• Your Media Measurement is Broken – Here’s How Matter Can Help

    Your Media Measurement is Broken – Here’s How Matter Can Help

    If you’re noticing that B2B buyer behavior is becoming harder to keep up with, you’re not alone. Buyers are under pressure to move fast, but they also can’t afford to make the wrong call. Reports from G2, Gartner, TrustRadius, 6sense, and McKinsey all highlight the same trend: B2B buyers want safe choices they can feel confident about, tools that help align their teams and buying experiences that don’t slow them down.

    Here’s a breakdown of the latest shifts in buyer behavior and what marketers can do to make it easier for buyers to say yes.

    Tired of guessing whether your marketing budget is actually working? Does your board ask for deeper insights than what the monthly click-through rate is? If you’re starting to think you need better answers, you’re not wrong. Basic reporting metrics like clicks and impressions are no longer cutting it. They don’t tell you what’s working, what’s not, or where to go from here.

    In a fragmented, privacy-first digital world, businesses and marketers need measurement strategies that deliver actual insight, not just surface-level stats.

    At Matter Communications, we’re focused on more than just proving ROI. We’re here to help you advertise strategically, adapt more efficiently, and scale sustainably. Here’s how we approach media measurement that drives meaningful results:

    Define Success with Strategic Clarity

    1. Establish clear objectives (growth, awareness, conversions, efficiency)
    2. Collaborate across teams (marketing, media, product, strategy) to deliver on shared goals
    3. Build a measurement framework that’s actionable

    Why?

    When clients and agencies align on clear goals, measurement and strategy become tools for growth, not just boxes to check. Before you start measuring, make sure everyone agrees on what success actually looks like.

    Build for Scale and Adaptability

    1. Use third-party solutions for efficient implementation and added capabilities
    2. Enable “real-time” reporting for campaign optimization
    3. Create customizable dashboards deliver a fuller picture and empower clients with insights

    Why?

    Measurement should be accurate and actionable. Our tech stack is built on tools like Looker Studio, Supermetrics, Google Meridian and more, that help teams evaluate performance and effectively optimize their programs.

    Prioritize Data Quality and Integration

    1. Automate data integration across platforms to reduce errors and fragmentation
    2. Implement data governance for consistent naming conventions, formatting and more accurate reporting
    3. Conduct regular audits to catch discrepancies early

    Why?

    Flawed data leads to flawed decisions – and wasted budget. Clean, integrated data builds trust with clients by providing clear narratives and better outcomes.

    Adopt a Layered Measurement Framework

    1. Recognize that there is no single source of truth – and that’s okay
    2. Blend attribution models (multi-touch, time decay, last click) with a mix modeling (MMM) and incrementality testing
    3. Use brand lift studies to evaluate top-of-funnel efforts offered by media partners

    Why?

    No single attribution model tells the whole story. We use a layered framework to deliver a fuller picture while respecting privacy and platform limitations.

    Design for Incrementality, Not Correlation

    1. Use geo-testing, audience segmentation or test groups and conversion lift studies to prove true media impact
    2. Design campaigns with testing in mind from the start
    3. Focus on demonstrating causal impact, not just correlation

    Why?

    Vanity metrics can’t tell you what’s actually driving campaign lift. Incrementality testing can. It helps you build the story your stakeholders actually care about.

    TL; DR:

    Media measurement today demands more than counting clicks and impressions. At Matter, we help brands build media programs with strategic alignment, layered methodologies, and data quality from the start. We help you move beyond reporting to uncover what truly drives results, so you can spend your marketing dollars where they’ll deliver the biggest return. Ready to transform your media measurement and unlock the true impact of your marketing?

    Ready to transform your media measurement and unlock the true impact of your marketing? Let’s talk!

    Jordan Pinelli

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  • Changing Trends in the B2B Buyer Journey

    Changing Trends in the B2B Buyer Journey

    If you’re noticing that B2B buyer behavior is becoming harder to keep up with, you’re not alone. Buyers are under pressure to move fast, but they also can’t afford to make the wrong call. Reports from G2, Gartner, TrustRadius, 6sense, and McKinsey all highlight the same trend: B2B buyers want safe choices they can feel confident about, tools that help align their teams and buying experiences that don’t slow them down.

    Here’s a breakdown of the latest shifts in buyer behavior and what marketers can do to make it easier for buyers to say yes.

    What Buyers Want Now

    1. Awareness isn’t optional

    If buyers don’t know who you are, you’re not even in the running. TrustRadius reports that 78% of buyers only consider vendors they’re already aware of. For enterprise buyers, that number jumps to 86%. Awareness remains the unavoidable starting line. Without it, you won’t have the necessary foundation of trust buyers need before they’ll even consider your brand.

    2. Buyers want control but they also want clarity

    Gartner reports 75% of buyers prefer a rep-free experience. But when they go fully self-service, purchase regret skyrockets. Hybrid experiences (think self-guided demos backed by accessible support specialists) lead to better outcomes and higher quality deals.

    3. The buyer journey is messy and multidimensional

    With an average of 11 stakeholders involved in each B2B purchase, decisions rarely rest with a single advocate. The journey isn’t linear and buyers tend to revisit key stages multiple times as they make sure everyone on their team is caught up to speed. What they need now isn‘t a hard sell, it’s proof points, shareable resources and content that helps teams validate decisions and align internally.

    4. Search and peer voices are doing more of the heavy lifting

    TrustRadius reports that 93% of buyers start with search, and many prioritize peer reviews and community input over brand-owned channels. If your customers aren’t telling your story, your story isn’t reaching the buyers who need to hear it.

    5. AI isn’t just for show

    Buyers have come to expect the ROI benefits of AI, but you’re not going to sell them on it just because it’s cutting-edge tech. B2B buyers are looking to invest in AI functionality that’s tied to clear gains. Show them how AI helps them move faster, work smarter and deliver results, and over two thirds of buyers say they’ll pay more for it.

    What This Means for Marketing Teams

    1. Build for brand, demand and proof

    Brand building and demand generation aren’t separate strategies. They need to work together. Awareness and trust put you on the shortlist, but proof points get you across the finish line. Your campaigns need to build recognition and credibility while also delivering clear value buyers can see and demonstrate to their team.

