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Posted by Debra Harrsch on Dec 1, 2021 in Advertising, Integrated Marketing, Lead Generation, Marketing Content, Marketing Strategy, Social Media, Website Strategy | 0 comments

Growing Marketing Leads Quarter-Over-Quarter: Challenges and Opportunities

By Debra Harrsch

In most companies. marketing is seen as an expense item. And, when something’s a line-item expense on the P&L, there needs to be accountability. To support the marketing budget, your efforts need to generate enough leads to justify the expense.

At the same time, those leads need to be nurtured and turned into conversions.

Smart companies are monitoring how they are doing each month against their goals. But, there’s another important thing to measure: momentum.

When you think about momentum, we often think about examples in sports. In baseball, batters go on streaks where their batting average jumps by a hundred points or more. When a basketball player hits four or five shots in a row, he’s got the “hot hand” and can’t seem to miss. It gives them more confidence to take even more shots.

The same thing happens in business. Sales teams get on a roll and build revenue month-to-month. When you have momentum, you are bringing in more marketing qualified leads (MQLs), nurturing them until they become sales qualified leads (SQLs), and then closing deals.

Here’s an example. We work with one of our clients as their marketing department. We pay close attention to the month-to-month lead generation. One metric we track is quarter-over-quarter growth in leads.

We saw very clearly the results of the marketing strategy and momentum. Leads in one quarter went from 1,000 to 1,300 in the next quarter. The following quarter grew to 1,500. The more the momentum grew, the more effective the efforts became. By the end of the year, the momentum generated more than 4,600 leads and 168 demo requests — a dramatic improvement.

When there’s momentum, people are seeing your advertising, your content marketing, and your social media. You are building campaigns that drive awareness and demand. Buyers are seeing your marketing efforts more often and in more places. The result is you see momentum and growth.

As you are growing leads, the impact gets magnified. Those Q1 leads get nurtured in Q2, Q3, and Q4. As you drive more leads into your sales funnel, you’re turning more and more MQLs into SQLs while continuing to deliver new leads at the top of the funnel.

Challenges to Building Momentum

One of the challenges most marketers face, however, is when the new fiscal year begins. It often seems to take forever to get budget approval for an ad buy. In many cases, the whole marketing plan may still be waiting for approval in the first quarter as companies wrestle with expenses and margins.

This makes the marketing department late for the dance. And it may become almost impossible to make an ad buy, for instance.

When the fiscal year has started, but marketing doesn’t get the OK for an ad buy until the end of Q1 (or even into Q2), we’ve seen this delay in decision-making bring marketing efforts to a screeching halt. It makes it increasingly difficult to deliver the leads needed to feed the sales machine.

You see, momentum works both ways — especially when it comes to marketing. Content marketing, advertising, and social media all have a cumulative effect, a combination of reach, frequency, relevancy, and recency. When marketing stops, your momentum can stop dead in its tracks — and it can be more expensive to rebuild it.

With a strong plan and the funding to market consistently, we see positive momentum. When inconsistency is applied to a marketing plan, however, it can create negative momentum and it snowballs. You’ll see fewer MQLs lead to fewer SQLs, which results in fewer sales.

Momentum is…Monumental

When you cut back on marketing, you not only lose your share of mind, but also put new and existing accounts at risk. Once you lose that momentum, it takes time — and money — to rebuild it.

For B2B buyers, there needs to be enough visibility in the right places to drive buys quarter-to-quarter.

Thomas Smith, in his book Successful Advertising, said consistency and frequency are essential. He suggested it takes five times before consumers even notice and pay attention to your ad. It’s not until the 12^th time they see your brand that they actually start to think your product or service has some value, and 20 times before they get serious about buying.

Here’s the kicker. Smith wrote that in 1885 — before radio, TV, social media, and the internet. Can you imagine how many times it takes to cut through the clutter and noise today?

You need to get exposure to the right buyer at the right time on the right platform consistently to build momentum, to drive people to your landing pages and generate a lead.

