MarketBridge

Innovation thrives on experimentation. Carrie Donahue, CMO at Intelisent, highlights the importance of creating a space where marketers can test ideas to accelerate business growth in her latest article:

Enabling marketing innovation in highly regulated industries The enterprise marketing function has struggled with an image problem Historically seen as either an ex*****on shop focused on “running the engine,” or as a brand shop that makes sure the logo and color palette are used appropriately, marketing was rarely invoked as a key lever for strategic gro...

Michelle Van Zandt, Director at MarketBridge, outlines seven steps on leveraging AI to empower employees, streamline processes, and boost customer satisfaction:

How to Begin Leveraging GenAI In today's fast-paced world, the rise of Generative Artificial Intelligence (GenAI) is revolutionizing industries across the board. For those in the Finance and Insurance sector, understanding how to incorporate this technology can transform the way your organization operates, particularly when thin

Mastering the five essential jobs in a go-to-market analytics team—reporting, true analysis, targeting and segmentation, measurement, and prediction—is key to unlocking success. Learn about each job, gain additional insights, and discover best practices for optimal results in our blog:

5 Essential Jobs in a Go-to-Market Analytics Team – MarketBridge Learn about the 5 essential jobs that analytics teams perform to unlock success, along with insights and best practices for optimal results.

Check out this article by Carrie Donahue, CMO at Intelisent, on how bridging the gap between sales and marketing can lead to stronger performance—and a healthier bottom line:

3 steps to building a collaborative sales & marketing relationship Imagine doubling your company’s growth rate by simply fostering a better relationship between sales and marketing. It’s not easy, but here’s a way to get started.

Check out Melanie Russo's, SVP at MarketBridge, latest article on how GenAI is transforming the insurance industry—ushering in a new era of efficiency and enhanced customer experiences:

3 Ways GenAI Is Reshaping the Role of Insurance Agents At the 2024 Digital Insurance Summit, the CRO of Bestow Lena Chukhno 🇺🇦 , a leading digital life insurance company, made a bold proclamation: "GenAI will be as impactful to insurance as the internet." Over the past year, the adoption of GenAI has nearly doubled, reflecting a growing consensus ...

Have you ever encountered survey results where respondents think everything is important or, worse, nothing is important? Enter MaxDiff, a methodology designed to solve this exact problem. Discover why, when, and how to use MaxDiff for clearer, more actionable insights:

MaxDiff Explained: Unlocking Meaningful Insights – MarketBridge MaxDiff is a powerful tool that brings clarity to market research. Discover why, when, and how to use MaxDiff in our blog.

We are thrilled to announce that we have been recognized by the Washington Post as a 2024 Top Workplace! Achieving this honor for the second consecutive year underscores our commitment to fostering an outstanding culture and camaraderie.

"We believe that our people are our greatest asset, and we are committed to supporting their growth and well-being. This achievement motivates us to continue striving for excellence and to ensure that MarketBridge remains a place where everyone feels valued and inspired to reach their full potential." —Jamie Simon, Director of Talent Management

A huge thank you to all our employees for their dedication, sense of humor, and hard work—you are the reason we excel!

To learn more about The Washington Post’s Top Workplaces and see the full list of this year’s honorees, visit: https://www.washingtonpost.com/business/interactive/2024/top-workplaces-2024/

We had a wonderful time at the 2024 Association of National Advertisers (ANA) Masters of B2B Marketing Conference, alongside our teammates from CommCreative and Quarry Integrated Communications!

Amy Grucela, SVP of Marketing Strategy at COMM, and Joy Jarrett, CMO at Guidehouse, took the stage to impart five essential lessons. They shared how to establish brand uniqueness, energize your team and attract prospects with your brand story, shift to a revenue-driving model through account-based marketing, promote consistent marketing across teams and markets, and earn a seat at the CEO’s table.

We also celebrated Quarry's Silver win in Direct Mail, Flat or Dimensional, for the impactful "No Compromise" campaign on behalf of Chevron Lubricants at the B2 Awards Dinner and Gala.