    2. AI for Analysis, Humans for Connection

    AI should help you personalize messaging, analyze behavior and surface insights at scale. Let AI handle the data crunching so your team can focus on creative that actually connects with buyers.

    3. Plan for paths, not funnels

    Buyers aren’t moving neatly from awareness to consideration to purchase – they’re bouncing between education, validation, internal alignment and back again before making decisions. Build your content strategy to match the reality of how buyers move: make it modular, snackable, and easy to share across stakeholder teams. Bonus points for interactive tools that help buyers build internal business cases.

    4. Treat credibility like a channel

    Customer stories, reviews and community voices should live alongside your product pages and campaigns. Make it easy for buyers to find credible proof that helps them feel confident saying yes.

    The Bottom Line

    Buyer expectations have changed. The strategies that worked three years ago – linear funnels, volume-first content and treating brand and demand separately – aren’t built for today’s cautious, collaborative buyers who want clear, low-risk paths forward.

    They’re looking for safe choices, credible resources and proof that your solutions will deliver. By combining brand and demand, using AI with intention and prioritizing trust, you can meet buyers where they are and guide them through complex decisions.

    Need a partner to bring this strategy to life? Our team is here to help.

    Get in touch.

    Wyatt Craig

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  • Why Most B2B Emails Miss the Mark

    Why Most B2B Emails Miss the Mark

    You’ve seen them.

    You’ve probably sent them.

    Those marketing emails that talk at you, not to you.

    Despite all the tools we have, too many brands still send email blasts that ignore context, intent, and buying stage.

    The fix? Lean into the power of your CRM and the data it holds. When you combine firmographics with real-time activity data, personalization becomes more than a buzzword.

    It becomes your best-performing strategy.

    Personalized Email Strategies That Convert

    Firmographic Personalization

    Start with the basics. Company name. Company size. Revenue. These attributes shape pain-points, buying committees, and product needs.

    Use personalization tokens to reference company details or elevate your approach with smart content that dynamically adjusts messaging based on firmographic list segments.

    For example, if you’re targeting startups — think companies with fewer than 50 employees and under $10M in revenue — your messaging should reflect speed and simplicity. Something like:

    “We help small teams move fast with onboarding that takes 15 minutes or less.”

    Behavioral & Activity-Based Personalization

    This is where you stop guessing and start meeting leads exactly where they are.

    When you personalize based on what someone is doing, not just who they are, you can meet them at the exact moment they’re ready to engage.

    • Use Lead Stage as a Behavioral Signal – Match your message to where leads are in your funnel. Someone who just became a Marketing Qualified Leads (MQL) doesn’t need the same content as someone moving into Sales Qualified Lead (SQL) territory. Use lifecycle changes as a trigger to shift your message accordingly.
    • Act on Page-Level Engagement – If someone is repeatedly visiting a pricing or product page, it’s a clear sign they’re evaluating. That’s your moment to share content that moves them closer to a decision. A well-timed follow-up might sound like: “Still exploring [Product]? Here’s how a team like yours implemented it in 30 days.”
    • Trigger Real-Time Follow-Ups Based on Engagement Patterns – Move beyond fixed email cadences. Use automation to send relevant follow-ups based on real-time actions:
      • Pricing page view → one-hour delay → email with FAQs and a pricing breakdown
      • Guide download → two-day delay → webinar invite on the same topic
    Geographic Personalization

    Location adds another layer of relevance. It can influence when you send emails, what content you share, and how personal that outreach feels.

    Use time-zone based sends to make sure your message lands during their workday, not yours.

    If you’re hosting a regional event or tradeshow, use location data to invite the right people in-market:

    “We’re coming to Chicago next month. Want to meet our team?”

    Industry-Specific Personalization

    Your leads want to feel understood. Speaking their language and solving their industry-specific challenges helps build trust from the first touch.

    Smart content lets you swap in use cases that reflect their world. And your CTAs and visuals should do the same.

    Generic phrases like “See how we help companies like yours” can fall flat. Instead, speak directly to the pain points that matter:

    “Reduce compliance risk with audit-ready documentation.”
    “Scale user onboarding without scaling headcount.”

    Source- or Referral-Based Personalization

    Where someone found you tells you a lot about what they’re looking for and how to follow up.

    Someone who came from paid social might just be starting to explore a topic. In that case, meet them with content that builds curiosity and adds context:

    “Thanks for checking out our post. Here’s a deeper dive into that trend.”

    Meanwhile, a lead from organic search is likely looking for an answer or solution. That’s your opportunity to guide them:

    “Navigating [Challenge]? This guide outlines what to do next.”

    Match the tone, format, and CTA to the referral source, and your message will feel like a natural next step.

    Post-Purchase & Cross-Sell Personalization

    For the times when you can’t get ahead of it, sometimes you need to do some damage control. Following a crisis, controversy, lawsuit or regulatory issue, executives need to rebuild trust, project accountability, and speak with empathy and authority. 

    Interested in learning more or ready to get a media training on the books for your company? Learn more about Matter’s Media Training Services.

    Personalization that Performs

    Relevance + Timing + Context = Conversion

    Use this formula and your leads won’t just notice your message – they’ll act on it.

    And when you combine CRM segmentation with automation platforms like HubSpot, you can create a feeling of 1:1 communication at scale.

    If you’re looking to turn your CRM into a revenue-driving machine, let’s work together to build a personalization strategy that actually converts.

    Alexandra Enayat

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  • IAB Newfronts 2025: AI Drives New Opportunities for Video Content in Programmatic and Social Media Marketing

    IAB Newfronts 2025: AI Drives New Opportunities for Video Content in Programmatic and Social Media Marketing

    The IAB NewFronts 2025 conference, held from May 5th to May 8th in New York City, serves as an annual check-in for the digital advertising industry, and this year was no different. Organized by the Interactive Advertising Bureau (IAB), NewFronts is a crucial event where major publishers, platforms, and content creators showcase their upcoming content and ad opportunities to media buyers and media planners. This year’s conference spanned from creator benefits to platform updates and new formats, but almost all presentations were underscored by Artificial Intelligence no longer being seen as an enhancement, but the foundational layer upon which the future of video content, distribution, and monetization is being built.

