Thought Leadership

Consumer Behavior Post COVID-19

A recorded video discussion between James McQuivey, VP Principal Analyst at Forrester; Morten Albæk, Philosopher and Founder at Voluntās and Sebastian Jespersen, CEO at Vertic.

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Digital Transformation

Change at Warp Speed

Years’ worth of disruption crammed into a few weeks. These are mindboggling days. We have watched the novel coronavirus crisis pull the plug on almost everything familiar in our lives.  Ordinary behavior became dangerous.  Life in the company of others shut down.

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Digital Transformation

The future of B2B events is now

Today, we no longer go online; we live online. As every company and every marketer re-imagines all facets of their digital ecosystems - from websites to social networking, from digital media and communications, to transaction processing that transcends the traditional functions of sales, marketing and customer service - it is also clear that an increasing part of our decision-making also now happens online.

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Account Based Marketing

Unleash The Potential of Account Based Marketing

Account Based Marketing (ABM) is the ‘new black’ in B2B. And no wonder, considering that it costs five times more to attract a new customer than to keep an existing one and 91% of marketers that use ABM have indicated a larger deal size, with 25% stating their deal size being over 50% larger.

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Digital Transformation

Digital Fall Back Strategy - in case of congress cancellation

Globalization requires compromises. Reducing face-to-face interactions is one of those compromises. Business travel is part in depleting the globe’s resources and the environment; it is costly from a company perspective both in terms of the direct expenses connected to travel, the commute time as well as recovery time from travelling across geography and time.

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Our Thinking

Our View on a Digital World

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Digital Transformation

Building a Community of “Belongers”

Smart marketers recognize that there will be a distinct “before” and “after” in consumer behavior as a result of the pandemic. You must start now to create the digital tools needed to embed your brand in the customer’s post-COVID life.

Vertic.com
Digital Transformation

Why closing the customer centricity gap has never been more urgent

Take the time now to identify and understand the new expectations of your customers, and how have their habits and priorities shifted during this time

Vertic.com
Content Marketing

Why B2B marketers love SEO

There has been a switch in B2B buying cycles, and in tandem with increasing responsibilities for ‘Buyer’s Journey’ excellence, our client marketers have also fallen in love with SEO.

Vertic.com
Digital Transformation

Talking to a friend is "personalisation" based on a life-time of shared memories

Data allows brands to talk to a customer as if (s)he was a close friend?

Vertic.com
Digital Branding

Rebuilding Brands After the Calamity

The Covid-19 pandemic, in just a few months’ time, has forever changed aspects of human behavior across the entire planet. It is destined to be the biggest event of our lifetimes. This is a POV about how to recovery as a brand.

Vertic.com
Multi Channel

Marketing roll out from Global to Local in the era of digital transformation

How to maximise the implementation of a HQ strategy at country level

Vertic.com
Digital Transformation

How to create a successful digital event

Considerations for how to create and execute a digital events strategy.

Vertic.com
Share of Life™

What have the past 8 weeks revealed about your company?

Now the world has changed at warp speed, and we know that simply isn’t true. COVID-19 has forced us to conduct our business and personal lives in markedly different ways.

Digital Strategy

Rethinking personas for a post-COVID-19 world

The focus of persona development has to begin with a more digital analysis. If we live online, how can a brand capture more share of that life online.

Digital Transformation

"Digital First” launch of a new indication for a biologic therapy

It is essential for Biotech brands to understand how to comprehensively position digital as the center piece in the launch of new indication.

Vertic.com
Digital Transformation

Turn to Innovation for a Recovery Strategy

The current situation is a change agent expediting its progress and how your company reacts now will have an outsize impact on your future success.

Vertic.com
Digital Transformation

Change at Warp Speed

The Fab5 tech giants are in even better shape than before. Business for them remains robust.

Vertic.com
Healthcare

Short-, mid- and long-term To-Do List for pharma marketers in the wake of COVID-19

COVID-19 creates a new reality in Healthcare marketing

Vertic.com
Digital Strategy

Oncology, Diabetes, Stroke & COVID-19: What does it mean for the pharma marketer?

The data suggests that many patients are concerned about the social isolation and loneliness due to these various reasons.

Vertic.com
Digital Transformation

Marketing to the Rescue

Closing the gap between marketing and sales is more important than ever.

