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.
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.
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.
An Executive’s Introduction to Marketing Automation for Science—Three marketing mistakes most companies are making, and how to fix them
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.
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.
As a panelist in a global web-cast live discussion about branding in the life sciences hosted by Science Magazine, I discussed a dynamic that exists in many life science organizations that results in significantly reducing marketing’s overall effectiveness. I named this dynamic the Brand-vs-Product Marketing paradox. A very interesting live discussion ensued.
In a recent conversation with author Ali Pervez, I was surprised by his provocative question. He asked "There are only two reasons why someone doesn't buy from you. Do you know what they are?" I could think of many reasons, not just two. When he told me the answer, I realized that all of the reasons I was listing in my head were neatly summed up by the two reasons that he provided. I also realized that most of the efforts in marketing should focus on removing these two reasons why people don't buy from you. Do you know what the two reasons are?
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.
There are many market research instruments available to marketers, yet the majority of research in the life sciences is conducted with online surveys for their ease of deployment and statistical significance. However, focusing on quantitative surveys alone may cause marketers to miss another class of highly actionable insight. This article provides context for a balanced approach to life science marketing research.