Hopefully, you’re using a marketing automation platform to continue nurturing leads and feeding your CRM — building momentum to fill your funnel quarter-to-quarter. It’s definitely a year-over-year, quarter-over-quarter challenge to build momentum as you’re scaling and maintaining that share of mind.

Marketing Momentum Takes Planning

When you map out your year, recognize that there might be a delay in getting your budget approved. To avoid stopping that momentum, one little marketing trick we might suggest would be to hold back some of your budget dollars to the end of the year. Why?

You can use some of December’s budget for first quarter ad insertions and other marketing channels to keep the momentum building.

Tracking momentum also helps make the case in the budget process. You need to show ROI and value and tie your lead generation to results.

As a marketer, your goal is to build those leads quarter-over-quarter. Nurture them all the way through, so you’re bringing a marketing lead or marketing qualified lead into your CRM, scaling it up to a sales qualified lead, and then prepping for sales engagement to create conversions.

Be Digitally Agile and Know What Works

Digital marketing provides multiple ways to reach your buyers: podcasts, video, interactive, blogs and social, print, and more. It all has a cumulative effect that can reinforce and magnify your messaging and help build momentum.

The key to effective spending, of course, is knowing what works. Fortunately, in today’s digital marketing environment, we have access to a wealth of data. For instance, when you pick the right places for your ad placements, you can see what works and adjust to optimize your effectiveness.

COVID taught us the need to be agile and aware and quickly pivot when needed. Another strategy we recommend is to keep enough budget in reserve to jump on opportunities when they arise. When something’s working, you can pour fuel on the fire.

Brandwidth Solutions serves the healthcare, life sciences, technology, and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

Posted by Debra Harrsch on Sep 1, 2021 in Brand Strategy and Design, Integrated Marketing, Marketing Content, Marketing Strategy, Social Media | 0 comments

KOL: When to Use a Key Opinion Leader in Healthcare Marketing

by Debra Harrsch

Before we start looking at when you should use a key opinion leader (KOL) in your marketing, let’s first explore exactly what a KOL is.

Key opinion leaders are industry leaders who are experts on their topics. They are well-known and viewed as highly trustworthy and credible resources in their field. KOLs are particularly important in the healthcare space and life science technologies. These individuals are experts who promote the science associated with your product, create indirect awareness about your product, and lend credibility to your company among the target community. They have a significant impact on how their peers think and what they purchase.

As Steven Arless states:

A KOL is either a clinician and/or scientist that has developed and earned visionary leadership in their medical field. They typically have earned peer respect and admiration, and can influence future treatment solutions. KOLss are typically prominent at regional and medical conferences, and often dominate the scientific programs, panel discussions and debates. Most KOLs are excellent speakers, and present their work in a very clear and compelling manner. Publications in peer-reviewed journals are regularly written by KOLs.

While KOLs tend to be physicians or academics, there are many other roles which can produce a persuasive and talented influencer. We’ve seen nurses, social workers, patient advocates, lab directors, PharmDs, and researchers all provide exceptional KOL value.

When to Use a KOL

From a marketing viewpoint they are ambassadors for your product. What I mean by this is they are very device-, diagnostic- and treatment-agnostic, so they are ambassadors in terms of educating an audience about why a test or product is important in the treatment of a disease. They don’t mention your specific product. In fact, they likely also work with your competitors!

Your KOL’s job is to educate the market as to why they need a product. For example, they can support or confirm why the market should do a certain test, or why they should use a particular therapy. It’s then your job to promote your product, show how well it matches the ‘why’ the KOL explained and show how it delivers results.

Because these individuals are able to reach and influence a specific audience niche in the market, they are a valuable resource for any healthcare or life science company. You want to use a key opinion leader to educate your market space through:

webinars your company is sponsoring on the disease state
speaking engagements at conferences or events
user meetings
social media
podcasts on related topics
educational videos
article authorship

A KOL educates the people you’re selling to with real facts and data. There is no hearsay, no so-called Facebook ‘expertise’ and no marketing fluff. It’s the facts and only the facts. KOLs are not part of your sales team, but they do help to educate your sales team.

