Marketing

January 6, 2016

Customer Validation Before Marketing Investment

In his book Crossing the Chasm, Geoffrey Moore argues that there’s a chasm between the early adopters of a product (the technology enthusiasts and visionaries)[…]
by samps
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November 7, 2015

How to Build Authority in Your Market

There’s a favorite restaurant of ours, right in our neighborhood, walking distance away. It’s been there for 20 years and they are very good at[…]
by samps
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October 15, 2015

EARLY RESULTS: Survey of App Usage in Commercial Life Science

In the previous issue of Commercial Matters, the Association launched a survey to find out if smartphone applications for sales and marketing in the life sciences[…]
by samps
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June 10, 2015

Marketing Automation Usage in Commercial Life Science

Marketing automation is rapidly becoming a must-have for the life science marketer. Or is it? Does your organization use this capability, and, if so, how[…]
by samps
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May 25, 2015

Developing Mobile Apps for Life Science Sales and Marketing

Are smartphone apps used in the life sciences, either by scientists in the laboratory or by sales people in the field? If you have a[…]
by samps
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May 22, 2015

Same Product, Different Result. How IBC Grew Sales Over 47%

My business partner, Heath Thomas, is the most talented bioscience designer I have ever worked with. I had the pleasure of meeting him at Ambion[…]
by samps
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May 9, 2015

Survey of App Usage in Commercial Life Science

Like U.S. presidential candidates and reality TV shows (often indistinguishable), apps are everywhere, with the list guaranteed to grow. But exactly how apps are used[…]
by samps
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May 5, 2015

Marketing Finds Customers. Sales Keeps Them.

The challenge that suppliers of life science products and services face — and that other product categories don’t — is that the marketing message is[…]
by samps
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January 26, 2015

Make Your PPC Ads Work Like Dogs for Your Marketing Campaign!

This article originally appeared in the blog published by Pacific Biomarketing. Your PPC ads need to work for you; like sled dogs! There are lots and[…]
by samps
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December 11, 2014

Customer Profiling Is a Critical Marketing Skill. Here’s How to Get Started.

This article originally appeared in the blog of the Pacific Biomarketing website. Creating stable and accurate customer profiles, often called “personas,” is a crucial part[…]
by samps
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