Image Credit: Francis Crick Institute
Over 70 scientific marketing managers gathered from all around the UK at the Francis Crick Institute for a morning of insights around digital marketing strategy in life sciences.
The roadshow began with Dr. Ian Birkby discussing the story of how AZoNetwork has evolved from the idea of sharing science stories with people who can make a difference.
Ian shared great examples of how fascinating research can be brought to life using effective storytelling techniques.
The Human Microbiome – Professor Jack Gilbert, Director of the Microbiome Center discusses a new potential fingerprint in forensic evidence.
A Story of innovative Molecules – Sir Fraser Stoddart, Nobel Laureate and Director of the Center for the Chemistry of Integrated Systems at Northwestern University discusses cyclic compounds and slow release mechanically interlocked molecules.
Understanding Cellular Processes with Single Molecule Studies - Nobel Laureate in Chemistry, Professor Moerner of Stanford University expands on his research in single molecule optical nanoscience.
Benefits of Compact MRI - Dr. Bernard Siow, Director of the MRI Unit at the Crick discusses the benefits of diffusion MRI and how it is used in research for cancer and neurodegenerative diseases.
Following on from the thought leadership series, we then looked at examples of Life Science Marketing Strategy and how to create content for each stage of the buyer’s journey.
Head of Content, Mychealla Rice discussed what makes great content and demonstrated research showing how application based article content far outperforms product pages in terms of traffic. However, she went on to explain that although product based content generates less traffic, it converts leads at a much higher level. Mychealla also provided useful tips for improving CTAs (calls to action) as well as links to a useful content creation template.
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Kris Walker, Chief Videographer then stepped up to discuss how video can be used as part of your inbound strategy. The message was clear: With the correct preparation in the storyboarding, scripting and distribution plan, the editing and post-production will seamlessly fall into place!
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Digital Marketing Specialist, Stuart Milne then discussed the resurgence of email marketing and how to successfully execute ultra-targeted campaigns that hit the mark with your audience. Strategy, segmentation and design are the three pillars of any effective email campaign.
Web Services Manager, Dave Cockett was as popular as ever as he dispelled some of the myths and misconceptions which have stigmatized SEO over the years. Dave shed some light on the recent expertise, authoritativeness and trustworthiness (EAT) update which has seen many sites penalized in the SERPs. He also discussed the SEO tools and top tips which he uses to gain remarkable improvements with clients.
Franky then rounded off by demonstrating the importance of bringing your marketing and sales data together in one system in order to measure success and prove ROI. He highlighted the importance of a 360 degree single customer view and gave an insight into how to implement automated lead scoring and distribution.
Then Hal Collier from International Gas Detectors was on hand to share the challenges faced by B2B marketing managers in an ever changing digital landscape.
If you missed the roadshow or have any questions about Life Science Marketing, please contact us today or learn more by watching the Content Marketing for Life Sciences Webinar.