15 Questions you should be able to answer to improve your marketing

There are 15 critical questions that relate to each of the main stages in the marketing process. Companies that can definitively answer each of the questions are able to achieve a significant increase in sales performance compared to those that can’t. How does your marketing process compare?

1. Can you clearly identify who your target customer is?

2. Are your sales targets realistic given the size of the audience?

3. What category does your product falls into and will your customers know where to look for it?

4. What customer problem or need does the product solve?

5. What does the customer do at each stage of the purchase journey?

6. Do you know how long the sales cycle is and match your marketing activities to this?

7. Are the sales and marketing processes aligned to the customer purchase journey?

8. Does your marketing generate persuasive content that addresses the customer’s need?

9. Is your content available where customers go to look for information?

10. Do you test all your marketing (messages, content, imagery and channel preferences)?

11. Is progress along the customer journey measured on a regular basis?

12. Do you nurture customers that aren’t ready to purchase yet?

13. What’s your post-sales plan to keep customers happy?

14. Is there a learning framework to capture what works and what doesn’t?

15. Do you know which marketing activities give the best return on investment?

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Marketing tactics that can have an impact whatever your budget

Marketing budgets are increasingly under pressure. So, marketers are being asked to do more with less (or in some cases with virtually nothing). But you can still create effective marketing, whatever your budget. Here are our top tactics.

The five biggest marketing challenges faced by Life Science start-ups and how to overcome them.

Life science tools and service start-ups are helping to drive research that advances therapeutics, diagnostics and personalised medicine. However, start-ups often face significant hurdles when it comes to producing effective marketing. So, we’ve examined some of the most common challenges and how these can be addressed.

How small Life Science companies can measure brand performance quickly and easily

Smaller companies struggle to measure how well their brands are performing. Traditional methods like brand surveys don’t work well in niche Life Science markets where audiences are small and hard to find. Market research surveys are usually too expensive for small companies to afford.

The vital role of Marketing Strategy in Bioscience start-up success

A successful start-up will go through various stages, from initial idea and business plan development to product launch and market penetration. In order to succeed, bioscience start-ups must secure funding. This requires demonstrating a clear path to profitability within a reasonable time frame. Developing a marketing strategy early on is vital to attract investment, acquire customers, and drive long-term growth for these start-ups.

Improving lead-to-sales conversion rates in Life Science: challenges and how to overcome them.

Life Science marketing campaigns typically suffer from high attrition rates at each stage of the customer purchase journey.. Higher conversion rates can be achieved by examining each stage of the customer journey to understand how factors such as customer insight, careful planning, continuous monitoring affect conversion.

Building a stand-out brand in Life Science – the new reality

Life Science companies are having to work harder to stand out. Smaller companies in particular are competing more fiercely for customers and investors. And they’re not immune to the explosion of information vying for customer attention coupled with ever shorter customer attention spans in an increasingly competitive marketplace. Find out who’s winning the brand race and what your company can learn from them.

How to market a commodity product

When you have a parity or commoditised product with little differentiation from competitors, you need a profound understanding of what frustrates customers and what matters to them most before looking for ways to differentiate what you are offering.

Why gaining traction is critical for start-ups.

The level of scrutiny that start-ups are being subjected to has increased in recent years as the path to early profitability becomes more important than growth alone.

15 Questions you should be able to answer to improve your marketing

Why Scientists resist change and what marketers can do about it.

The barriers to technology adoption are frequently higher than marketers recognise especially when that new technology brings seemingly huge new capabilities. Marketers often don’t anticipate the level of inertia that needs to be overcome for customers to change to a new product.

Marketing strategyMarina Hop4 August 2020Viveo Ltd