DemandGen Reports

By Alicia Fiorletta, Associate Editor

Executing campaigns across different verticals and segments is a growing challenge for most marketers, but it is especially difficult in the healthcare industry, where solution providers need to communicate with a range of unique audiences.

MedeAnalytics, a provider of performance management solutions for hospitals, physician practices and payers, was managing prospect information, email and campaign results manually by a small marketing team. The Emeryville, CA-based company sought out a solution to streamline database and campaign management, and track the efficiency of primary marketing tools.

With content marketing emerging as a key part of demand generation programs and strategy, marketers are challenged to develop a deeper understanding of how to effectively engage prospects and encourage content sharing.

Given the popularity of Farmville-type gaming, and the increasingly critical need to create more interactive BtoB brand experiences, “gamification” has become a hot topic of discussion to drive engagement and quality leads. During Custom Media Day, hosted by the Custom Content Council and Content Marketing Institute July 27 in New York City, the sessions focused on extending the life of your content collateral. Chris Sullivan, Regional VP of Sales at gaming platform provider Bunchball, shared key insights into how gamification is helping brands integrate game dynamics into their web sites, services, community, content or campaigns to drive participation.