Be the obvious choice and fill your pipeline with perfect-fit prospects.
Copycat content makes prospects’ eyes glaze over, if it draws their eyeballs at all. Skip the same-old and start standing out by sharing thought leadership with a compelling point of view.
Struggling with any of the following?
Need to clearly differentiate
Being seen as just one of many options makes it challenging to attract attention and fill your pipeline.
When you’re unclear on your difference, prospects don’t understand the value you deliver, so the sales process drags out.
Value is not immediately obvious
Without a clear and concise point of view, prospects can’t see your impact, so they don’t consider your product or service — even if it’s truly transformative.
Impact is hidden
The internet and inboxes are overflowing with “helpful” content. Purely educational content no longer attracts interest like it did.
The old playbook isn’t working
Need more from your performance spend
If you’re spending significant budget on performance campaigns that aren’t delivering a good return, you need a different approach to content.
When budgets are cut, you have to do more with less. Thought leadership helps you make the most of every dollar you spend on content development.
Need to do more with less
You believe in your solution. You have an amazing team of smart people. It should be easy to generate interest and land deals, right?
Unfortunately, it’s not that simple — not in B2B healthtech, with every category more crowded than ever. Prospects often can’t see a meaningful difference between competing solutions, even those that are truly transformative.
So what's the fix? Lead with a compelling point of view. Share your perspective on your prospects’ status quo and why it's not working. Explain your unique approach to the problem you solve and the story behind how you arrived at that approach. And showcase your team’s expert insights.
Now you have your prospects’ attention. Now they’re interested in your product’s capabilities and how it delivers the outcomes they need. Now you’re the obvious choice.
75% of decision-makers say that thought leadership led them to research a product they weren’t previously considering:
2024 research from Edelman and LinkedIn shows that 75% of decision-makers say thought leadership has prompted them to research products or services they hadn’t previously considered. And 54% say thought leadership made them realize other vendors might better understand their challenges and needs than their current vendor.
April Dunford, B2B tech positioning expert and author of Obviously Awesome, on POV:
“Most successful software products are opinionated. And what I mean by opinionated is that they’re built with a certain idea baked in of what is a good and bad way of accomplishing a certain task or doing a certain job. It starts with your insight into the market, and then you move into how you’re different than everyone else. If you can nail point of view, you can really capture the imagination of a buyer.”
—April Dunford, in Positioning with April Dunford
Hi, I'm Laura MacPherson. I help B2B healthtech marketing teams make their solution the obvious choice with thought leadership and insight-driven content.
About Laura MacPherson
Sharing insight — not just information — is a force multiplier for every marketing initiative, from performance campaigns to ABM. I’ve seen it skyrocket both engagement and conversions as I’ve worked with some of the most successful teams in B2B tech, including Front, Sigma, Withings Health Solutions, and Passport.
But there’s a reason that most teams settle for purely informational or feature-focused content: it can be challenging to marry a compelling point of view with SME insights to form a cohesive piece of content that will resonate with your audience and lead them to your product.
I make the process (much) easier and more fun. I’ll work with you and your SMEs to identify your POV, uncover expert insights, and create content that will position your solution as the obvious choice.
We can work together for just a couple of months to lay the groundwork for your brand’s thought leadership, or I can help you on an ongoing basis to plan and create insight-based content you can use to fuel all your marketing initiatives. (My clients tend to stick around for 2-3 years — they have lots of nice things to say about working with me.)
When you’re ready to level-up your content to get more from your marketing spend, send me a message. Let’s talk about your goals for your content and how to get you there.
What Clients Say
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“You are our most valued asset in growing our business. You’ve helped us think in lots of new ways and have completely transformed what we think about how to use content in our marketing strategy.”
Mike Donelley, Seventh Sense
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“It’s been an amazing six months of growth for us in terms of leads. Our success has been a combination of strategic content and making sure we hit the right people at the right point in the funnel. You thought of everything in terms of what we needed from the content and helped guide us with your experience.”
Harry Rose, Bonterra
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“We worked with Laura to build awareness of our solutions for healthcare professionals in the US market. She was passionate about reinforcing our positioning as a leading digital health technology company, thoughtful in her approach, and delivered high-quality work. I look forward to collaborating with her again in the future!”
Megan Cincotta, Withings Health Solutions
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“Our company was eager to build thought leadership. Laura stepped in and took the time to listen, understand and ultimately generate high-quality lead-converting thought leadership content for our team. Not only did she exceed our expectations with her work, she was also a pleasure to work with!”
Julie Starck, Passport
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“Choose Laura! She’s adept at uncovering customer pain points and finding creative ways to present solutions. The articles and case studies she developed for us are getting thousands of monthly views with high time-on-page and a low % exit rate. And our sales team is using them to close deals.”
Emily Hackeling, Front
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“Laura has been a tremendous help to Sigma as we’ve scaled out our content marketing and thought leadership initiatives. Her creativity and ability to translate technical information for different personas have been a lifesaver. I couldn’t recommend Laura enough."
Devon Tackels, Sigma
