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
Our Sponsor: ACP-LS
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