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Part 3: Nurturing leads in the life sciences; components of a high-performance lead-nurturing ecosystem.

Life science sales cycles can be long. For this and many other reasons (which I’ll summarize below), it is important that we nurture our prospects. While some life science organizations understand lead nurturing well, many don't understand the subtleties involved in creating a highly effective life science lead nurturing "ecosystem." In fact, there are eight distinct activities involved in life science lead nurturing. In this issue I'll describe each activity, and show how they all work together. It turns out that both lead nurturing and lead generation share many of the same activities, so I'll spend some time discussing both. If you're interested in understanding how lead nurturing works or how to improve your own lead nurturing activities, read this issue. 

People are talking. And so are we: Jan. 28 at NC COIN

"If you just want to read one book—and only one—to make your products or services more desirable, congratulations: you are holding it.” What began in 2008 as a monthly series of white papers extended into a full-length book. On the heels of its release last month, our CEO David Chapin will present “Learn How to Improve Your Life [...]

The Marketing Mechanism of Action and the Importance of Uniqueness

There is significant misunderstanding about how marketing works – that is, of the mechanism by which it affects people’s attitudes, beliefs and behaviors. In particular, many scientists believe that they are immune to marketing’s effects. But if scientists are immune to marketing’s effects, why do so many companies continue to spend significantly on marketing campaigns? The reason is simple: this supposed immunity is just a myth; marketing actually works. To understand how, let’s examine the marketing mechanism of action.

Content Marketing: Strategy First

A seismic shift in marketing is happening right now. The Internet gives each and every company access to a stage with microphones on it. This is a tremendous advantage to small companies, because content marketing “levels the playing field” for these organizations. But unless these companies act quickly and begin to create compelling, unique content, [...]

Differentiation, Content Marketing as Business Tools

In the life sciences, particularly among CROs, poor differentiation is the cause of many common marketing ills. But once meaningful differentiation has been established, content marketing is the perfect vehicle to reach your target audience. David Chapin is taking this message and others to ExL Pharma's 4th Annual Business Development Strategies for Clinical Trials Service Providers Summit [...]

Social Media: There are no rules

The biggest rule of social media is…there are no rules. Social media is a fluid process that is ever-evolving. The most important concept is to do what is best for your brand. Develop a strategy and stick to it. If your audience is not on Facebook, as is the case with many life science companies [...]

Marketing-based Lead Generation in the Biological Sciences (Part 4)

In this issue we continue our examination of the ladder of marketing-based lead generation for life science, med-device and biotech companies. We pose questions that will help you get the most out of your ladder by optimizing your portfolio of lead-generating activities. We discuss how you can improve your lead generation by “climbing” the ladder over time.

Social Media starts with content

As I’ve discussed before, social media is the act of engaging your customers through interactive dialog. The key here is content.  Think of social media applications as the vehicle and content as the driver. The vehicle is useless, and in some instances dangerous, unless there is a knowledgeable driver to operate it. Social media applications [...]

Listen: Content Monitoring Tools

As I’ve discussed before, one third of your social media time should be spent listening or monitoring the web for relevant discussion and company or brand mentions. Content monitoring tools now make this seemingly overwhelming task easier and less time consuming. One of the best-known and widely used content monitoring tools is Google Alerts. As [...]

Marketing-based Lead Generation in the Biological Sciences (Part 3)

In this issue we examine in more depth the ladder of marketing-based lead generation for life science, med-device and biotech companies. We discuss the six uses for the ladder. We outline a process for creating your own ladder, and provide a link to a template you can customize for your own use. Next month we’ll finish our discussion on the ladder of lead generation by discussing some tactics you can use to improve your lead generating initiatives.

Social Media: What is it?

Social media is the latest marketing buzz word and its arrival has brought a new way of marketing or speaking to your audience. Many companies are weary of taking that first step into the social media conversation, however, gone are the days of choice. So, what exactly is social media and why is it so [...]

Social Media: The Rule of Thirds

Social media is engaging with your audience through interactive dialog. This is more than updating Facebook status or tweeting. To ensure long-term success of your social media campaign, follow the Rule of Thirds. The Rule of Thirds is a full-circle approach to engaging in social media and managing your online presence. Following the Rule of [...]

Marketing-based Lead Generation in the Biological Sciences (Part 1)

When people responsible for sales and marketing in the biological sciences hear the words “lead generation,” an outbound call center is often the first thing that springs to mind. But outbound calling is just one way to generate leads. This article categorizes a wide variety of lead generation activities and puts these activities into context using “the ladder of lead generation.” By examining the different rungs on the ladder, we’ll compare the resulting quality of leads and the time to result, two important attributes to consider as you build your own lead generation initiatives. In the next issue, we’ll discuss how to craft an effective lead generating strategy.

The Hype Behind Social Media

The hype cycle of emerging technology implies that all new technologies pass through a “Peak of Inflated Expectations” on their way through a “Trough of Disillusionment,” eventually arriving at a “Plateau of Productivity.” See Gartner Research for a further understanding of this concept. I think Social Media in the B2B space is now at a [...]

Common Marketing Errors (Part 2)

Having worked in the life sciences for more than two decades, we have seen a number of marketing errors commonly made by life science companies. As a follow-up to last month’s article about strategic errors, this month we’ll discuss some widespread tactical errors and provide suggestions about how to both identify and address them.