In the first part of this series, I spoke with Guy Page of Pacific Biomarketing about how life science companies can take advantage of marketing automation to improve the buying experience for their customers and of course, generate more sales.
In this second part, Guy walks us step by step through setting up a campaign, creating the content that fuels the campaign, and making adjustments based on customer responses (or the lack of response).
Guy and I covered a lot of ground in this episode. We discussed:
- Why a well-defined persona will keep you from wasting time
- Using content to have a conversation with your customer
- How to test your message before investing a lot of time in a substantial piece of content
- What to do when someone doesn’t respond to your offer
- Why you need to understand in advance the reasons someone might not want your offer
- How to think about content creation in an efficient way
- When to hand a lead to sales and when you might never need to
Pacific Biomarketing (Watch the video on automated campaigns)
About my guest:
Guy Page has a PhD in genetics from the University of Washington. He has extensive experience, both as a scientist at the bench, and as a marketer in the life science business. He is currently the principle at Pacific Biomarketing, where he helps life science companies achieve their sales and marketing goals through practical, actionable solutions.