Key opinion leaders aren’t just for clinician education. They can also be valuable resources for patient-facing markets. If you are marketing a medical device or software device, your KOL can educate patients on why this type of device is important.

Where to Start Once You’ve Identified a KOL

It starts with building a KOL slide deck. A slide deck for a healthcare KOL is a deep scientific conversation, usually around 60–90 slides in length. When we build a deck, it’s comprised of reference materials, it is entirely non-promotional data – the Holy Grail of thought leadership.

What you want to do is provide your thought leader with all of the data and all of the prep work that went into the creation of your test or product. In addition, you’ll include all of the outside research – every single relevant journal article should be included in this deck – along with the results doctors are looking for. A doctor no longer needs to go out and track down every article, you’ve already centralized it all conveniently in one place.

What you won’t include is why your test or product is important. In fact, you’re not going to mention your product at all. The science around why it’s needed is what is important here. Think of it as a subtle sale.

The Value Beyond the KOL

When you develop a slide deck for your KOL strategy, you may think that it’s only good for webinar education or some of the other activities mentioned above.

But, you’d be wrong.

A KOL deck is what I call ‘marketing rich.’ It’s rich for the sales team. It’s rich for the marketing team and it’s rich for your customers. Not only do you educate your customers and sales team, but by having all of this information, the marketing department gains a real understanding of the product’s background. Because of this, marketing is able to build out webinars, white papers, blog posts, social media content, email campaigns, landing pages and web copy – all of which can help drive leads. The initial investment in a slide deck continues to pay dividends beyond your direct work with the KOL.

For example, for one of our clients, an in vitro diagnostics testing solutions pioneer, we developed a lead generating webinar using noted KOLs to discuss a disease state and the importance of testing. This webinar ultimately produced more than 1,100 high quality leads.

A KOL Strategy Keeps You Top of Mind

Incorporating a key opinion leader strategy in your overall marketing can be a very smart decision for healthcare, pharmaceutical and diagnostics companies. Think about it – who do you think will be top of mind when your target audience is ready to buy? It’s going to be the company that educated that audience.

If you need assistance planning and implementing a KOL strategy, reach out to us.

Posted by Debra Harrsch on Jul 30, 2021 in Advertising, Brand Strategy and Design, Digital Advertising, Integrated Marketing, Lead Generation, Marketing Automation, Marketing Content, Marketing Strategy, Social Media, Website Strategy | 0 comments

How to Create a Well-Planned White Paper

by Debra Harrsch

Do you know how important digital content is in your customer’s buying decision? I think by now we can all agree that it is a critical factor in moving your prospects forward on their journey. The word ‘content,’ however, covers quite a bit of territory – from email and blogs, to case studies and web content, to ads and white papers – and that is just some of today’s common content types.

Last March, I talked specifically about white papers in my Why White Papers are Important and How to Use Them blog post. I just saw a statistic in AZO Network’s Scientific Purchasing Survey – 2021 that puts a little more perspective around how important white papers are in your marketing toolbox. The survey found that nearly 75% of people viewed whitepapers as having an influence on their purchasing decision.

Just as a quick reminder, white papers are an essential part of your overall content strategy. They are the main asset that audiences researching and evaluating products are willing to trade their contact information for. Readers will expect the content to be educational and helpful – not promotional.

Remember that white papers should speak to a relevant topic that your customers view as a pain point. Your paper should also be presented in a way that shows your thought leadership on the subject. If these two elements are not a part of your project, why are you writing a white paper at all?

Since white papers are typically used for lead generation, it is critical that the topic you choose is one that readers are interested in. If it isn’t valuable, you won’t be able to drive traffic.