Despite the rain, we still enjoyed our annual Field Day! This year, we moved the festivities indoors where we had a lively blue vs. orange competition featuring rock/paper/scissors, relay races, and a ping pong tournament. Thank you to our Social Committee for organizing all the fun!

Mastering the five essential jobs in a go-to-market analytics team—reporting, true analysis, targeting and segmentation, measurement, and prediction—is key to unlocking success. Read through the blog to learn about each job, gain additional insights, and get best practices for optimal results:

5 Essential Jobs in a Go-to-Market Analytics Team – MarketBridge Learn about the 5 essential jobs that analytics teams perform to unlock success, along with insights and best practices for optimal results.

Brand-building is a complex art and precise science—and it's no small feat to measure the impact of your efforts. But what if there was a way to harness the power of data science to understand the true drivers of your brand's success?

Our latest blog, "Deliver Brand Success Backed by Data Science," explores a multi-stage, econometric approach to modeling brand equity and covers:

🔸 Hidden factors that drive your brand's strength
🔸 Aligning your marketing channels with key brand indicators
🔸 Identifying causal relationships between brand factors and sales
🔸 Lag times and halo effects between brand movements and sales outcomes

Access the blog to learn more:

Deliver Brand Success Backed by Data Science – MarketBridge Learn how to leverage data/latent factors for marketing effectiveness to optimize brand building and strategy.

Thank you to everyone who joined Melanie Russo and Carrie Donahue (Murray) at the last week for their engaging discussion on "Overcoming Channel Complexity to Build a Unified Customer Experience." During the roundtable, they delved into two main channel challenges:

👩‍💻 DATA: Achieving a comprehensive 360-degree view of prospects and customers remains a significant hurdle.

► Shaping the ideal customer experience is often hindered by missing or fragmented data.
► Disparate legacy systems storing isolated data sets add to the complexity.
► The presence of third-party brokers as a channel adds another layer of complexity, limiting access to crucial data necessary for understanding consumer interactions and making informed decisions.

📱 TECHNOLOGY: Leveraging technology investments for maximum impact requires meticulous cross-functional coordination, expertise, and time.

► From identifying the most suitable technology to understanding necessary data sets and integrations, the process involves navigating various challenges.
► Coordinating a launch team spanning analytics, data engineering, IT, sales, and marketing is crucial, alongside documenting clear use cases to ensure alignment and effectiveness.

Addressing these challenges head-on is vital for insurers looking to stay ahead in today's dynamic landscape. Let’s keep the dialogue going! ⬇️

A very BIG thank you to our Administrative Professionals for everything you do each and every day. We are so fortunate to have you on our team. Happy !

2024 solar eclipse viewing party 🕶️

According to the NASA Eclipse Explorer (https://eclipse-explorer.smce.nasa.gov/), the moon covered about 87.9% of the sun during the eclipse peak at our Bethesda, MD office.

Were you able to see a total or partial solar eclipse?

Understanding geographic and demographic data is pivotal for marketing and sales strategy.

Read our blog (https://info.market-bridge.com/l/294272/2024-01-24/9hlwc9) to learn more about:

🔸 Value of zip code-based data in go-to-market
🔸 Challenges associated with zip code analysis
🔸 An open-source solution for zip code data

From State Lines to Sales Lines: Unraveling the Power of Zip Code Analytics – MarketBridge Learn how Ari's open-source package solved the limitations of R mapping when using Census data to overlay demographics on zip code (s).

Helping brands measure marketing's effectiveness—and learning best practices—is how our Chief Analytics Officer, Andy Hasselwander, has spent most of his career. In his latest blog, "The Right Marketing Mix for Various Scenarios," he shares insights on where and how to invest based on transaction complexity, competitive landscape, distribution strategy, product desirability, and product lifecycle stage.

Read the blog to learn how to make more informed marketing mix decisions while fully factoring in funnel position, emotional content, media channel, and content granularity: https://info.market-bridge.com/l/294272/2024-01-16/9hl3vh.

The Right Marketing Mix for Various Scenarios – MarketBridge Our CAO covers what he has learned from measuring go-to-market effectiveness across many different industries during his career.