Digital Transformation

The Future Of B2B Events Is Now - 7 Things to Know

We will have evolved to a new definition of work – one that includes more digitally enabled decision-making.

Forbes
Digital Transformation

The Future of B2B Events is Now

When we will recover from the crisis response, we will have evolved to a new definition of work - one that will include more digitally enabled decision making.

Vertic.com
Digital Transformation

Digital Fall Back Strategy - in case of congress cancellation

The time is NOW for multi-channel engagement departments to prove the true potential of digital

Vertic.com
Share of Life™

Davos – Super Bowl Disconnect

The disconnected CMO - CEO agenda.

Vertic.com
Share of Life™

Great intentions at Davos, but what’s next?

Why social purpose also should be great business.

Vertic.com
Healthcare

First Impression Lasts – what it means for a pre-launch drug?

Understanding perceptions of the disease and treatments as well stakeholders via a digital observational study pre-launch

Vertic.com
Share of Life™

Building A Business Model That Is Unique For You

We exchange data with travel booking websites like Expedia up until we travel. Yet, we share more valuable data and personal preferences during our stay at the hotel.

Forbes
Healthcare

How “Patient Insights” can be deceptive

Building Addressable Patient Profiles

Vertic.com
Share of Life™

A Letter Exchange

A letter exchange on how the relationship between brands and consumers will evolve.

Vertic.com
ABM & Demand Gen

ABM: A Platform For Business Growth

The ABM discipline takes us back to the good old days before mass marketing. The problem before was simply that it could not scale across many accounts and an increasing number of stakeholders.

Forbes
Digital Branding

Branding In A Post-Digital World

Brands that have rocketed up the charts are entangling, a constant process of sustaining a meaningful two-way relationship with people.

Forbes
Healthcare

Next Generation Relationships in Healthcare

The relationship between Healthcare companies and Healthcare Professionals & Patients is tenuous. How and if can these relationships be future proofed?

Vertic.com
ABM & Demand Gen

A Successful ABM Program in 4 Steps

This ABM framework is designed to put marketing in the driving seat and provide customers with an automated yet individualized experience.

Vertic.com
Corporate Website

Three Corporate Website Trends That Elevate Customer Experience

What is your first touchpoint when evaluating a company? According to research from DemandGen , 71% of B2B buyers say that a company’s website is the most influential touchpoint when making a business decision.

Forbes
Share of Life™

How Deeply Is Your Brand Embedded in Your Customers Cyberspace Life?

People no longer go online. They live online. Digital addiction rules and in our contemporary era, this means an entirely different business model is needed.

ANA
Share of Life™

Still Relying on Engagement?

New waves of technologies are disrupting our lives. We are consequently modifying our ways of living and our interactions with brands. This environment of...

ANA
Share of Life™

The Future Is Entangled

At the most basic level, many of the actions in health care fail because they view the user of the product or service as a patient rather than as a person.

ANA
Share of Life™

Purpose Is Not CSR, It's Just Good Business

In 2019, it seems as if every corporation has transformed itself into a “purpose-driven company.” Go to any corporate website, and you’ll likely come across a mission statement...

Forbes
Digital Strategy

Is your research leading to zero degrees of separation?

Any marketer will tell you that the first lesson in successful marketing is “know your audience.” Without question, today’s data-driven…

QRCA
Digital Branding

The 4 Rules of Successful Premium Branding

If a premium brand were a person, they’d be one of those obnoxious, self-centered types who is inexplicably likeable and somehow has three times as many friends as you

Corporate Website

Is the Corporate Website Still Relevant?

We are no longer going online. We are living online. Today, every company must think of itself as being digital to some degree.

ANA
Digital Transformation

Direct e-commerce business case?

What is the potential of a direct sales model via the digital channels? And what is the process of deciding on the “how” of Direct to Consumer e-commerce...

Vertic.com
Share of Life™

10 Sec on Relationships - for Life and Marketing

Today most companies strive to be consumer centric. To be consumer centric we need to build a relationship with consumers.

Vertic.com
MAAS

System of Excellence in Marketing

Supporting Commercial Excellence and Operational Excellence through the Marketing Office requires a complex...