As I also mentioned in my last blog on white papers, you need to promote them just like any other content. Before you even write a white paper, you should plan how you’re going to disseminate it. Here are two thoughts on how you can use your new white paper:

Promote it as a download from your advertising to generate leads.
Share it with customers and prospects as a follow-up to sales engagements or trade show meetings.

Smart marketing partners will leverage the heck out of this content. Here are some of the ways Brandwidth Solutions uses white paper content. We:

Promote them via social media, repurpose the content as blog posts, and convert it into an original article for publication in third-party periodicals.
Create a lead-generating ad campaign – offering the paper as an asset.
Use it as part of an email nurturing campaign.
Include it in your newsletter.
Post it on your website (we prefer to gate it for more lead generation).
Look at the material with an eye towards converting it into a podcast or webinar.

Planning Your White Paper

White papers written by vendors are educational, informative, non-promotional papers that share expertise, perspective, and solutions for either specific or broad challenges their readers face (for example, “best green chemistry techniques” or “what are the benefits of outsourcing?”).

Last time we talked a little about how to structure a white paper. Here, I’ll show you how we create well-planned white papers for our life science and technology clients.

Scientists are used to lots of different kinds of papers – peer-reviewed articles, technical documents, and application notes, as examples. Because they are familiar with technical papers, your goal in developing a white paper should be to educate and inform your scientific audience in an area where you have expertise. White papers, when done well, help you build credibility with your target audience – especially as they look to you for guidance and information when researching products and services.

White Paper Length

Consider this: a 2018 DemandGen survey found that 61% of respondents share white papers with their colleagues. The survey also found that the majority of those surveyed (28%) spent 10-20 minutes with a white paper, while 24% spent just 5-10 minutes and only 16% spent more than 30 minutes.

The point of this data? Make sure your paper is easy to read and to the point.

I’ve seen white papers vary wildly in length, but we recommend around 2,000 words. This length keeps the information easily digestible, but with enough depth to help readers with their due diligence when investigating a product or service. If your topic is more complex, you can always create a two-part series.

What to Include

White papers are a vehicle for covering what questions readers should ask about a product or service, what to look for, primers on best practices…or to help them understand a product, service, process, or approach. Your white paper will share your point of view and solutions to the problem without being overly promotional. It’s your way of helping readers understand key information – all without using a hard-sell approach. This is what makes white papers a good lead generation tool. Customers and prospects are willing to register to download a white paper.

Because white papers need to add value, you must be very clear about what you have to say and why you want to contribute to the conversation when you start a project. Remember, white papers are not created using only your perspective. You must understand what the reader needs and what they will get from your content.

Our process helps you figure all of this out.

We start with a kick-off discovery call where we take time to find out about you and what you have to offer – what makes your expertise unique and valuable. We discover who you are trying to reach, what information they most want to know, and what you have to say about the topic.

And then, we dig in further, following up with an interview(s) of your subject matter expert(s). We choose one of our writers who is best suited to work with you. They then develop an outline, and after your approval, get to work on writing a white paper that best serves your prospects’ needs.

Whether your audience is highly technical and scientific, or business decision-makers focused getting comfortable with your offering, your white paper needs to be well-written. You must craft it in the right tone and style for your audience, and it must be engaging – or they won’t read it. We believe that a good design, with informative graphics wherever possible, is part of the process of engaging readers and should be part of any white paper project.

And Finally…

We make sure your white paper has a compelling call-to-action. Never forget to tell your reader what they should do next! Once you have reviewed and approved the content, you’ll have a well-written asset that can be used not only for lead gen but as the basis for additional content marketing.

White papers are just one tool in your marketing toolbox, but they are an important one! They are an authoritative voice from your company – designed to be a persuasive document that builds credibility and moves your prospect along their journey in discovering your solutions. When you marry the white paper to other forms of communication for an integrated approach, you help your readers see the value you bring to their challenge.

Considerable time and effort go into creating a white paper that can be used for multiple content marketing purposes. If your team needs assistance, we’re here to help. Give us a call to learn more.

