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At HIMSS, there were several discussions on Next Generation Interoperability for a Smart Healing Environment. While the title may have been a mouthful, the insights from the panelists were crystal clear: if you’re marketing to IDNs and hospitals, it’s time to rethink your messaging.

We’ve all been talking about data for years in B2B marketing—how to collect it, how to analyze it, how to use it to target buyers. But let’s be honest: for too long, we’ve treated B2B buyers like extensions of their companies, not as individuals. We’ve relied heavily on firmographic data to shape our strategies, but we’ve missed something important—the human side.

For over 25 years, search engines have helped users find information —, but it still required effort to sift through results. Now, conversational AI like ChatGPT is ushering in a new era of “solutions engines.” These tools go beyond lists, engaging users in real-time to deliver exactly what they need — faster, more intuitive and aligned with user intent.

You and your team are already familiar with buyer personas, essential for effective messaging and content creation. However, many B2B marketing teams aren’t fully leveraging advanced targeting, resulting in potential media waste and lower quality inquiries.

Watch the video to see how we use sketches to make magic happen at RAB2B. 

Channel partner programs are frequently seen as merely volume and price-driven endeavors, a well-oiled machine running on autopilot. But the fact is, the sheer volume of transactions and the fine-tuning of pricing strategies create a complex and engaging landscape that demands constant innovation and adaptation.

As one of our data experts in our B2B marketing agency, I’m constantly fielding questions about data: how to harness it, analyze it effectively and leverage it to make a real impact for our clients and their complex customer journeys.