I'm honored to be speaking at the ALDA (Analytical, Life Science and Diagnostics Association) Sales and Marketing Executivies meeting this coming February 26th in Boston. This year's conference theme is centered around trends in marketing, with a special focus on technology. Read my abstract.
Many companies within science-related industries are increasing the sophistication of their digital marketing strategies, and investing in sales and marketing technology to support more effective engagement with their audiences. In our 2012 survey of science marketers, we set out to benchmark the movements toward digital marketing among science marketers, investigating several facets of marketing channels. In this issue of Linus Report, we present the results of our survey of 125 respondents, which provided us with insights about budgets, priorities, investments and challenges that science marketers face.
Value propositions should be experienced. In the content-centric marketing model, the three classes of content that facilitate the scientist’s own buying journey are also intended to influence them to adopt the company’s way of thinking. This requires translating the value proposition into an engineered experience for audiences.
In this issue of Linus Report, we leverage the principles of content-centric marketing and describe the planning needed to build robust marketing campaign strategies.
In this post, I share the three behaviors that I believe is pertinent to life science websites. Look to see if these actions are happening on your website. They may signal an opportunity to optimize the user experience of how scientists and technical buyers interact with your content.
Most of us spend lots of time rolling out the welcome mat on our website’s homepages, making the best possible first impression through visual and informational design, filling it to the brim with content that reflects our brand essence and point of view. This level of attention needs to be reflected across all pages of a website. While homepages are the official front door to a company’s online experience, it is important to remember that 1) it is not the user’s final destination and 2) it is not the only way that users will find the content they are seeking on a company website. Every web page needs to be optimized to welcome, engage, and deliver exactly what users are looking for.
Developing core content strategy is critical to success of any campaign. But we live or die on our ability to execute. A large part of being able to successfully follow through on your content strategy has to do with planning. It is equally important to define all of the meta-details that go along with execution of the content strategy. This post is aimed to provide you with several ideas for organizing your content and inevitably aid in executing a lasting and successful content strategy.
Most life science marketing activities are wasted because they prematurely try to persuade their audiences rather than first engaging them. But engaging scientists is far from easy, given their finely honed sense of skepticism and their strong tendency to filter out biased information. To develop more effective campaigns, marketers must first understand the psychological landscape of how scientists make decisions, and then to develop the most appropriate types of content to engage scientists, rather than deter them. In this first of a two-part Linus Report series, I introduce a model for how scientists consume information and then map this model to the archetypal scientific buying journey. This information will serve as the precursor for the second part in this series in the next issue, where I will offer the principles of Content-Centric Marketing for science and an actionable guide for the content types that make marketing campaigns up to 10 times more effective.
In my last post, I wrote about the problems marketers and communicators run into when they can’t be sure if their audience is consuming content on a 30-inch or 3-inch screen. In this post I want to focus on the 3-inch screen and mobile content, specifically on how much effort life science marketers should spend developing mobile content (of course, because I’m a scientist, the answer is not going to be a simple yes or no but rather, that depends…).