Game on! During game night this week, a group of MarketBridgers played SongFest! (music trivia) and Catan while enjoying some pizza.

Organized by the Wellness Committee, game night is a monthly, in-office activity for MarketBridgers to bond after working hours.

What board game should they play next?

A Fortune 50 healthcare payer set out to improve health member outcomes by investing in marketing outreach campaigns that asked targeted members to complete preventive screenings. We worked with the healthcare payer to measure the effectiveness of these types of long-tail response campaigns using a two-part measurement approach.

Access the case study (https://info.market-bridge.com/l/294272/2024-02-27/9hq47r) to learn how we:

🔹 Measured the effectiveness of these marketing campaigns

🔹 Identified which segments were responding to which marketing tactics

🔹 Enabled timelier test and learn cycles

Optimizing Member Outreach Campaigns to Improve Health Outcomes – MarketBridge Fortune 50 payer is optimizing member outreach campaigns to improve health outcomes after working with MarketBridge.

Marketers can’t optimize on last-touch attribution alone...

Last-touch attribution (LTA) models often favor lower funnel demand capture channels with a seemingly attractive CPA. But LTA underweights upper funnel channels, eventually leading to the demand drying up.

Read Sarah's latest blog where she outlines four situations when marketing effectiveness tools (such as MMM and MTA) can be particularly helpful for organizations: https://info.market-bridge.com/l/294272/2024-01-30/9hm8fl.

4 Situations When Marketing Effectiveness Measurement Is Especially Helpful – MarketBridge We have outlined four situations when marketing effectiveness tools, such as MMM and MTA, can be particularly helpful.

Today, the insurance aggregator market in North America is estimated to be over $7 billion, according to Allied Market Research. While that shows the tremendous role aggregators have in the healthcare industry, many companies still struggle to determine the optimal percentage of a marketing budget to invest in affiliate marketing and whether “lead generation” or “product comparison” aggregators will work best for their company.

To learn about the difference between lead generation and product comparison aggregators—and the power aggregators have—read our new blog: https://info.market-bridge.com/l/294272/2024-03-13/9hrjhr.

The Power of Aggregators in Healthcare – MarketBridge With the choice to actively capitalize on their strengths or passively receive sales, learn about the power of aggregators in healthcare.

The MarketBridge team is celebrating Valentine’s Day with breakfast, candygrams, and a donation to Doorways! 🧡

Thank you to the Social Committee for putting together the annual candygrams fundraiser. This year's proceeds have been donated to Doorways—a community-based nonprofit that creates pathways to support neighbors in need.

Learn how you can get involved: https://www.doorwaysva.org/

With extensive experience delving into marketing data (~100 brands), our Chief Analytics Officer provides insights on where and how to allocate marketing investments in different scenarios. Explore his blog to discover key factors influencing marketing mix decision-making:

The Right Marketing Mix for Various Scenarios – MarketBridge Our CAO covers what he has learned from measuring go-to-market effectiveness across many different industries during his career.

Two teams of MarketBridgers partnered with Shepherd's Table this month to prepare and serve over 350 meals to community members! 🧡

Shepherd's Table is a nonprofit organization that addresses food insecurity and homelessness through an array of programs. Since opening its doors 40 years ago, Shepherd’s Table has never missed a single day of serving meals!

Learn how you can get involved: https://www.shepherdstable.org/get-involved/

Health insurers are facing a dynamic landscape where the balance between self-service and agent-led channels is pivotal. Fortunately, finding the right balance can be undertaken systematically in three steps:

Balancing Self-Service and Agent-Led Channels in Healthcare – MarketBridge To succeed in the healthcare industry, it is time to embrace the notion that channels don't choose customers; customers choose channels.

Our team kicked off the season of giving in November with a MarketBridge Food Drive! 🧡

To participate, MarketBridgers picked a candy cane and/or peppermint candy on the door to determine what non-perishable food item(s) to donate. All donations were given to Bethesda Help —an all-volunteer, non-profit organization that provides food assistance to those in need. Last year alone, Bethesda Help delivered over 67,000 pounds of food to 2,400 families in the greater Bethesda area.

