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 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 26th. 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.
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.
Does Your Customer Think You’re Ugly? Three Design Tips That Can Improve Your Lead Generation Efforts
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.
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.
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.
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…).