Our white papers are sure to give you fresh marketing insights. Not to mention, fresh wrinkles on your brain.

In January 2005, Point to Point published a white paper on green marketing opportunities targeted to manufacturers in the building and architectural products sector. That paper gave a broad overview of green marketing as it was emerging, and offered strategies for integrating green into one’s business – and potentially reaping its benefits. A lot has changed since 2005…

Influencers, the Channel and End-users all play an important role in how your products get specified and ultimately purchased. At Point to Point, we have a methodology, called ICE, to help you understand these audiences and make intelligent decisions to prioritize and segment your message. Using ICE, we can clearly define and understand the role the A&D audience plays in your selling process. With these insights, we can build strategies and messaging that connects to architects and designers…

In the past year, residential contractors spent an estimated $39 billion on building products. Overall spending for the construction industry in 2010 is projected to be $869 billion. And 99% of contractors are involved in some way in their organization’s building product purchases. Contractors have tremendous influence over the purchase of building products, and manufacturers must develop sound strategies for approaching this group.…

It’s widely recognized that women are the primary healthcare decision makers and influencers. In addition to their own healthcare choices, women have controlled over 80% of household spending, making purchase decisions for their spouses, children and parents. It stands to reason that given their decision-making clout, healthcare marketers have increasingly focused much of their outreach, services and advertising toward women. But times are changing for our favorite target audience…

One of the things Americans are buying less of is healthcare. And with all the news coverage on healthcare reform, it’s critical that providers not lose perspective of how to connect with consumers’ smaller wallets. Our white paper, “Keeping in Sync With Consumers Who Are Re-Thinking Their Healthcare,” discusses ways of influencing people’s thinking to better position providers in a difficult economic climate…

A few months ago we started taking a hard look as to why brands that are consumer-centric often struggle in the b-to-b space. After a bit of research and deep thinking about what we regularly experience, we crafted a white paper, “Translating Consumer Success into B-to-B Success.” We found that there are six common and might we say avoidable mistakes when crossing over from a consumer-centric space to business marketing…

While consumer-driven healthcare has become a common industry buzzphrase, there are still many questions about the concept that are unanswered and extremely significant, both for healthcare consumers and providers. Will consumer-driven healthcare include the majority rather than the minority of insured Americans? And if so, do we need to compete differently to earn consumers’ healthcare business when they are firmly the drivers of choice?