Vertic.com
ABM & Demand Gen

Are You Investing Enough In Your Existing Customers?

You can’t put a price tag on customer loyalty. In today’s fickle marketplace, where consumers are quick to shift their spending...

Forbes
Share of Life™

Why are (most) patient-centric “beyond the product” solutions not successful?

At the most basic level, many digital “beyond the product” solutions sponsored by pharma fail because they are based on an understanding...

Vertic.com
Digital Transformation

Data and the rise to power of the B2B Marketing Office

It is all down to data. Ultimately, data is what fuels the movement of the Marketing Office from a top funnel, awareness driving...

Vertic.com
Share of Life™

How To Go Beyond Engagement To Entanglement

Customer engagement is the main objective in today’s marketing campaigns.

Forbes
Corporate Website

Transformation: Corporate Brand & .COM in Healthcare

Product Brands, with Block Buster brands leading the pack, have always been the undisputed brand heroes in Healthcare companies.

Vertic.com
ABM & Demand Gen

Let's Reimagine The Sales Funnel

Marketing and sales teams have spent years trying to perfect the art of the traditional sales funnel.

Forbes
ABM & Demand Gen

Unleash The Potential of Account Based Marketing

Account Based Marketing (ABM) is the ‘new black’ in B2B. And no wonder, considering that it costs five times more to attract a new customer...

Vertic.com
Digital Transformation

Demise of digital in B2B marketing

To understand digital in B2B sales and marketing, view it as part of a wider societal transformation.

Vertic.com
ABM & Demand Gen

Account Based Marketing in the post-digital era

Account Based Marketing (ABM) is an obvious and potent discipline in business-to-business relationship...

Vertic.com
Content Marketing

Science & Art of Content Creation

With more brands serving up content, what do we need in the mix to get a bigger slice of the content-hungry market?

Vertic.com
Share of Life™

Addiction and Morality in Marketing

Do you think the end-game of Marketing is to do Good? Here is one perspective.

Vertic.com
Corporate Website

Reinventing the .COM

Digital transformation enables corporations to refine, diversify and customize their product and service...

Vertic.com
Content Marketing

Search for Multi Channel Marketing in the Pharmaceutical Industry

Which channels should we be in; at which stage of the decision journey; with what content; and targeting who?

Vertic.com
ABM & Demand Gen

Medical Device Digital Lead Generation

As clinical staff increasingly is no longer the primary decision maker for medical devices purchases...

Vertic.com
Healthcare

ROI of Digital Strategy in Pharma?

How do determine ROI on a Digital Marketing Strategy in the pharmaceutical industry

Vertic.com
Content Marketing

Winning the Content Bake-off

Content marketing; content

Vertic.com
Digital Transformation

The Survival of Big Retail

Vertic.com
Digital Transformation

Marketing roll out from global to local in the era of digital transformation

What global marketing teams excel at It is typically a routine job for the seasoned global marketing team to create global marketing campaigns...

Vertic.com
Corporate Website

Ranking corporate websites in the Chemical Industry

The chemical industry is diverse but is collectively facing a rapid commodization of conventional chemicals. New players, many of which...

Vertic.com
Corporate Website

Chatbots and the rebirth of a digital narrative

Bots are most valuable when they provide guidance, without demanding undeserved attention.

Vertic.com
Content Marketing

Do Patient Adherence Programs Work?

Patients, HCPs, Pharma and Payers all win when patients adhere to their prescribed medication...

Vertic.com
Corporate Website

Do you speak the Language of Layout?

The power of using conventions in interface design

Vertic.com
Healthcare

Do You Play Games?

What is the role for games in B2B marketing?

Vertic.com
Healthcare

Hallmarks of Rare Diseases & the role of Digital

Rare Diseases require a bespoke digital approach

Multi Channel

Healthcare Multi Channel Marketing in EU, US & Asia

Understanding the differences across regions in approaching digital in healthcare

Share of Life™

Brands in the era of consumer empowerment — a perspective from Asia

Branding in Asia

Vertic.com
Healthcare

The power of email programs to engage HCPs

HCPs prefer info via personalized emails above sales rep visits

Vertic.com
Share of Life™

5 Ways Marketing in OTC Differs from FMCG

Difference between OTC and FMCG products from a marketing perspective

Vertic.com