    The Pervasive Hand of AI: Intelligence Infused at Every Layer

    If there was a single theme that dominated NewFronts 2025, it was the omnipresence and accelerating sophistication of Artificial Intelligence within the work of digital marketing agencies. AI is no longer a futuristic concept; it is irrevocably transforming every single layer of the digital video advertising stack daily.

    As it relates to ad placement and targeting, AI’s intelligence was highlighted as the key to moving beyond traditional, broad demographics. Platforms such as Wurl and Tubi detailed their advancements in AI-driven contextual analysis, which enables advertisers to place their messages within content that aligns not just thematically, but also emotionally. For example, an ad for a luxury car might appear during a triumphant sports moment, while a family-focused product could be seamlessly integrated into a heartwarming drama.

    AI is also revolutionizing the media buying process itself. Programmatic platforms showcased their next-gen AI optimizers, capable of making precise, real-time bidding decisions on behalf of advertisers. In essence, this translates to campaigns that are not only more efficient in reaching target audiences, but also more effective in driving desired outcomes. The ability to instantly analyze billions of data points – from viewing habits to conversion pathways – allows for a more dynamic allocation of budgets, helping every dollar spent be optimized for maximum impact. The future of media buying, as presented at NewFronts, is increasingly automated, intelligent, and driven by predictive analytics.

    CTV’s Ascent to Full-Funnel Dominance Goes Beyond Awareness

    Connected TV (CTV) saw some gains in popularity among agencies this year, establishing itself as far more than just a top-of-funnel branding vehicle. One major player in the CTV space, Amazon, debuted advancements in their interactive video ads, which now allow viewers to purchase products directly from their TV screen with their remote.

    Similarly, Teads and LG Ad Solutions presented their latest work in interactive overlays, pause ads, and gamified advertising experiences. Their format, “Pause Ads”, are now appearing when a viewer temporarily stops content, and they are sold as a non-intrusive, yet impactful, opportunity for brand messaging. Alternatively, “Gamified Ads” on these platforms leverage interactivity via rewards or exclusive content to build deeper engagement, transforming a passive viewing experience into an active interaction with the brand.

    The final CTV highlight came from the expanding landscape of Free Ad-Supported Streaming TV (FAST) channels. Major content providers and streaming platforms announced substantial investments in expanding their FAST offerings, often including exclusive, premium content that previously lived behind paywalls. This rapid expansion of FAST channels presents an enormous opportunity for advertisers to reach highly engaged audiences in a TV-like environment but with the enhanced targeting and measurability of digital. The blend of linear-like comfort with digital precision is proving to be a winning combination for both viewers and advertisers. Overall, the story was that CTV is no longer just about mass reach; it’s about targeted reach with measurable, performance-driven outcomes.

    Creators: The Epicenters of Culture, Commerce and Community

    Across many panels and demonstrations, the impact of content creators and content creation agencies was the center of discussion. Specifically, social media creators were shown to have immense power in driving product discovery, building communities, and ultimately, influencing purchasing decisions. In order to support these Creator VIPs, new tools and initiatives were announced that promised to serve as bridges between brands and creators.

    Included in these enhancements were improvements to discovery platforms that simplify the process for brands to find creators whose demographics and values align well with their campaigns. TikTok, for instance, used its NewFronts appearance to showcase its commitment to creators and highlighted how its platform continues to lead to impactful social media marketing moments.

    There was also a focus on streamlined matchmaking services and improved measurement methodologies to accurately attribute the impact of creator content on overall campaign performance. This signals a move towards a more sophisticated creator economy, where ROI is clearer and partnerships are more strategic.

    Social Platforms Evolving into Intent-Driven Commerce Hubs

    The evolution of social media platforms from mere entertainment conduits to powerful, intent-driven search and commerce hubs was another major theme of NewFronts 2025. The lines between social discovery, content consumption, and direct purchase have continued to blur, and likely will continue to do so.

    TikTok, for instance, showed off its investment in features that allow users to discover products organically within their feed and then seamlessly transition to a purchase. This included shoppable videos, live commerce events, and in-app virtual storefronts. The platform is not just about entertainment; it’s becoming a significant starting point for product research and direct transactions, challenging traditional search engines and e-commerce sites.

    Adding to this strategy, TikTok announced new support tools for small and medium-sized businesses (SMBs), providing more resources for these advertiser groups to leverage the platform’s commerce capabilities. And despite ongoing legislative challenges in the U.S., TikTok conveyed a strong message of confidence in its future to advertisers, emphasizing its commitment to its users and partners.

    Similarly, YouTube emphasized its growing role in the discovery stages of the buyer’s journey, with viewers increasingly turning to the platform for reviews, tutorials, and product demonstrations before making purchasing decisions. New features integrating product feeds and direct links within video content were touted by the video giant, the goal being to capture more attention real estate along the way. Meta platforms, including Instagram and Facebook, displayed their continued ecommerce advancements in the form of enhanced shopping experiences, personalized product recommendations, and augmented reality (AR) “try-on” features.

    And now, even professional networking platforms are expanding their video advertising capabilities. LinkedIn, for example, unveiled its newest video ad options, allowing B2B marketers to leverage the power of video storytelling to connect with professionals and drive conversions within their unique context. This highlights the expanding definition of “video for social” and its application across diverse consumer and professional groups.

    In short, these updates mean some brands may need to rethink their social media KPIs. It’s no longer just about building brand awareness or driving traffic off-platform. It’s about optimizing content for in-app search, creating compelling, shoppable experiences, and leveraging each platform’s native commerce tools to shorten the path to purchase. As always, the goal of any good social ad is to capture consumer intent precisely when it emerges within their browse.

    Identity, Inclusion and Attention: The Human Element in a Tech-Driven World

    Amidst the dizzying array of technological advancements, a powerful emphasis on the human element also emerged throughout some of this year’s discussions. Diverse voices and cultural relevance were championed as strategic imperatives, not just corporate social responsibility initiatives.

