Happy people at a conference

5 questions to ask before buying sponsorships

The value of sponsorship marketing is often diminished by spirited discussions around the size of the booth and giveaways to attract people.  In fact, most of the value is in the decisions made even before you get to that point. 

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Creating customer connections

In the last month or so, no less than ten healthcare-focused companies have talked candidly to me about the difficulty of connecting with customers. They've spanned various types of organizations - physicians, patients, administrators, B2B, etc.

Around 2 am this morning, my mind started to organize these conversations, and I realized quickly that a little shift in the approach could bring dividends to everyone involved.

First, building awareness to generate leads is challenging; the root of it all is trust, which is best built in real life.
  • Most efforts are focused online because it's cheap and easy (although I'd challenge both) and it doesn't require vast amounts of labor.
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Sales Enablement Tools

Tools, tools, tools! Few things can maximize the impact of a field team more than having the right ones. Tools can help you communicate better, track your progress, make decisions based on data while on the move, and even book meetings and plan how to connect with your stakeholders!

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Road in the mountains

How it started...

Looking back at my timeline, I've realized that I haven't been spending much time talking about recent experiences. I've been so busy building up SponsorMotion that I've had little breathing room to stop and reflect on the most interesting work I've done since taking on this journey. So I thought I'd be sharing a story every now and then.

One of our very first projects was for a cardiology company. They were doing very well, but access to cardiologists is hard. They wanted to expand their campaign, and they already had all the right national conferences on their radar. What else could they do?

We got to work, and we brought more than 150 sponsorship opportunities (newsletters, events, etc.), and more than 100 organizations to their sales team. It was very rewarding to see them prioritize and organize the activation.

But this collaboration arguably had as much of an impact on us as on our client's business. It confirmed our core hypothesis: there was a real opportunity there to help companies find places to go that weren't obvious. Local associations, newsletters, CMEs.

That project helped kick off our journey.

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