Life Science Marketing Society

There was a time when marketing didn't really focus on competitors and strategy didn't focus much on customers. Yet, as customers have gained access to more and more choice, marketing has been forced to focus more on how to differentiate its products from the competition and strategy has had to understand customer behaviour more to be able to beat the competition. Terms like strategy, branding and strategic marketing are often used interchangeably. It's important to delve deeper and understand the differences between them, so as to have the proper framework for building and executing an effective marketing plan. In this episode, we'll discuss what we've learned from Marina Hop, Founder of Viveo. You'll discover: - Why a brand is NOT your logo, your graphic design, or your corporate identity - The importance of invoking emotion in branding (and why we struggle with this in life science) - What you can learn from two life science companies who dared to be different - How the strength of your brand affects lead to sale conversion ratios – or, why you should play the long game

Are your sales team always hassling you for higher quality leads? Are you under pressure to turn those leads into revenue? And do you wish you had better data all the while? Enter the missing link between lead gen and sales: Marketing Automation. In this episode, we discuss the presentation entitled "Marketing Automation Across the Life Sciences Customer Journey" by Christine Slocumb, CEO of Clarity Quest. Get this right, and you'll take a massive burden of prospecting, nurturing, and chasing unqualified leads away from your sales team. What's more, you'll get the credit (and the budget to match). Listen in and learn: - The true purpose of marketing automation - Why sending leads straight to sales is a huge mistake - Why you need to play the long game - The one thing you absolutely must do before you implement marketing automation in your business

The SEO game has changed. Are you staying ahead of the curve? The path of least resistance is always the most attractive. And many businesses have made fortunes by gaming Google's algorithm. But there's a problem… Those same businesses get completely wiped out the moment the next big Google update comes along. And it's harder than ever to fool Google. You shouldn't even try. What's important is to look beyond the algorithm of the day, and ask: what does Google really want? Answer that question, and you can create an SEO strategy that delivers not just today, or the next six months – but for years and decades. On this podcast, we'll discuss: - What Google really wants - Trust, Authority and Relevance: The holy trinity of SEO and how to get them - The truth about link-building - The importance of playing the long game - The real dangers of "hacks" and "quick fixes"

In a commercial environment driven by this month's figures, it can be hard to think about next month, let alone commit to a multi-year plan. Yet, if you want to experience content marketing success, that's exactly what you must do. Content marketing is a winner-takes-all game. If you only put in a mediocre or sporadic effort, you won't simply get mediocre or sporadic results. You'll get NO results. Either commit 100% from the outset, or don't bother starting. So where's the good news? If you're willing to commit – to truly play the long game, and to see it through – you'll have remarkably little competition. The field is yours for the taking. It’s time to either get serious or get out. Either way is better than muddling along. If you want to get serious, we'll teach you where and how to start. On this episode, we discuss: - The Five Pillars of Successful Content Marketing - The most common types of content life science companies produce, and why you absolutely shouldn't - What you should be creating instead - Why 99% of content projects fail - How to achieve content marketing's exponential growth curve

To those of us on the more creative side of marketing, AdWords can be a mysterious and intimidating beast. If you don't know what you're doing, it can also be a great way to quickly throw thousands of dollars down the drain. Yet most life science companies have yet to embrace paid search, or appreciate the awesome power of a well-executed PPC strategy. The playing field is sparsely populated. Yet the principles of winning with AdWords are actually quite simple. This means big opportunity for you. What's more… AdWords is useful for MUCH more than just driving traffic to your website. In this episode, you'll discover: - The real purpose of AdWords - The simple mistakes most marketers make and how you can avoid them - How to get profitable or fail fast - How AdWords might just be the most cost-effective market research tool on the planet (told you it's not just about driving traffic to your website!)