In this episode of CMOs Off Script, the team sits down to answer a question on every marketer’s mind: what’s actually working right now? Against a backdrop of noise, AI-generated content, and high expectations, the panel shares candid insights about what’s cutting through, what feels authentic, and how marketing and sales can better partner throughout the buyer journey.

From omnichannel campaigns to bottom-of-funnel content, they unpack what their clients and teams are seeing in healthcare marketing today — and how authenticity is emerging as the secret sauce.

Key Topics Discussed

Authenticity Is the New Differentiator

• Audiences are saturated with noise and formulaic AI-driven content.

• Authentic, human stories — captured in organic conversations, not over-produced scripts — resonate far more.

• Tools like Riverside make it easy to record quick, real conversations that can be repurposed into omni-channel content while maintaining a genuine tone.

Breaking Through the Noise

• The team stresses aligning everything to real market problems and customer pain points — nothing mushy or generic.

• Rather than atomizing content into dozens of meaningless snippets, focus on creating distinct, valuable pieces that truly serve the audience.

• Bottom-of-funnel content (especially ungated) is more impactful than top-of-funnel fluff in today’s environment.

The Power of Omnichannel Campaigns

• Success lies in a mix of brand campaigns, targeted emails, LinkedIn ads, and broader awareness efforts — each channel supporting the others.

• Campaign architecture maps and segmenting by persona, buyer stage, and channel are critical to keeping messaging consistent and effective.

• Messaging must adjust to the needs of each persona on the buying committee, which can be messy but necessary.

Conferences Are Back

• Despite predictions that COVID killed in-person events, 2025 is proving to be the year of conferences.

• Pre-event email and ad campaigns help warm leads, while face-to-face conversations at booths seal the deal.

• Marketing’s role continues after the event — providing sales enablement content and drip campaigns to keep buyers engaged throughout the decision process.

Marketing + Sales = Walking the Path Together

• Marketing’s job doesn’t end when leads are handed to sales; it extends throughout the buying cycle, even after the deal closes.

• Sales enablement content empowers reps to show up as thought leaders, while marketing continues to nurture and reinforce trust.

• Internal marketing also matters: keeping employees aligned, engaged, and proud of the brand is an often-overlooked priority.

Shifting Expectations & Measurement

• With tighter budgets and PE-backed pressure for ROI, marketing is expected to deliver measurable pipeline impact — even when attribution is complex and multi-touch.

• The panel calls for a rethinking of metrics, ownership, and the partnership between marketing and sales.

Takeaways

✅ Authentic, human conversations cut through the noise — polish is overrated.
✅ Omnichannel strategies anchored in real market problems work best.
✅ Focus more on bottom-of-funnel and sales-enablement content — ungated when possible.
✅ Conferences and in-person events are thriving when paired with targeted pre-event campaigns.
✅ Marketing’s job continues past lead hand-off — through the sale, renewal, and even internal culture.
✅ Attribution and ROI remain complicated, but marketing is more vital than ever.

Closing Note

This episode leaves no doubt: marketing in 2025 is messy, human, and more collaborative than ever. It’s about walking the path with your buyers — and with your sales team — all the way to the finish line (and beyond).

Thanks for joining us on CMOs Off Script — don’t forget to follow, rate, and share if you enjoyed the conversation. Stay tuned for more real talk on the future of healthcare marketing.