    Companies like MyCode, Revry and LatiNation delivered compelling presentations on the importance of authentic content creation and ad placement within programming that genuinely reflects and celebrates diverse communities. The message was that this isn’t just about reaching niche audiences; it’s about building trust and resonance with a multicultural consumer base, because we’ve seen time and time again that the audience resonates with seeing itself accurately represented in media. Ignoring the nuances of identity, ethnicity, and lived experiences risks, if not assures, that advertisers, studios and publishers alienate significant segments of the market.

    Again, there was a palpable shift in the conversation around measurement at NewFronts this year. While traditional impressions and reach remain important, a deeper focus emerged on “attention” and “dwell time” as more meaningful proxies for engagement. Marketers are increasingly understanding that simply being seen isn’t enough; the ad must be truly attended to. This led to discussions about developing better metrics for active viewing, measuring emotional response, and understanding how long an ad truly captures a viewer’s focus.

    In essence, NewFronts 2025 reaffirmed that while technology provides the tools, it’s the human connection that drives true impact. The brands that will thrive will be those that can align their values with the cultural nuances of their target audiences, and then capture their genuine attention through relevant content.

    Looking Ahead: The Intelligent, Immersive Future

    All in all, IAB NewFronts painted a vivid, compelling picture that showed digital video advertising has grown broader, yet more precise than ever before. Overall, the marching orders were:

    • Brands Must Embrace AI as a Strategic Partner: AI is not a trend; it’s the operational backbone of future campaigns, and it can offer improved efficiency, targeting, and optimization if used adeptly.
    • Revisit Investments In CTV: CTV is a mature, full-funnel platform capable of driving measurable performance across the entire sales journey. No longer is it just one of many levers at the top of your funnel.
    • Collaborate And Support Your Creators: Content creators are still in charge, and to reach the communities they represent, brands must support and represent them well in return.
    • Optimize for Social Commerce: Social media platforms are powerful intent engines and have grown into their roles for direct ecommerce. New tools are also available for SMBs for some platforms.
    • Prioritize Identity, Inclusion and Attention: Cultural fluency and genuine engagement are paramount for building lasting brand relationships.

    Josh Ford

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  • Five Important Conversion Metrics in Paid Media for B2B Marketing

    Five Important Conversion Metrics in Paid Media for B2B Marketing

    In the B2B world, paid media isn’t just about traffic or impressions — it’s about generating real, measurable outcomes that contribute to pipeline and revenue. But with long sales cycles, multiple decision-makers and a highly targeted buyer journey, measuring success isn’t always straightforward.

    In order to cut through the noise, we’ve put together five of the most important conversion metrics every B2B paid media marketer should track to optimize campaigns and prove ROI of paid efforts:

    1. Cost Per Lead (CPL)

    What it tells you: How much you’re paying for each lead generated from your campaigns.

    Why it matters: CPL is a foundational metric that helps you measure the efficiency of your spend.  For B2B, leads are the gateway to sales, but not all leads are created equal. A low CPL might look great on paper, but if the leads aren’t qualified, it’s just wasted budget. Use CPL in conjunction with lead quality scoring to ensure you’re not just chasing volume, but attracting the right audiences at the right time in their customer journey.

    Pro tip: Segment CPL by source, campaign, and audience type to uncover which efforts are driving the best ROI.

    2. Marketing Qualified Leads

    What it tells you: How many of your leads meet predefined criteria such as job title, company size, engagement level, or intent signal, that make them more likely to convert down the funnel.

    Why it matters: Not every lead is ready to talk to sales. MQL metrics help you gauge if your campaigns are reaching the prospects who are most likely to convert down the line. Engaging and tracking those MQLs over time through the nurture process and sales funnel helps ensure your campaigns are generating interest from the right kind of prospects — those who are engaged, have intent, and fit your ideal customer profile.

    Pro tip: Collaborate closely with your sales team to define what constitutes an MQL. A clear, shared definition avoids misalignment and improves handoff efficiency.

    3. Lead-to-Customer Conversion Rate

    What it tells you: The percentage of leads that ultimately convert into paying customers.

    Why it matters: This metric gives you a zoomed-out view of campaign effectiveness and sales alignment. It helps you understand not just how many leads you’re generating, but how valuable those leads are in terms of actual revenue impact.

    Pro tip: Track this metric by campaign type, creative, audience segment or channel to identify which initiatives are truly moving the needle.

    4. Cost Per Opportunity (CPO)

    What it tells you: The average amount spent to generate one sales opportunity (Sales Qualified Lead or SQL).

    Why it matters: While CPL focuses on the top of the funnel, CPO dives deeper—connecting paid efforts to actual sales potential. This is a more meaningful way to evaluate ROI in a B2B context.

    Pro tip: If your CPO is too high, consider whether targeting, messaging, or lead nurturing needs adjustment.

    5. Pipeline Contribution

    What it tells you: The total dollar value of pipeline generated from your paid media leads.

    Why it matters: This is the ultimate B2B metric. It links your media spend directly to business impact and helps justify marketing investments to stakeholders.

    Advanced move: Track pipeline velocity alongside contribution to see how quickly leads are moving through stages.

    Final Thoughts

    In B2B paid media, vanity metrics won’t cut it. If you’re serious about proving performance and driving growth, focus on the metrics that tell a story from click to close. CPL, MQLs, lead-to-customer rate, CPO, and pipeline contribution together give you a clear, strategic lens into what’s working—and what’s not.

    Need help setting up the right tracking or measurement framework? Have questions about  how to nurture your leads once you have them? Talk to our experts!

    Jeanne Martin

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  • Top Takeaways from Swaay.Health LIVE 2025: Healthcare Marketing, PR & Communications Trends You Need to Know

    Top Takeaways from Swaay.Health LIVE 2025: Healthcare Marketing, PR & Communications Trends You Need to Know

    Swaay.Health LIVE 2025 did not disappoint. The event brought together like-minded marketing and communications professionals from tech companies, health IT firms, hospitals, media outlets, payers and non-profit organizations for a three-day event focused on education, discovery and networking.

