Demand Generation

In today’s world of information overload and attention scarcity, it’s no wonder that traditional outbound campaigns to market scientific offerings don’t provide results.  To be compelling and pass through the filters of scientists, we need to evolve our practices to go beyond the traditional ‘creative’ value propositions. We need to position our offerings as provocative stances in the market. 

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There are three very common web-development mistakes that most marketers (and sadly, many web-development firms) make.  These mistakes almost always lead to substantial last minute changes that cause delays, cost overruns and unnecessary frustration. In this post, I discuss the three mistakes and how to easily avoid them. 

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I was honored to be the headline speaker at the ALDA (Analytical, Life Science and Diagnostics Association) 2013 Sales and Marketing Executives’ meeting in Cambridge, MA on February 26^th.  With over 60 people in attendance (a record, according to the conference organizers), there was a lively, high quality discussion.  In this post, I provide you my take-away points from all the speakers and sessions.

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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.

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Marketing Automation is the latest manifestation of database marketing or direct marketing, married with the latest web capabilities to track and customize every user’s experience on their own terms. Many business-to-business industries, including the science industry, are rapidly adopting such Marketing Automation tools. However, there are three fundamental issues that commonly impede the potential for success. In this Linus Report, we justify why Marketing Automation should be an important part of every science company’s marketing mix and provide practical advice for successful implementation.

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In a recent talk to a group of science marketers, I was faced with a very difficult question.  Here is how I answered it.

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Due to the vast bombardment of advertising through evermore communications channels, audiences are more selective when engaging in demand generation activities online. Research suggests that audiences make a judgment about whether to engage on a site in as little as 50 milliseconds, or approximately half of the time it takes for one blink of an eye¹. Design of a digital environment is just as important as content in influencing audiences to act. This post presents three tips that can improve design and thus lead generation efforts.

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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.

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Viral marketing sounds great on paper—free delivery of your message to a wide number of people. But it’s surprisingly difficult to achieve. Why do some videos, images, or stories go viral?

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In the last post, I chronicled my recent participation as a panelist in Science Magazine’s global webcast about branding in the life sciences. We had a very interesting live discussion around the Brand-vs-Product Marketing paradox, which led to additional questions being submitted by viewers. Below is an excerpt from the follow-up questions that I received, and my responses.

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