Posted by Debra Harrsch on Jul 6, 2021 in Advertising, Digital Advertising, Integrated Marketing, Marketing Content, Marketing Strategy, Social Media | 0 comments

How to Sell More Through Distributors with Blog Content and Social Media

by Debra Harrsch

I read a fascinating report from AZO recently about the state of scientific purchasing in 2021. What they found matches the experiences of our clients who work with channel partners to increase sales of their products and services. This post will explore why a blog and social media amplification can be powerful tools for increasing sales through your distributors.

Many life science manufacturers rely on distributors or channel partners to help sell their products. While external sales organizations can sell your products more easily in different regions or countries, there are also some challenges that come with using a partner.

One of these challenges is how to educate customers who buy from distributors about your products. You likely already use advertising and a trade show presence (when available!) to educate your end-users. However, in today’s digitally focused environment, using only those two channels isn’t enough to create the sales you want.

Let me ask you, do your distributors create marketing content about your products? Do they rely on the content you’ve created for them? Or do they use your content and build upon that base to meet the needs of their specific audience?

Even if your channel partner does create marketing content, I’m guessing it’s not a deep, rich pool of searchable educational content – and it may not even communicate product benefits or the challenges your product solves beyond the simple specs. So, if they aren’t producing educational and sales and marketing information, how will potential customers know your product exists – let alone understand why they should buy it?

Life Science Manufacturers Still Need to Market

While you may have a great channel partner or distributor, this doesn’t mean you no longer need to market your products. One key marketing technique to help your distributors get the word out about your product offerings is through content marketing on your own website.

Which brings us back to the survey I mentioned earlier. AZO Network’s Scientific Purchasing Survey 2021 makes it very clear why scientific manufacturers must rethink how their websites are designed and what they should contain. Of those surveyed:

90% said that a manufacturer’s website had an influence on their buying decision.
81% said pages found through search engines had an influence on their buying decision.
67% said that the distributor’s website had an influence on their buying decision.

Why Does a Manufacturer Need a Blog?

Perhaps you have web pages for each of your products. Good, that’s a start. But, content marketing goes much deeper than a product page with just the basic facts on the product.

The AZO survey states that the quality of the content provided, thought leadership, and the vendor’s website user experience all weighed heavily as important vendor traits.

One way to increase your website’s SEO – and its ability to educate your customers – is through a blog. If you don’t have one and your competitor does, you’re missing out on some major search engine mojo. Customers search and use a variety of digital media to understand products they are interested in.

Let’s review: 81% of those surveyed in AZO’s report stated that pages they found through search engines had an influence on their buying decision – 81%! And let’s not forget that search engines are no longer limited to Google or Bing. Facebook, YouTube, and LinkedIn have also become major search engines, in addition to their social component. If that 81% of buyers isn’t seeing your blog content or hearing your voice on social channels, your product or service will not show up on their radar as they move through the customer journey – and their ultimate buying decision.

Many science-based companies use blogs as a way to increase brand awareness in the market. Blogs are an easy, cost-effective way to publish relevant content on your website to support your distributors’ marketing efforts.

They are an excellent way to share information about your product, discuss trends in the industry, and demonstrate thought leadership in your market space. You can update your blog regularly with new posts that address your end customer’s needs (which, if done right, will help you increase sales through partners while providing a stream of new content for search engines). For more in-depth information on how a blog can transform your marketing efforts, check out this blog.

Science-based Manufacturers Must Promote Content

A word of caution: having a blog on your website is only one piece of the content marketing puzzle. The days of “if you build it, they will come” are long gone. Blog posts do need to be promoted. In fact, that step is critical to your marketing efforts.

One important way to share your content is through social media. This next statement may come as a surprise, but think about it. As our scientists skew younger in age, social media is growing in importance. In 2015, Leadspace stated that 84% of B2B execs use social media for information to make buying decisions – and that was in 2015!

