Marketbridge

Measuring incrementality, cross-channel effects, and true ROI is hard—especially with fragmented data pipelines. ❌ Off-the-shelf Marketing Mix Models (MMMs) often use prebuilt, outdated models and rigid structures that can’t adapt to your business logic. ✅ Custom MMMs, however, enable flexible variable selection, integration with live data sources, and automation across reporting layers. Learn about the three common marketing effectiveness pitfalls and how to solve them: https://hubs.la/Q03gNl8H0

Fact: 71% of B2B buyers trust influencer content more than traditional ads (Forbes). Why? Because buying decisions in B2B are now driven by: ✔️ Peers, ❌not cold outreach ✔️ Expertise, ❌not slogans ✔️ Trust, ❌not price tags A few great B2B influencer strategies to try this year: 1. Embed experts into your content—not just as endorsers, but as co-creators. 2. Activate micro-influencers in niche spaces—reach the right audience, not just a big one. 3. Turn employees and customers into influencers—they’re your biggest credibility drivers. To see an award-winning example that leverages influencers in B2B marketing, check out our Chevron work story: https://lnkd.in/g9-cb58W

Fantastic week at B2B Forrester Summit reconnecting with clients, community, partners, and friends at Marketbridge! The Phoenix setting worked perfectly to facilitate so many great conversations! Our industry is going through significant change. Forrester's CEO opened the event with an important stat: Nearly 90% of B2B buyers are now turning to GenAI for information throughout their buying journeys. It’s time to rethink how we approach our marketing and ABM plans with this behavioral change in mind! AND, my favorite quote of the week - “Strategy without tactics is the slowest path to victory”! Richard Hill Jill Melchionda Janet Knight Ashley Incardone #ForrB2BSummit

Healthcare is complicated—customer experience shouldn’t be. Our new report, based on a survey of 1,000+ privately insured individuals (ACA, Group, and Medicare Advantage), answers three key questions: 🔍 How are consumers purchasing health insurance? 🔍 How are members accessing healthcare services? 🔍 How are members engaging in health and wellness activities? For survey findings, strategic implications, and actionable insights, download the report: https://hubs.la/Q03fNkd60

A large software provider was looking to transition its entire product portfolio to an as-a-service model, but needed to refine their messaging to align with shifting market demands. Recognizing the opportunity for growth, they turned to us to refine their positioning and create a compelling messaging strategy that resonated with their target audiences. Check out the case study (https://lnkd.in/gDW2v2gm) to see how we: – Identified key buyer insights and messaging gaps – Triggered impactful pivots in messaging for greater alignment – Informed strongest value drivers by use case and role

B2B marketing is evolving fast, and this article breaks down five ways to adapt your strategy—social presence, influencers, and more. Check it out ⬇️

One of the hottest events in B2B marketing, Forrester's B2B Summit, is happening in Phoenix ☀️ next week—and some of our go-to-market and brand-to-demand leaders will be there! Steven Lewis, Joanna Bittle, and Richard Hill will be attending the conference, spending time at 6sense's club6, and networking with leaders in B2B marketing (like yourself!). Want to join in on the fun and spend some time with the Marketbridge team? Let’s make it happen—send us a message or comment below!

My latest Marketbridge blog post is up on what advertisers should consider given the declining consumer financial outlook and seeming rise in consumer activism. Prepare now to avoid reactionary decision making! A couple of key points: -Don't completely throw our your marketing playbook or mix -Continue spending on brand -Consider cuts in lower funnel as demand softens -Focus on quality Read the full post: https://lnkd.in/eJ9mSv9Y #marketingstrategy #marketing #marketingmix

For those of you who are not inclined to read a long paper (or just haven't had the time to yet), figured I'd try to distill some of the key points from our recent Medicare Advantage White Paper (https://lnkd.in/gtk7mjTZ ) Look forward to discussing the implications of these trends and challenges in our first peer insights event next week! Andy Hasselwander, Melanie Russo, Brittany Gravatte, Taylor Lockhart

Marketing mix modeling (MMM) offers a clear view into what’s really working. By measuring the impact of every dollar spent, you can make confident, data-driven decisions to optimize your budget. Explore a detailed MMM example here: https://hubs.la/Q03crdr40