    At this year’s event, sessions and panel discussions centered on marketing, PR and communications sparked conversations and critical thinking about the most challenging aspects of our fields. As many health systems, hospitals, payers and providers face uncertain times ahead, having sessions focused on how communications play a vital role in moving brands forward was not only insightful, but inspiring.

    Whether you’re a seasoned veteran or someone just starting out, here are our three key takeaways from Swaay.Health LIVE that were top of mind for healthcare marketers, PR and communications professionals – and advice to overcome the industry’s challenges.

    The Need for Storytelling – Patients are Listening and Reading

    Day 1 kicked off with a powerful keynote from Shereese Maynard, a patient who was able to navigate the complex intricacies of a hospital when she needed immediate care. She credits marketing and communication efforts working behind the scenes to perfect messaging, pitch stories, and create content on social media that help explain the many patient platforms and solutions patients and clinicians use throughout a patient’s care journey. Without this information, patients would never know what to expect, what questions to ask, or how to navigate a hospital, doctor’s office or health system to get the valuable information they need during a time of anxiety and concern.

    As marketers and communication professionals, we often default to pitching the media or creating content that targets the solution rather than the impact to patients, and while tutorials are needed, we need to shift the focus to impact and bring these complex systems to life. When thinking about how to tell a company’s story, focus more on the end user and how a solution helps them when in need. Make it simple and remember, “From labs to lives, healthcare IT isn’t about code, it’s about care. The care of millions of people who are counting on you.”

    To Attend or Not Attend? That is the Burning Question

    It’s no secret that sponsoring or attending a conference such as HIMSS, HLTH or ViVE is pricey, but is it worth shying away from altogether? Many experts say NO! However, it is important to spend the time to evaluate and assess the value. When building out your strategy, consider the following:

    • What are your goals, what is your focus, and what is your audience?
    • Align values to initiatives and how and where you want to grow your business
    • Is it new or have you previously attended? And if you attended, did you get qualified leads that drive results?

    These are just three considerations when creating a marketing and communications strategy for the year ahead – and don’t do it in a silo. Bring in your sales and executive team to be a part of the discussion. After all, these extended team members will be the ones working the show floor, nurturing existing relationships while building news ones, and potentially speaking at a main stage event.

    Once you have aligned on which conferences you will attend, sponsor, or both, next up is to ensure you are firing on all cylinders:

    • Large investment: Engage several pillars to ignite the fire of awareness – the sales team, social media channels, and people on stage (executives and customers) Also, be sure you’re activating in the booth.
    • Be “present” without being on-site:  Engage with your marketing and communications team to develop a strategy that involves running digital content at the events, staying relevant and plugged in across social channels, and conducting outreach to media who are registered to attend or who have covered it in the past.
    • Conduct Media Outreach: Pitch registered media for on-site or pre- / post-conference interviews to schedule interviews and extend the reach of your message and presence.

    The key takeaway – don’t sell yourself short. Conferences are vitally important to be a part of – either on-site making a splash, or through a well-defined digital strategy that couples nicely with good ole’ fashioned media relations.

    Landing the Coveted Earned Media Placement

    A million-dollar question for those in the marketing and communications industry continues to be, “how do you land coverage in earned media?”  With the evolving media landscape, it is more important than ever to understand the media, how reporters and editors work, how they like to be pitched, how often they write, what types of stories they like to write, etc. Key takeaways include:

    • Don’t Be Lazy: Make sure you do your research; the publication and its audience, the reporters, the editors, past coverage, etc. For example, you never want to send a gardening pitch to a healthcare reporter. Do enough research so that you have some past articles for reference, and you know how companies (i.e. vendors) are covered. 
    • Thought Leadership is Thought Leadership: The big takeaway here – reporters and editors agree that thought leadership content is still prestigious whether it’s earned or sponsored.
    • Where Do Reporters Get Their Ideas: The good ole’ fashion way – through pitches, random conversations with family, friends, people they happen to run in to, what’s happening in the world, conferences – nothing is off limits. The key here is to be creative. Think about everyday conversations you have, you read, or you see on social and tie them to something bigger than a platform or solution. Show the impact your solution has on the target audience, patients and the industry.

    Swaay.Health LIVE provided an opportunity for leading healthcare thought leaders and industry experts to gather and share insights and difficulties but also come together to ideate on what’s to come. With so many like-minded individuals interested in understanding how marketing and communications can continue to help us navigate the evolving world of media consolidation, it’s no wonder that Swaay.Health LIVE continues to grow and is the largest gathering of its kind for the healthcare community – we’re already looking forward to 2026!

    Greg Amaral

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  • How to Identify Your Target Audience: Marketing Tools & Tips

    How to Identify Your Target Audience: Marketing Tools & Tips

    You can’t build your marketing strategy on guesswork. Whether you’re launching a new product or revamping your marketing strategy, knowing exactly who you’re talking to, what resonates with them, where they spend their time-consuming content and how they make buying decisions is imperative. 

    But let’s be real: marketing is expected to show results quickly and comprehensive market research or custom surveys can be expensive. Not every brand can invest years and spend $100k + on research projects. The good news? You don’t have to. There are smart, data-backed ways to zero in on your target audience using tools and tactics that are more accessible and just as effective when applied strategically giving you the opportunity to sale your research to balance your need for speed, depth and investment. 

    Here are some of the best tools and tactics to help pinpoint your target audience and craft a marketing strategy that will drive results. 