The AZO Network Survey reported that 34% of those surveyed said social media had an impact on their buying decision. While that seems like a low number, there is more to unpack here, and it has to do with age group distribution – and the fact that social media has a subconscious effect on decision making.

How can you amplify your content using social media? Three ways are:

Leveraging your relationship with your distributors to help share your blog content with their social audience.
Sharing your blog content in snippets on your company’s social channels to drive readers back to your website.
Employee advocacy – getting your employees involved in sharing your company content on their own

As we’ve mentioned in the past, social media is a key tactic your company can use to create brand awareness of the products sold through your partners.

While your social channels won’t grow as fast as a celebrity’s, keep in mind that many scientists have a personal following on social media. And their followers are likely interested in the same content they are. When they share your content, awareness of your products grows – and sales are likely to follow.

As a manufacturer, your content and marketing work sets the stage for product demand.

If you want to develop your blog and amplify your content with social media, but don’t have the time to devote, give us a call!

Brandwidth Solutions serves the healthcare, life sciences, technology, and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

Posted by Debra Harrsch on May 28, 2021 in Integrated Marketing, Marketing Content, Marketing Strategy | 0 comments

Storytelling in Science Marketing

by Debra Harrsch

Remember when we were children? We were told stories, weren’t we? We’ve all experienced someone reading “Once upon a time…” to us. Some of those stories had morals. Others didn’t. Some were just nice, fun stories, while others were cautionary tales. But, any time we heard a story it usually made us feel uplifted. It engaged us.

Listening to stories has been ingrained in us from childhood. They never fail to elicit a response. So why wouldn’t you translate that into a conversation with your customer? Why not use that tool in your customer’s buying journey?

There is a reason you read books to a child. It not only helps their mind develop, but it also helps them visualize what’s happening. It helps them see you. And that’s exactly what you need to do when marketing your company’s offerings.

You need to tell stories to your customers. While I don’t think you should be starting your B2B stories with “once upon a time,” stories are important to your marketing. (But, you never know – there may be a fun opportunity to do that!)

Stories for Scientific Marketing

For those of you who are used to straight scientific marketing, you’d be surprised at how successfully you can use stories. The whole point of storytelling is to engage your audience and help them along the customer journey.

Your job is to tell customers the story around why you have this product or service, why you are the company they need, and how you engage with your customers. What this does for your customers is this: it allows them to get to know you – and understand how your products/services can help them.

Actually, you’ve already started telling stories on your website. You tell your company story through the history of your company. You tell stories of how your product works on the main pages of your website and through case studies. It’s from those key pages that customers really get engaged and move forward.

How We Tell Stories

As marketers, we started telling stories a long time ago. Over this past year, with the lack of trade shows we’ve moved into a more strongly focused digital marketing world, making storytelling an even more important tool in your marketing toolbox.

Here are two ways we’ve helped science marketers tell their stories in the past year.

Explainer Videos

One word: YouTube.

How many times have you needed to know how to do something, and your first thought is “Oh let me go to YouTube?” All the time, right?

Well, it’s the same for your customers. They are used to learning through short videos. This is a perfect opportunity to use short explainer videos to tell a story about your products or services. Explainer videos can be made in a variety of ways.

For one of our technology customers, we created two different explainer videos. The first video focused on the product. This video featured a voice-over narrator walking the customer through their Analytics product, what it does, and how it improves a customer’s business.

The second explainer video we made for this client – while it does focus on a product – talks more about what the value of the product is. In this case, what a validated SaaS product means for a regulated industry and how it helps companies. This video features a combination of voice-over narration along with the friendly face of the VP of sales and marketing telling the story of how this service will benefit the customer.

Virtual Tour Videos

Customers are also used to exploring lengthy topics through video as well. One of our clients wanted to tell their story through a 360-degree tour of their pharmaceutical plant. A tour is going to be far longer than an explainer video. At around ten minutes long, it provides a way for them to tell their story about what they do and how well they do it.

