The traditional B2B buying journey looked reassuringly simple. Awareness → Consideration → Decision Real B2B buying was never quite that tidy. Today, it’s even less so. Buyers can research solutions, compare vendors, read reviews, ask AI tools for recommendations, watch demos, evaluate pricing, talk to peers, and build an internal business case before ever speaking with your sales team. And “the buyer” often isn’t one person. Forrester’s 2026 research found that the typical business buying decision now involves 13 internal stakeholders and nine external influencers, with even larger groups involved in complex or strategic […]
A patient’s relationship with a healthcare organization doesn’t begin in the exam room, and it doesn’t end when they leave. Every interaction shapes the patient experience. From scheduling an appointment and completing paperwork to receiving follow-up care, educational resources, and wellness reminders, every communication influences how patients perceive your organization and how connected they feel to their care. Today’s patients also have higher expectations than ever before. They want timely updates, convenient access to information, and communications that reflect their needs without overwhelming them. A generic reminder or monthly newsletter is no longer enough to build meaningful relationships. […]
Every enrollment funnel has a leak. A prospective student downloads a program guide, attends a virtual event, fills out an inquiry form, or requests information. Then something happens—or nothing happens. The follow-up is delayed, communications aren’t relevant, questions go unanswered, and competing institutions capture attention. The prospective student loses momentum. For many colleges and universities, the challenge isn’t generating inquiries. It’s maintaining engagement after the inquiry. Marketing automation helps institutions close that gap through personalized communications, lead scoring, triggered follow-up, and stronger coordination between marketing and admissions teams. The Inquiry-to-Enrollment Gap: Where Most Institutions Lose Students The path from inquiry […]
Government agencies communicate with a wide range of audiences every day. Residents. Business owners. Visitors. Volunteers. Hunters. Anglers. Campers. Parents. Seniors. Community partners. Each group has different interests, different needs, and different reasons for interacting with your organization. Yet many agencies still rely on broad, one-size-fits-all communications that send the same message to everyone. The result is lower engagement, missed opportunities, and information that often gets overlooked because it isn’t relevant to the recipient. Today’s constituents expect a different experience. They expect timely, helpful communications that reflect their interests and make it easier to access services, participate in programs, […]
For years, SMS marketing was largely a one-way channel. Organizations sent appointment reminders, event updates, promotional offers, and important notifications. Customers received them. Today, that dynamic is changing. More organizations are adopting two-way SMS marketing to create conversations rather than simply broadcast messages. The opportunity is significant. SMS remains one of the most immediate and engaging communication channels available. But as more organizations embrace conversational SMS marketing, a new challenge emerges: designing automation flows that work for real people. Because real people don’t always respond the way marketers expect. Building […]
