The latest news, tips and insights from science and marketing

3 inbound marketing lessons learned from working in the life science industry

Posted by Alicia Caunter on 12-Jun-2018 14:31:20

As a life science marketing pro, you’re likely to be one of those people who love to share their industry expertise and experiences by attending networking sessions and events. Earlier this year, one of our directors, Paul, was lucky enough to be invited to speak at the Cambridge HubSpot User Group meet-up—a quarterly event for local HubSpot users to exchange ideas, discuss trends and challenges, and learn from each other’s experiences. With the recent content marketing explosion, the last HUG event was focussed on a key industry challenge: how to make your content stand out from the noise.

As a marketer that may specialise in content creation and inbound marketing, this is a challenge you are likely to have faced before. So, what’s the solution? Here are some insights from Paul’s talk at the recent HUG event.

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Topics: Marketing tactics

Putting the customer first in life science marketing

Posted by Clare Russell on 09-Apr-2018 14:52:54

The best technology, product or service doesn’t necessarily win in the marketplace, and having a great product doesn't guarantee you customers or market share. This is particularly true in the life science industry—but why is this the case? There a number of reasons, but four major factors are:

  • People can’t buy something they have never heard of
  • People won’t buy something they do not understand
  • People won’t buy something if they cannot clearly see how it benefits them
  • People won't buy from a supplier they do not respect and trust.

These four challenges all have something in common—people—and unlocking the power of customer-centric marketing has huge potential to generate more awareness, demand, leads and sales. So, how do you put the customer at the centre of your life science marketing activities?

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Topics: Marketing tactics

5 ways your website is hampering your sales efforts

Posted by James Reeve on 01-Mar-2018 17:45:24

It’s often said that a company’s website is its 24/7 shop window to the world. Indeed, it’s the first port of call for many customers seeking out new products, innovative solutions to their problems or the latest trends from within their sector. This rings true for many industries, and the life sciences are no exception. Having a shiny shop window is one thing, but making the most out of your sales efforts requires more than just a dazzling skin. When it comes to maximising your website’s revenue-generating potential, there are some important principles you’ll need to apply. Get them wrong and, much like a high street shop, a negative user experience will usually mean that your potential customer simply won’t come back for a second look.

To help circumvent this risk, we’ve outlined five of the most common problems your target audience may experience when engaging online with your brandand how to fix them!

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Topics: Marketing tactics, SEO, Content Marketing

Will the inbound marketing methodology work for your life science company?

Posted by Craig Townsend on 09-Jan-2018 16:44:03

One of the biggest shifts in the marketing landscape in recent years has been companies moving their marketing spend from outbound to inbound tactics. Both methods deliver results, but as inbound continues to grow it has very quickly taken the lead in the race for positive return on investment (ROI).

Life science companies that have adopted inbound marketing have seen great results, such as increased website traffic, more and better-quality leads, and an increase in revenue—with an excellent ROI. However, not all businesses are suitable for inbound.

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Topics: Marketing tactics

What every content marketer should know about developing effective buyer personas

Posted by Richard Massey on 02-Jan-2018 16:45:32

Content is the fuel that powers every inbound marketing campaign, but in order to attract interest, convert website visitors into leads and drive sales, it’s got to resonate with your target audience. Of course, before you can create high-value content that your prospects won’t be able to live without, you need to find out what makes them tick. That’s why, as a content marketer, the more time you spend understanding the needs, challenges, goals and pain points of your ideal customers, the more successful your campaign will be.

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Topics: Marketing tactics

Why sales and marketing must work together to win at inbound marketing (free market report)

Posted by Paul Avery on 13-Oct-2015 14:00:00

It’s an age old discussion – how do you align your sales and marketing teams to improve performance? How important is it really and what’s the best way to encourage collaboration? Well, HubSpot’s latest “State of Inbound” report tackles the subject head-on, including compelling data from a survey of nearly 4,000 marketers on why and how to connect the two teams.

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Topics: Marketing tactics

How we tripled social media performance across every metric (and how you can too)

Posted by Neha Karl on 27-Aug-2015 11:17:00

The ultimate aim of most businesses is to grow their customer base, and a good place to start is by increasing website traffic. You’ve probably all heard at some point or another that one of the best ways to do this is by demonstrating your knowledge through content marketing. And that distributing your content on social media channels can be a great way to capture and engage an audience.

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Topics: Marketing tactics

What could Google’s next update mean for life science marketers?

Posted by Paul Avery on 20-Mar-2015 14:42:00

What’s pretty much the first thing most of us do when we have a question these days? Personally, I tend to go straight to Google. Whether I’m troubleshooting a problem (is it OK to reheat chicken kievs?), searching for a product (I need a new mouse) or catching up on the latest news, I’ll turn to Google. This is true whether I’m sat at my laptop or out and about – my trusty smartphone is always in my pocket, connecting me the largest information resource that’s ever existed at the touch of a button.

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Topics: Marketing tactics