Persuading Scientists—Marketing to the Worlds Most Skeptical Audience
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Persuading Scientists—Marketing to the Worlds Most Skeptical Audience

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Scientists are a difficult audience to persuade—driven by curiosity, yet cautiously skeptical. In this session, Michael Long provides a model for achieving highly effective content marketing ...

Scientists are a difficult audience to persuade—driven by curiosity, yet cautiously skeptical. In this session, Michael Long provides a model for achieving highly effective content marketing results. Based on the book published with the same title, Long presents the basic decision-making patterns of scientists and provides a step-by-step approach to building content marketing strategies that resonate with scientists by solving the most fundamental challenge in life science marketing—overcoming skepticism.

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Persuading Scientists—Marketing to the Worlds Most Skeptical Audience Persuading Scientists—Marketing to the Worlds Most Skeptical Audience Presentation Transcript

  • 5.9.14 PERSUADING SCIENTISTS A GENERAL FRAMEWORK AND PRACTICAL METHODS FOR OVERCOMING THE NATURAL SKEPTICISM OF SCIENTISTS AND DOCTORS
  • TOPICS SEVERAL THINGS ABOUT LINUS PERSUADING SCIENTISTS PERSUADING ON THE WEB
  • Marketing science since 1997
  • We help company attract, nurture and convert the right customers to their brand.
  • We wrote the book on marketing to scientists.
  • We are writing the book on digital marketing to scientists. Target of One: using information to achieve a new level of efficiency and intimacy in science marketing. (December 2014)
  • PERSUADING SCIENTISTS
  • T H E P S Y C H O L O G Y O F T H E S C I E N T I S T CURIOSITY SUBJECTIVITYOBJECTIVITY SKEPTICISM
  • T H E P S Y C H O L O G Y O F T H E S C I E N T I S T CURIOSITY SUBJECTIVITYOBJECTIVITY SKEPTICISM CREATIVITY
  • T H E P S Y C H O L O G Y O F T H E S C I E N T I S T CURIOSITY SUBJECTIVITYOBJECTIVITY SKEPTICISM HYPOTHESIS
  • T H E P S Y C H O L O G Y O F T H E S C I E N T I S T CURIOSITY SUBJECTIVITYOBJECTIVITY SKEPTICISM VALIDATION
  • T H E P S Y C H O L O G Y O F T H E S C I E N T I S T CURIOSITY SUBJECTIVITYOBJECTIVITY SKEPTICISM FILTERING
  • EXPLORATION Scientist explores available paths forward. EVALUATION Scientist explores short list of products for chosen path. RECOGNITION Scientist has a need or sees an opportunity. THE BUYING JOURNEY C O N T E N T - C E N T R I C M A R K E T I N G
  • EXPLORATION Scientist explores available paths forward. EVALUATION Scientist explores short list of products for chosen path. RECOGNITION Scientist has a need or sees an opportunity. HYPOTHESIS VALIDATION CREATIVITY THE BUYING JOURNEY C O N T E N T - C E N T R I C M A R K E T I N G
  • EXPLORATION Scientist explores available paths forward. EVALUATION Scientist explores short list of products for chosen path. RECOGNITION Scientist has a need or sees an opportunity. HYPOTHESIS VALIDATION CREATIVITY THE BUYING JOURNEY C O N T E N T - C E N T R I C M A R K E T I N G PERSUASION Company promotes value proposition aligned with the leadership point of view. IDEAL CORPORATE MESSAGING STRATEGY EDUCATION Company provides background and content about the topic LEADERSHIP Company has a relevant point of view on topic of interest.
  • EXPLORATION Scientist explores available paths forward. EVALUATION Scientist explores short list of products for chosen path. RECOGNITION Scientist has a need or sees an opportunity. FILTERING PERSUASION Company delivers a value proposition COMMON CORPORATE MESSAGING STRATEGY PERSUASION Company delivers a value proposition PERSUASION Company delivers a value proposition THE SCIENTIST’S BUYING JOURNEY C O N T E N T - C E N T R I C M A R K E T I N G FILTERING FILTERING
  • M E S S A G I N G A R C H T E C T U R E EDUCATION TOPICS CORE VALUE PROPOSITIONLEADERSHIP MESSAGES Provoke the target with a relevant point of view. Satisfy their curiosity and nurture them with impartial content on the topic. Persuade the target with a well supported value proposition.