During the pandemic, pharma plants are locked tight. (And pandemic aside, pharma companies don’t really want anyone in their plants at any time.) Since outsiders could not be allowed onsite to film a video, we needed to get creative.

Using remote video capture via an iPhone and a lavalier mic, they took their customers on a tour of their facility – through multiple labs, instrumentation, and warehouses. We added B-roll to their facility video to create a way for our client to tell a complete story to their customers.

Enhance the Journey

It’s important to tell a story – and it’s even more important to tell stories that meet the needs of your customers along their buying journey. But, don’t forget to enhance their journey with supplemental marketing assets.

Be sure you include why they should buy your product – and show them the value of your product. Show them what it will mean for them at the end of the day. Make sure that the story you tell is engaging and that the customer can see themselves using your product.

Yes, our world is very scientific, but when people go to your website they need to know that you understand who they are and the challenges they face. Storytelling enables you to do that.

If you need help telling your stories, give us a call!

Posted by Debra Harrsch on Apr 30, 2021 in Advertising, Brand Strategy and Design, Digital Advertising, Integrated Marketing, Marketing Automation, Marketing Content, Marketing Strategy, Social Media, Website Strategy | 0 comments

How to Implement Integrated Marketing in Your Organization

by Debra Harrsch

Marketing covers a lot of territory these days, and it’s easy to get confused about what you should do and when – never mind the abundance of tools to help you execute your ideas. Perhaps more important than making all those individual decisions is launching your marketing activities with an integrated marketing approach.

An integrated marketing approach ensures that you provide a consistent experience with your brand to your customers. Think about it. If you deliver multiple messages across marketing channels, you’ll confuse your customers instead of achieving brand awareness or the leads you need to meet your revenue goals.

Integrated marketing always starts with your messaging

Whether you’re selling a product or a service, marketing always starts with your messaging. Your messaging must be targeted and remain consistent across every marketing channel from your website, to email marketing, to advertising, to social media, and across all of your content assets. It’s not until you have the messaging for all your buyer personas nailed down that you build out the engine to drive your marcom plan.

Building an integrated marketing plan

I love analogies, and I think about integrated marketing plans in terms of a car engine. There are many moving parts in a car engine, and we all know that a car will not work if a part of your engine is either missing or not working properly. You can’t move forward if every part of that engine isn’t running smoothly.

The same thing is true of integrated marketing plans.

You’re building a marketing engine to accelerate your business. In creating your marketing engine, you’ll need to assemble all your marketing choices and assets into a cohesive plan. You want to make sure all parts of that engine – from your social media and website to your white papers, case studies, videos, and podcasts – are working together to propel your business forward.

And you need to remember that while you can build an engine, you can’t expect it to drive anywhere unless you maintain it. It will need oil and gas (or electricity), and it will need to be monitored and tuned-up periodically.

Marketing is the engine that will take your sales team to where they need to be

You’ll maintain your marketing engine based on shifts in market trends and on what your sales team is saying. The business development team is closest to your customers. Because the marketing department isn’t always in the room when sales is doing their pitches, it’s essential to have ongoing conversations with them. Open communications allow you to understand what sales is seeing and what kinds of questions the customers are asking. One of the most beneficial moves any marketing department can make is to work together with the sales team.

(I find that going to trade shows with our customers and listening to them pitch is incredibly important, and it helps laser-target their marketing campaigns.)

Engine building sounds complicated

Do you need to build a turbocharged marketing engine to get started?

No. I think the best integrated marketing plans start simple and grow from there. We don’t start with a Lamborghini. We begin with a little Honda Fit. Marketing engines need to start simple, and then you can keep upgrading the plan. We do get to the turbocharged engine, but that level of work isn’t going to happen in a few months.

As you are building your marketing plan, you’ll need to keep in mind that you may need to create multiple engines. This will be the case if you sell into different markets or deliver products or services with a complex buying process (for example, many people in a company are involved in the buying decision). In these cases, you’ll need to build engines that speak to the different personas involved in that process. For instance, if the chemist, the IT department, and procurement are involved, you’ll want your brand messaging to address each of those people and their unique challenges or concerns in your marketing.

