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A Case Study in Science Marketing: 7 Elements of a Successful Inbound Campaign

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As marketers, we are constantly seeking new ideas, methodologies, and tools to optimize our campaign effectiveness and ultimately drive growth for our business. Our task is made even harder, given that our target customer is perpetually inundated with advertisements and solicitations on a daily basis and has increasingly become immune to traditional marketing and sales tactics. The old marketing playbook is officially dead!

Out of this digital reality we all live in; a new revolution has begun that offers up a much more effective, affordable and authentic way of marketing – Inbound Marketing. Inbound marketing is equal parts art and science, and is predicated on ‘pull vs. push’ tactics.

In this presentation from C&EN Media Group's science marketing event, The Market Element agency will share their first-hand experience on how they apply, integrate, and execute on inbound marketing elements for successful campaign outcomes for our clients.

Presenters:
Chuck Miller, President, The Market Element
Andrew Sober, Director of Marketing, The Market Element

Published in: Marketing
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A Case Study in Science Marketing: 7 Elements of a Successful Inbound Campaign

  1. 1. Presented by: Chuck Miller and Andrew Sober @ The Market Element THE MARKET ELEMENT A CASE STUDY IN SCIENCE MARKETING: 7 ELEMENTS OF A SUCCESSFUL INBOUND CAMPAIGN
  2. 2. The events depicted in this case study took place in the recent past. At the request of the “survivors”, the names have been changed. Out of respect for their privacy, the rest has been told exactly as it occurred. TRUE STORY
  3. 3. OUR CLIENT Global Scientific Instrument Manufacturer Used in Academia, Government and Industry Established Market Leader by Performance and Install Base
  4. 4. THE MISSION: NEW PRODUCT LAUNCH NEXT GENERATION INSTRUMENT BREAKS COST, SIZE AND PERFORMANCE BARRIERS UNLOCKS NEW APPLICATIONS ANNOUNCED AT SCIENCE CONFERENCE
  5. 5. BUILD AWARENESS PRODUCT EDUCATION CONVERT LEADS GENERATE SALES THE CLIENT’S NEEDS
  6. 6. PRODUCT LAUNCH CAMPAIGN CONTENT DEVELOPMENT DRIVE TRAFFIC CONVERT LEADS NURTURE LEADS TO SALES NOBEL PRIZE AWARD WINNER!? ENTER THE MARKET ELEMENT
  7. 7. Building Awareness Product Education Generate Sales CLIENT NEEDS THE OBJECTIVE OUR TACTICS Content Digital Ads Social Media SEO Email Blast Press Release Events Content Retargeting Content Automation Promotions THE CAMPAIGN Nurturing Emails Webinar Generate Traffic Capture Leads Close Deals
  8. 8. 7 ELEMENTS OF AN INBOUND CAMPAIGN RESEARCH (Re) PLANNING (Pg) PLATFORM (Pm) CONTENT (Ct) DESIGN (Dn) PROMO (Po) MEASUREMENT (Mt)
  9. 9. “Research Academic” Ted “Classroom Academic” Oscar “QC” Lucy “Process Engineer” Pete “Forensic” Francis BUYER PERSONAS What We Answered... Who are the users, influencers, and decision makers? What are the pain points? What are their applications? Applying the Science... Lead Scoring Form Questions Database Segmentation RESEARCH
  10. 10. PLANNING Goal Setting Platform Configuration & Reporting Promotion Plan Editorial Calendar New Content Development Campaign Offers PRODUCT LAUNCH CAMPAIGN
  11. 11. Landing Pages Analytics Contact Database Email Social Media Blogging SEO PLATFORM PersonasMarketing Automation
  12. 12. Awareness Education Decision Close Research Academic Ted Classroom Academic Oscar QC Lucy Process Engineer Pete Forensic Francis Website Pages Application Notes Brochures Webinars Blog Posts Testimonials Performance Application Potential Competitive Comparison Economic Ease-of-Use BUYER’S JOURNEY STAGE PERSONAS FORMAT MESSAGE CONTENT Content Needs Context
  13. 13. RESEARCH INFLUENCED DESIGN DESIGN DIRECTION DESIGN APPLIED TO Visual Marketing Brand Familiarity UI/UX Friendly Buyer Personas Trends in Science Marketing Product Logo Brochures Landing Pages Email CTA Buttons Presentations Advertising Social Messages DESIGN
  14. 14. MONTH 1 MONTH 2 MONTH 3 Email Social Paid Ads Events Content Nurturing Workflows Brochure Launch Individual Outreach Webinar Invite Webinar Reminder 2-3 Posts/Week LinkedIn Inmails Sponsored Posts Sponsored Posts AdWords Search Ads Print Ads Display Ads Science Conf. Booth Live Workshop Live Demonstrations (By Request) Brochure Webinar Launch Video, PR 2-4 Blog Posts/Month LinkedIn Inmails PROMO 3-Month Promotion Snapshot
  15. 15. MEASUR EMENT Visits Marketing Qualified Leads Customers Leads 10s 1,000s 100s 100s Campaign Results (Launch to Present) 7.5% 32% 8.3%
  16. 16. DO YOUR RESEARCH. SHAPE CAMPAIGN TO YOUR AUDIENCE. EMBRACE THE POWER OF AUTOMATION. MEASURE THE RIGHT METRICS. SET UP THE SALES TEAM FOR SUCCESS. KEY TAKEAWAYS
  17. 17. THANK YOU

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