In marketing communications, tone of voice is not your content or message, but it is crucial nonetheless. While tone of voice is a powerful tool to differentiate your offerings, it is often ignored. In this first in a series on tone of voice in marketing, I tease apart some of the interesting aspects of tone of voice, reveal a multi-dimensional scale that can be used to classify different tones of voice, and outline one possible system for defining your specific tone of voice.
In this issue, I explore the evolution of lead nurturing activities in the life sciences. I’ll begin by examining an all-too-common scenario that highlights the need for lead nurturing. And then I’ll be discussing the big change that occurred in lead nurturing’s recent past; then I’ll look at what the future could (and should) hold for lead nurturing within your own life science organization. To make this discussion more tangible, I’ll provide access to a tool that will help you assess the performance of your lead nurturing activities. Given the results of this assessment, you’ll be better able to guide the evolution of your lead nurturing activities in the life sciences.
Two trends that are reducing the power of the sales function in the life sciences, and what to do about them
There are two trends that are changing the importance of the sales role in the life sciences. I’ll outline these trends, which you’ll easily recognize, and then I’ll talk about what this means for life science organizations. TREND 1: Ubiquitous information is reducing the power of the sales department. It used to be that sellers [...]