Resources for
real marketers
Articles here are from real-world best practices from proven marketers. Actionable insights. Put them to use today.
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Navigating tracking & brand consistency in complex B2B2C models
How to track performance and hold your brand together when multiple intermediaries sit between you and the end consumer.
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Enrollment metrics frameworks that actually work
Mastering audience customization in B2B2C marketing
Reaching who actually needs you: a guide to health claims-based targeting
A practitioner's guide to DAM and customization tools
A practical map of the digital asset management and customization tools B2B2C teams use to produce client materials at scale.
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The incentive illusion
Enrollment incentives inflate top-of-funnel numbers while raising CAC and churn — here's what the data shows and what to do instead.
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Marketing team leveling framework for professional development
A shared language for what “good” looks like at every stage of a B2B2C marketing career — built to start better growth conversations.
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Breaking free from the approval spiral
The teams that escape endless client approval loops redesign the default — with tiering, contract language, and opt-out calendars.
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The envelope still wins
Done right, direct mail is still one of the highest-converting channels in B2B2C health benefits marketing.
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Fostering collaboration between teams and partners
In B2B2C, the difference between disconnected campaigns and seamless execution comes down to how well teams collaborate internally and align with external partners.
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Aligning B2B and B2C for maximum impact
B2B2C is more than a hybrid of two playbooks — aligning insights, branding, approvals, and long-term strategy is what turns the intersection into a competitive advantage.
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Healthcare messaging: stop talking like a doctor
End users respond to lifestyle and emotional messaging, not efficacy data — here's how to make the shift across copy, landing pages, and email.
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Starting off on the right foot with employer partners to maximize adoption
Introducing a new benefit is a change-management exercise — and the discovery work you do during implementation determines whether adoption takes off.
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How B2B2C marketers are putting AI to real use
AI adoption in this community is pragmatic, not hype-driven — marketers use custom GPTs, translation tools, and copy generators to solve specific workflow problems.
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The above-the-fold framework for enrollment landing pages
What a member sees before they scroll decides whether they continue — here's the above-the-fold framework that actually converts.
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Practical provider referral marketing that works
The gap between 'we agree to refer' and 'patient sees the referral' is where most provider marketing programs fall apart. Here's what actually moves the needle.
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