Learn how you can get involved: https://www.bethesdahelp.org/support-the-mission

A team of MarketBridgers spread a little extra holiday magic this year by sponsoring a family of six through KINDH! 🧡

KINDH, or Kids in Need During the Holidays, is a nonprofit that serves low-income families during the holiday season who struggle to meet basic needs and are unable to provide gifts, food, or heating to their families. Since 2000, KINDH has assisted 3,010 families across five counties—KINDHness that has made 8,215 children's holidays merry.

Learn how you can get involved:

Get Involved — Kindh  What We’ve Done Since 2000 What the HolidaysAre All About Annual Gift Collection & DistributionJoin The TeamHelp us put gifts under the tree for underprivileged children and youth, whose families don't have enough resources to have gifts for the holidays. Between batches of holiday cookies and c...

In the digital era, where immediate results often dominate the marketing narrative, communicating the long-term benefits of brand investment to finance-focused decision-makers can be challenging. Our blog explores the complexities of brand marketing and shares 5 best practices for measuring its long-term impact.

1️⃣ Embrace a Long-Term Vision
2️⃣ Prioritize Attitudes Before Behaviors
3️⃣ Adopt a Multi-Stage Modeling Approach
4️⃣ Invest in High-Quality Data Sources
5️⃣ Test Big or Don’t Bother

Read the blog, here: https://info.market-bridge.com/l/294272/2023-10-24/9h4zxp.

Measuring the Long-Term Impact of Brand Investments: Challenges and Solutions – MarketBridge We explore common challenges faced by marketers & provide actionable best practices for measuring the long-term impact of brand investments.

Yesterday we had the privilege of attending and speaking at an ANA customer experience event hosted by NBCUniversal. Thank you to the Association of National Advertisers (ANA) and NBCUniversal for inviting us and to all the distinguished speakers for their insightful perspectives on how go-to-market leaders should think about CX (long before the point of purchase)!

Here's a glimpse at a few sessions from the event:

🔸 April Crichlow, CMO at Centrical, shed light on the integral relationship between customer experience (CX) and employee experience (EX). Brands that excel in both areas experience a remarkable 1.8x growth rate compared to those that don't.

🔸 Sophia Agustina, Global Brand-to-Demand Strategy at IBM, and Margaret Safford, Business Advisor at Goldman Sachs, introduced us to the "9 C's Framework," placing the customer at the heart of marketing strategies. During the breakout session, our table delved into one of the Cs, "Campaign,” and explored the question: “Are you leveraging data to inform campaign messaging, creative, and personalization to deliver customer value?”

🔸 Jann Martin Schwarz, Founder of the B2B Institute at LinkedIn, shared invaluable insights about the complex decision-making processes of B2B buyers. He emphasized the delicate balance buyers face—the fear of missing out and the fear of making mistakes. Schwarz discussed how B2B buyers often shortlist providers based on heuristics of recognition and social proof. At the end of the presentation, he emphasized the importance of a strategic, simplified customer promise.

🔸 Our very own MarketBridge SVP, Brice Chaney, highlighted the significance of identifying and acting upon "zero moments of truth" across the CX journey. He stressed that these moments—where all businesses start from ground zero—can either lose a customer or turn them into a lifelong advocate. Brice emphasized the importance of deepening CX metrics to pinpoint these pivotal trigger points, adapting retention models to evolving patterns, and fostering cross-functional coordination among marketing, sales, and customer success teams.

We look forward to continuing this enriching dialogue at future ANA events!

We're part of a new powerhouse marketing services platform!

MarketBridge has joined forces with fama PR, Intelisent, and Quarry Integrated Communications to bring together marketing and sales, strategy and ex*****on, & analytics and data disciplines to help clients move faster and more seamlessly, driving superior and prescriptive outcomes.

Learn more about RTC Partners strategic investment in our growth: https://market-bridge.com/2023/11/13/rtc-partners-announces-four-investments/

RTC Partners Announces Four Investments as Foundation for Powerhouse Marketing Services Platform – MarketBridge RTC Partners announced it has closed strategic growth investments in fama PR, Intelisent, MarketBridge, and Quarry.