budget buy-in? I posted this question to a few LinkedIn groups (including the Health Care B2B Marketing Group—please join!), and got the following responses from a few B2B marketers from “across the pond.” The key thing would be to show how what you’ve done [...]

Marketing leader: Yearly marketing planning success hinges on driving value

by Don Seamons on October 19, 2010

One of the goals of the HealthB2BMarketing blog is to share best practices peer to peer. Since this month’s posts are on the topic of yearly planning and budgeting, I asked Mike Schouten, a friend and one of the most talented marketing leaders I know, to share his insights on the subject. Mike is the [...]

Want a bigger budget? Put yourself in an executive’s shoes

by Don Seamons on October 15, 2010

In my last post I said that being in the right state of mind is crucial to yearly planning. So what type of mind frame do you need to be in when you’re developing your plans? Why, an executive’s mind frame, of course. Now, having not been a healthcare vendor executive before, I can’t truly [...]

It’s planning and budgeting season for health b-to-b marketers

12 October 2010

It’s October, and, for most of us, that means it’s the fourth quarter. As a marketer, “Q4″ is often a time for ratcheting up your efforts to see if you can make your numbers. It’s also a time for planning and budgeting—a time when you get to make a case for marketing dollars for the [...]

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