    1. Brandwatch: Social Listening at Scale

    • Discover trending topics among online chatter and news that would impact buying behavior before they hit mainstream  
    • Understand which social platforms your audience interacts with the most help to inform your paid and organic social strategy and where it is worth investing your marketing dollars  
    • Identify niche conversations and emerging themes online among your key stakeholders allowing you to tailor your campaign messaging to exactly what your audience is looking for 
    • Uncover demographic breakdowns of your target audience for smarter segmentation of your campaigns to ensure your message is getting in front of the right eyes 

    2. NetLine Audience Explorer: B2B Insights, On the House

    For B2B marketers, NetLine’s free Audience Explorer tool is a hidden gem. It allows you to dig into target audiences by job function, seniority, company size, industry, and region allowing you to better understand the behaviors of your specific audience. NetLine provides real intent data allowing you to fully build out your buyer personas and truly understand what they care about based on their latest content consumption habits.  From there, it gets even more useful: 

    • See what content formats your audience prefers 
    • Uncover trending research topics 
    • Align your content strategy with message themes they’re actively consuming 
    • Determine areas in the country your audience is most prominent in 

    3. Stakeholder Interviews: Get the 1st-Party Intel 

    Hearing directly from your customers and/or former prospects provides highly valuable nuances you can’t always get online. Talking to your audience in real-time gives texture to the data insights you obtain elsewhere, further bolstering your overall strategy. It is important to select key players from a variety of teams such as marketing, sales, customer service, operations and C-Suite in order to gather well-rounded insights. 

    • Identify core pain points and motivations 
    • Discover messaging nuances that resonate 
    • Pinpoint key opportunities or challenges from the people in the trenches 

    These conversations can shape everything from brand positioning to campaign strategy. 

    4. Job Postings: A Surprising Source of Insight 

    Think of job descriptions as mini roadmaps into your audience’s world. They reveal: 

    • Day-to-day responsibilities 
    • Skill sets and strengths 
    • Who the decision-makers are and what matters to them 
    • Potential gaps in their day-to-day responsibilities your product or solution can help fill 

    If your audience includes IT Directors or Marketing Managers, for example, their job listings can guide messaging that speaks directly to their goals and day-to-day tasks. 

    5. Industry Forums & Chat Groups: Where the Real Talk Happens 

    Spaces like Reddit threads, Slack groups, and Discord servers are full of organic, unfiltered discussion. Monitoring these spaces gives you: 

    • A window into ongoing challenges, questions, and frustrations 
    • Cues on tone, language, and community norms 
    • A sense of what topics are top of mind for your audience 
    • Unfiltered feedback on opportunities for growth and what matters the most to your audience 

    If your audience includes IT Directors or Marketing Managers, for example, their job listings can guide messaging that speaks directly to their goals and day-to-day tasks. 

    Flip your weaknesses into strengths
    byu/Torholic inmarketing

    These insights can help inform everything from thought leadership to ad copy, so you’re not just heard, you’re understood. 

    6. Surveys: DIY Doesn’t Mean Low Quality 

    Yes, full-scale survey panels can get pricey. But targeted stakeholder surveys (think: past clients, current customers, newsletter audiences) can still deliver high-value insights: 

    • What is the biggest problem they are looking for your product or service to solve? 
    • What pushed them to choose your product or service? 
    • What kind of content do they trust most? 

    Keep it short, focused, and value-driven to get the answers worth acting on. 

    7. CRM Data: What’s Already Working (or not) 

    You probably already have a goldmine of audience data sitting in your CRM that is unique to your exact audience. Take a peek under the hood and dig into: 

    • Identify themes in the types of organizations or job titles buying your solution to better inform campaign targeting 
    • Reveal which campaigns and content are consistently found in the buyer’s journey and should be prioritized in future content initiatives 
    • Identify which prospects may not be converting and decide if they may not be a fit for solution right now  

    Pair this with lead scoring or email engagement rates to learn which segments are moving and which need more nurturing in real-time. 

    8. De-Anonymizing Web Visitors: Turn Intent Into Action 

    There is no better way to identify your target audience than to see who is already organically researching your brand. Platforms like Apollo and Propensity can tell you who’s showing research intent and visiting your website, even before they fill out a form. That means: 

    • You can see which companies are checking you out 
    • Understand what pages they’re engaging with most 
    • Refine your outbound and content strategy accordingly 

    It’s a modern way to bring your audience out of the shadows and into the pipeline. 

    Final Thought: Strategy Over Single Tactics

    Audience insights don’t live in a silo, they fuel every smart, integrated marketing plan. From brand storytelling to media buying, knowing who you’re talking to is the first step in showing up the right way. The right mix of tools and tactics will lead to a smarter approach and allow you to thoughtfully apply findings quickly to your next marketing campaign. 

    Want help building a research-backed, insight-led strategy that actually moves the needle? Let’s talk.

    Melanie Orcutt

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  • 3 2025 Super Bowl Ads That Got Us Talking: Tubi, Dunkin’, and Fetch

    3 2025 Super Bowl Ads That Got Us Talking: Tubi, Dunkin’, and Fetch

    Every year, brands pull out all the stops to make a splash. Some go for patriotic, some go for sentimental, while others go for absurdity. This year, three ads caught our attention and got us talking. Melody Curran (Brand Strategist) and Rory Nolan (Creative Copywriter) broke down the Tubi, Dunkin’, and Fetch commercials — analyzing what made them stick with us from both creative and strategic perspectives — and highlighted the importance of aligning strategy and creative toward a common campaign goal.

    1. Tubi: Weird, Wild and Western

    Ever heard of Tubi before this year’s Super Bowl? Yeah, us neither. But their ad made sure we’d remember the name. The spot featured a kid with a cowboy hat… that was part of his skull. Yep, you read that right.

    The ad leaned into the absurd while subtly playing on trends. Westerns were once America’s favorite genre, but fantasy has taken the crown in recent years. We have a hunch that Tubi cleverly (and creepily) used that data point  to showcase its broad selection of content. And it worked.

    We couldn’t stop talking about the underlying message: your media preferences are part of your identity. From Yellowstone-loving city slickers to fantasy fans sporting wizard hats, the ad reminded us that Tubi has something for everyone — no matter what genre speaks to you.

    The Verdict: Memorable, weird, and surprisingly insightful. We’ll be thinking about that cowboy hat for a while.

    2. Dunkin’: All Celebrities, No Substance

    Ah, Dunkin’ — the beloved Massachusetts staple. This year, the coffee giant went big with a celebrity-stuffed spectacle featuring Ben Affleck, Casey Affleck, Jeremy Strong, Bill Belichick, Bill Belichick’s girlfriend and more. It was loud, beyond colorful, and jam-packed with pop-culture references.