  • M E S S A G I N G A R C H T E C T U R E EDUCATION TOPICS CORE VALUE PROPOSITIONLEADERSHIP MESSAGES Your website(s) SEO LinkedIn Social Facebook Twitter Google+ OUTBOUND MESSAGES Owned Media @ INBOUND CHANNEL Nurture Channel Marketing pages @ Paid Media @ Provoke the target with a relevant point of view. Satisfy their curiosity and nurture them with impartial content on the topic. Persuade the target with a well supported value proposition.
  • PERSUADING ONLINE
  • M E S S A G I N G A R C H I T E C T U R E EDUCATION TOPICS CORE VALUE PROPOSITIONLEADERSHIP MESSAGES Your website(s) SEO LinkedIn Social Facebook Twitter Google+ OUTBOUND MESSAGES Owned Media @ INBOUND CHANNEL Nurture Channel Marketing pages @ Paid Media @ Provoke the target with a relevant point of view. Satisfy their curiosity and nurture them with impartial content on the topic. Persuade the target with a well supported value proposition.
  • Your website(s) INBOUND CHANNEL Nurture Channel Marketing pages @
  • I D E A L L I N E A R S A L E S C Y C L E EDUCATION TOPICS CORE VALUE PROPOSITIONLEADERSHIP MESSAGES Provoke the target with a relevant point of view. Satisfy their curiosity and nurture them with impartial content on the topic. Persuade the target with a well supported value proposition.
  • A C T U A L A S Y C H R O N O U S S A L E S C Y C L E EDUCATION TOPICS CORE VALUE PROPOSITIONLEADERSHIP MESSAGES Provoke the target with a relevant point of view. Satisfy their curiosity and nurture them with impartial content on the topic. Persuade the target with a well supported value proposition.
  • M A S S I V E L Y P A R A L L E L A S Y C H R O N O U S S A L E S C Y C L E S
  • STEP #1: CATEGORIZE YOUR CONTENT BY PHASE FORMATSAUDIENCE PERSONA 1 TOPIC EDUCATIONAL PAPER—Repurposed content based on chapters of the Shoolery NMR book. 1000 Words TECHNICAL POST—Background post explaining tech- nology to both casual & expert users. 500 words OPINION POST—Opinion piece on latest industry trends. 4000 word primer WRITTEN INTERVIEWS—Spotlight on or 3rd Party scientist based on 30-min interviews TECHNOLOGY REVIEW—Literature highlight through the lens of the technology APPLICATION REVIEW—Literature highlight through the lens of the application. 500 word article VIDEO HOW-TO SERIES—Regular“myth busters”video tutorial series. CURATED EDUCATIONAL VIDEOS—Categorized, high-quality YouTube and Vimeo videos related to NMR. “MY NMR CAVE”—a user generated bragging wall of new NMR installations. “MRI MY LUNCH”—an Agilent-generated puzzle where readers need to guess the identity of the image. LINKEDIN CROSS-POSTING—Targeted publishing of se- lected SPINSIGHTS content into relevant LinkedIn groups. PERSONA 2 NMR Methods for small molecules NMR Methods for small molecules NMR software for conducting small molecules experiments Protein NMR probe development Protein NMR Protein NMR NMR in general NMR in general NMR in general NMR in general NMR in general # PER YEAR 8 12 4 12 4 8 0 24 0 0 16 COMPLEXITY LOW LOW TO HIGH LOW TO HIGH MEDIUM HIGH LOW LOW LOW LOW LOW LOW TO HIGH STAGE EDUCATION EDUCATION LEADERSHIP EDUCATION LEADERSHIP PERSUASION PERSUASION EDUCATION EDUCATION EDUCATION EDUCATION
  • STEP #2: TRACK CONTENT CONSUMPTION OF INDIVIDUAL USERS L E P L E P L E P L E P
  • STEP #3: SHOW CALLS TO ACTION BASED ON CONTENT CONSUMPTION PATTERNS
  • The Linus Website + STAGE CTA LEADERSHIP SUBSCRIPTION EDUCATION WEBINAR BOOK OFFER BLOG CONTENT PERSUASION CONSULTATION TRAINING
  • S U M M A R Y EDUCATION TOPICS PERSUASIONLEADERSHIP MESSAGES Provoke the target with a relevant point of view. Satisfy their curiosity and nurture them with impartial content on the topic. Persuade the target with a well supported value proposition. 1. Structure your messaging around the scientist’s buying cycle. 2. Track content consumption patterns as lead profile data, act accordingly. L E P L E P L E P
  • DISCOVERY CONSISTS OF SEEING WHAT EVERYONE ELSE HAS SEEN AND THINKING WHAT NO ONE ELSE HAS THOUGHT. ALBERT SZENT-GYORGYI