The point is to put the most efficient and robust lead-generating engine together. To do that, you need to review your assets, figure out where you are, and figure out what has to change. Ask yourself if there is anything that needs fixing, if you need to add assets to your mix, or if you need to repurpose older content?

What’s in a plan?

We know that the engine parts include all your marketing elements like social media, website, white papers, blog posts, case studies, videos, podcasts and ads, etc. But, it doesn’t just include the elements themselves. It also includes where you are placing those elements.

For example, you may decide to use print and digital ads to target that chemist I mentioned above. The marketing action isn’t just a matter of developing the creative for the ads.

When you use an integrated marketing approach it means that the ad in question has the right messaging for the chemist’s stage in the buyer’s journey, along with a landing page which completes the marketing message in the ad – and drives the chemist through to a back-end asset (such as a white paper) that moves them forward on their journey. It also means that the ad creative may be used in social media, and that the white paper may be developed into a blog post and organic social media content to drive the chemist to the landing page and white paper.

Do you see how by keeping your messaging tight and assets working together, you are able to explain the full story of your product or service to your customers and help them in the journey to buy? You’re also able to re-use and repurpose your marketing assets, which can help your budget stretch further.

Everything works together and drives leads

Let me share a case study with you. We have a software client who has seven distinct vertical markets. Those range from highly regulated pharma to oil and gas (O&G) to food and beverage (F&B). We need to build integrated plans for each of those verticals, so we treat them as separate engines.

When we built the plan for the pharma vertical, for instance, we didn’t just look at building ads. We built a messaging platform for the personas in that vertical. And then we built the assets for that vertical. In this buying process, there are multiple personas. They have a chemist and a senior lab director who both need to solve a scientific problem. There is an IT department that has to integrate the software with other internal systems. And there is the procurement office which is not intimately involved in the science.

Expanding this thinking across their business for each vertical’s plan, we created ad campaigns to use across all of their marketing opportunities – from Google display ads to digital and print publication ads, to podcast and webinar sponsorships. We also created videos, white papers, case studies, brochures, tech sheets, and PR based on new offers that have been launched in each vertical. We made sure that all of these elements worked together across every channel, from advertising to social media to trade journals to audio and visual media.

When we built their campaign for the year, that campaign flowed throughout all six verticals. It looked slightly different for O&G than it did for pharma, but it has the same theme and the same energy driving it forward.

(You may not realize it, but ad campaigns have longer legs than you might think. You don’t have to change your ad campaign every year. I know people will say to me, “oh, you know, we’ve seen that for a while.” Yes, maybe you’ve seen it for a while, but your customers/prospects may not have.)

The result?

Last quarter we generated more than 1,600 leads with 55 requests for demos and an RFQ from our digital pharma campaign. In addition, we had 64 Google search phone calls last quarter requesting demos.

Keep it running and producing leads

And just like tuning up an engine – to keep your plan operating smoothly and getting you everywhere you want to go – you need to run diagnostics on your marketing actions and measure performance.

When you’re measuring your ROI, keep in mind that the challenge in marketing is people need to see things six to eight times before they react to it or remember it. Your ROI may in fact be attributable to several of your activities. For example, you may not know if the first ad you ran made the difference or if it was the non-promotional thought leadership article that ultimately drove the lead conversion – or if it was a combination of four or five different marketing actions you took that made the difference in your prospect’s mind. This is why it is called a buyer’s journey, moving from “aware” to “consider” to “buy.”

Drive your business forward with integrated marketing

Marketing’s job is to produce leads to help propel your business forward. But, to drive anything forward, you need an engine. That engine is your integrated marketing plan.

If you need help developing an integrated marketing plan to drive your business forward, give us at call.

Brandwidth Solutions serves the healthcare, life sciences, technology, and contract pharma industries. We work with companies that want to make the most of their marketing – that want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

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