Kim Kardashian

Heather Fletcher is senior content editor with Target Marketing.

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

Healthcare marketing is one of the most regulated verticals in the profession. So hearing horror stories about misleading influencers in the space strikes fear among brand leaders who know they can be sued when sponsorships go awry. Here are four tips so healthcare brands use influencers well in their marketing mixes.

Influencers brands need to know are ones who could help them with their marketing. But the others they must learn about are the ones who are so influential, they could damage their brands with a single post on social media. That’s why Digital Third Coast studied the latter and found 24 such influencers.

B2B customer reviews are a product research priority for 49% of buyers, finds a recent study. While product demos are still the No. 1 information source for B2B customers, product reviews are escaping their B2C categorization and influencing B2B purchases left and right.

Unlike other marketing techniques that old-timers railed against as they emerged, no one’s saying influencer marketing should go away. But marketing insiders are saying to pay attention to results and decide if Kim Kardashian and her ilk are worth their astronomical fees.

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