    The problem? It tried to do too much. Between the pop-culture nods, the over-the-top humor and the sheer number of stars crammed into 60 seconds, the core message got lost. We couldn’t help but wonder: What was the plan here?

    We get it — Dunkin’ doesn’t need to introduce itself. But this felt more like a flex than a clear, cohesive ad. The best part? A brief moment of real, relatable banter about Dunkin’ being for “real” people. If they’d leaned into that, maybe the ad would’ve hit harder.

    The Verdict: A classic case of “too much of a good thing.” Dunkin’, we love you, but next time, maybe skip the Dune references.

    3. Fetch: A Stunt That Missed the Mark

    Fetch took a big swing with a Super Bowl giveaway, promising $10,000 to 120 lucky viewers who participated through their app. The idea was solid: turn a passive ad experience into an interactive event (while hacking their big game ad-buy). But in execution? It fell flat.

    For starters, Fetch isn’t exactly a household name. The ad didn’t do enough to explain what the app actually does (it’s a rewards platform for everyday purchases, like groceries) ahead of encouraging downloads – a direct response strategy. Instead, viewers got a vague message and an arguably clunky process that required them to stay on the app for 10 minutes to participate in the giveaway. We’re curious how many of those that did download the app kept it on their phone and learned more about what Fetch Rewards does the other 364 days of the year.

    We admired the ambition, though. Fetch used its budget to give back to consumers instead of just paying celebrities — something you don’t see often enough. They also saw a huge lift in site traffic with a 803% spike on Feb. 9th, according to Similarweb. But without more brand awareness or clearer instructions, the stunt likely left many viewers scratching their heads and may lead to a drop off in traffic, app downloads post-event versus capturing long-term, loyal customers.

    The Verdict: A promising concept that needed more groundwork. Maybe next year, Fetch.

    Super Bowl ads are like halftime shows: some blow you away, some leave you baffled, and all of them get people talking. Tubi won the “weird but compelling” award, Dunkin’ went celebrity-overload, and Fetch tried to hack the system with mixed results.

    At the end of the day, these ads reminded us that creativity, strategy and clarity matter more than celebrity cameos or flashy stunts. And if you’re going to attach a cowboy hat to someone’s skull, well, you better have a solid story to back it up.

    What did you think of these ads? Did Tubi’s weirdness work for you? Did Dunkin’ make you laugh? And did you even know what Fetch was before the giveaway? Let us know!

    Rory Nolan

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  • 2025 Marketing Trends Unwrapped: Evolving from 2024’s Landscape

    2025 Marketing Trends Unwrapped: Evolving from 2024’s Landscape

    From AI breakthroughs to micro-moments, here’s how marketing hit all the right notes in 2024 and will continue to sing loud in 2025.

    With 2024 behind us, marketers are now fixated on what comes next. The trends that dominated last year have set the stage for 2025, proving that marketing is a constantly evolving playlist of innovation and adaptation. Here’s how the industry’s biggest hits from 2024 are poised to evolve and amplify 2025 marketing trends.

    1. AI Everywhere

    58% of companies using generative AI apply it for content creation.

    53 AI Writing Statistics & Trends

    AI tools are becoming the ultimate duet partner for creatives.

    Generative AI has gone from a novelty to a necessity, transforming so much across industries. From spinning up social media posts to developing full-scale campaigns, AI is empowering marketers to focus on strategy and creativity while the tech handles the heavy lifting. The result? Campaigns that are faster, smarter, and more tailored than ever.

    Key takeaway for 2025: The role of AI will continue to expand further into more of the marketing workflow enhancing analytics and personalization, helping brands hit the right note with audiences at every touchpoint. Bear in mind that as AI continues to evolve at a rapid pace, if you’re not intentional and well-informed as you wield these new tools, your efforts could backfire.

    2. Short-Form Reigns Supreme

    73% of people believe videos between 30 seconds and 2 minutes are most effective.

    Wyzowl’s 2025 Video Marketing Statistics

    Reels and Shorts are playing on a loop.

    In 2024, bite-sized content proved its staying power, and the appetite for quick, captivating, and off-the-cuff videos isn’t slowing down. Platforms like Instagram Reels, and YouTube Shorts are the go-to for delivering memorable brand messages in record time.

    Key takeaway for 2025: The challenge for brands will be balancing fresh content, embracing trends, and staying authentic to who they are all while maintaining a certain level of quality and keeping up with the speed of social. Think: nimble, creative, and keeping your dial tuned in to your audiences’ preferences.

    3. Hyper-Personalization

    73% of customers feel treated like unique individuals by brands.

    Salesforce State of the Connected Customer 2024

    Personalized emails, ads, and content are like a custom mixtape for customers.

    2024 made it clear: customers want experiences tailored just for them. Whether it’s an email that feels like it was written specifically for the recipient or an ad that speaks to a unique need, hyper-personalization has redefined engagement.

    Key takeaway for 2025: Leveraging persona-based analytics to drive insights, brands can deepen relationships with their audiences, proving they’re not just listening but also responding with intention.

    4. Sustainability Hits Center Stage

    88% of consumers seek information on a company’s CSR initiatives when considering a purchase.

    Corporate Social Responsibility Statistics 2025

    Turn up the volume on highlighting company green initiatives and employee programs.

    As consumers become increasingly eco-conscious, brands that prioritize sustainability will continue to shine. Whether it’s through transparent reporting or campaigns that showcase environmental impact, sustainability is no longer optional—it’s a business imperative.

    Key takeaway for 2025: To resonate authentically with consumers, companies should align their messaging with their values, ensuring that their sustainability efforts are embedded into the core of their business’s mission.

    5. Voice Search Optimization

    1 in 5 people globally are using voice search.

    62 Voice Search Statistics 2025

    Digital assistants and voice technology will soon be part of everyday life. “Hey, Alexa, what’s next?”

    Voice search is quickly becoming second nature, and brands need to optimize for this hands-free tech. From conversational SEO to voice-friendly content, 2025 will be about making sure your brand is easy to find—whether your audience is typing or talking.

    Key takeaway for 2025: With smart speakers and digital assistants continuing to rise, voice search optimization should be a top priority for marketers

    The Encore: Marketing in 2025

    As we look ahead, 2025 promises to be a blockbuster year for marketing:

    • Total Ad Spend Worldwide: Forecasted to hit $1.07 trillion (WARC).
    • Most Streamed Platform: Instagram Stories, leading the charge with its engaging, short-form content.
    • 2025 Rising Star: LinkedIn Ads. With its professional audience, LinkedIn is rapidly becoming the go-to platform for B2B marketing, offering unparalleled access to decision-makers and industry leaders.

    From the growing role of AI to the dominance of short-form video, 2025 is shaping up to be a year of opportunity and evolution. The key to success? Embrace innovation and craft integrated marketing strategies to resonate genuinely with your audience, and you’ll elevate your brand… all the way to 11.

    Here’s to hitting all the right notes in 2025!

    Marc Checket

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  • DIY SEO – Four Easy Steps you can take to improve your Search Engine Visibility

    DIY SEO – Four Easy Steps you can take to improve your Search Engine Visibility

    Search Engine Optimization [SEO], is one of the best free marketing channels for any small or medium-sized business. If you’re anything like 89% of typical consumers, chances are that your buyer journey begins with a search, whether that be on Google, Amazon, or any other site that features a search engine. 

    Here at Matter, we provide enterprise-level search engine optimization and search engine marketing [SEM] (paid ads) to a variety of large and medium-sized businesses. That being said, we realize that there are plenty of small businesses and mom-and-pop operations that are just looking to do the legwork themselves. 

    DIY SEO is the process of improving your site’s organic search visibility without paying an agency or expensive SEO tools to do the job for you. There’s absolutely nothing wrong with doing SEO in-house, but it’s important to understand the basics so you’re making the most of your time and getting the results you’re looking for. As your marketing partner, we’ve provided you with a step-by-step guide to DIY SEO!

    Step 1: Keyword Research

    The first step of DIY SEO is determining what keyword you need to rank for. If your brand isn’t well known, you’ll have to rank for non-branded keywords, which are common tongue words and phrases that either describe what you do or how you do it. This should always start with a google search. 

    To find the best search terms, ask yourself a simple question: “If I were looking for this product or service, how would I search for it?” Search engines like Google and Yahoo have been widely utilized for over 20 years now, and most of us know exactly how to find a product especially if we’re knowledgeable about the subject. Trust that you know 

    You’ll notice that when you start to search for a term, your search term is appended with several variations. If you’re trying to rank for GRC, which stands for “Governance, Risk, and Compliance,” you won’t want to target that term directly. Instead play around with the search bar to find longer phrases since those are usually far easier to rank for. 

    Another useful way to find keywords is leveraging AI tools like Chat GPT and Google Gemini, with some prodding you can typically get some good ideas around more general subjects. In this instance we’ve asked Gemini “If you were looking for forensic engineering, what would you google search?” The original response was too broad, so we then asked it to be more specific. The results gave us some great ideas around some specific sub-services related to the parent topic:

    Step 2: On-Page and Off-Page SEO

    Once you’ve determined your subject and created your webpage, you’ll need to optimize it. Most Content Management Systems [CMS] like WordPress and Wix have SEO plugins that you can download for free, but it’s still good to know some basic best practices. 

    On-page SEO involves marking up the visible part of the webpage (the one you’re looking at now) to make sure that all of your target keywords are in the body text and you’re including them within your header tags. In this instance the, “Step 2: On-Page and Off-Page SEO” is one of our header tags because we believe that it’s one of the most important parts of DIY SEO- that’s the same type of process you should be thinking about when laying out pages. 

    Other on-page SEO best practices include:

    • Include your target keyword in the title 
    • Putting keyword related to your parent topics in the headers of your page
    • Using bulleted lists to make information more readable
    • Adding images and video content to make content more dynamic

    Off-page SEO deals directly with non-visible elements of the page. Within your page builder, you’ll typically see blank areas that talk about meta fields, local schema, social markup, etc… The most important thing to denote on these pages are the meta title (usually the same text as your regular title) and your meta description (a brief description of what a user can expect to find on the page if they’re looking at search results. Populating these fields with keywords is another great way to improve the rankings of your webpages. 

    The most important part of on-page SEO is content quality. Make sure, as you write the document, that the information you’re providing is helpful and digestible to a normal user. Google values websites that create helpful, reliable, people-first content, and automatically assigns higher rankings to sites that do so on a regular and consistent basis. 

    Other off-page SEO best practices include: 

    • Setting alt attributes to images to rank in Google image results
    • Setting schema (or structured data) on local, about, and other niche page types
    • Ensuring that your URL contains the keyword you want to rank for
    • Ensuring that meta data and URLs aren’t overly long and accurately convey what’s on the page

    Step 3: Local SEO

    If you’re a local business, you realize the importance of getting in front of the people in your area. One of the most effective tools to get in front of local audiences is through your Google Business Profile. 

    After following the instructions given via Google about how to claim your business, you’re ready to start optimizing. In this context more information is better; making sure your address is correct, business hours are updated, your asking your clients for reviews, and you accurately designating your service areas are all best practices. 

    Step 4: Technical SEO + Tracking

    Typically, Tech SEO issues only plague large sites, but it’s good to keep a pulse on both site performance and organic performance. We recommend Google Search Console as it only gives organic data rather than GA4’s all encompassing site traffic information. 

    Speaking about technical SEO specifically, the most important thing to keep an eye on are you core web vitals, which use a variety of different measurements to determine whether your URLs are good, need improvement, or are poor in terms of page performance. Normally, page-speed or page responsiveness will bring these KPI’s down and should be fixed by either minimizing large image files, and ensuring that your plugins are updated or you’re deleting the ones that aren’t currently used. 

    SEO is an ongoing process, but with these four key tips you’ll be ranking and generating traffic in no-time. If you need help with SEO or you’re looking to run some paid Google Ads, visit our SEO and SEM services page and take a look at our client success stories.

    Ethan Lyons

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