Our Services
We provide Bioscience companies with the marketing expertise they need to be improve their commercial performance.
Lead Generation
Product Development
Marketing Strategy
Campaign Development
Marketing Health Check
Virtual Marketing Exec
Training

Lead Generation

As the CEO of a young company, you feel that marketing is just not producing the number of quality sales leads that you need to meet the company’s aggressive sales target and you know it’s going to be hard to meet investor expectations or raise the next round of funding without a convincing sales funnel.
  
Companies spend a lot of time and money creating awareness of their products and services and then jump straight to the sales pitch asking the customer if they want to buy the product. I call this the flasher approach and no customer wants to be faced with that!

Firstly let’s establish whether you’re talking to the right prospective customers, those that need your product so that you’re not dissipating energy and budget talking to everyone you possibly can just in case someone might buy your product.

Then we need to craft a marketing campaign that carefully leads prospective buyers along the buying journey from awareness of a need to an understanding of how your product can meet that need and finally persuades them to buy the product. I call this the stripper approach – significantly more subtle than the flasher approach.

With this approach you are attracting and engaging with the right sort of prospects, being more efficient in how and to whom you communicate about your product and thereby increasing your lead to sales conversion rate.

We help you to:
  • Ensure correct product positioning
  • Develop and test value propositions
  • Understand where the product is on the technology adoption curve and how you can use this to have the right conversations with customers
  • Develop compelling campaigns and execution plans (including content marketing, PR, inbound & outbound marketing).

Product Development & Launch

You’ve got a great, innovative technology and your R&D department isn’t short of new product ideas. You’ve been able to grow the business by bringing a steady stream of new products to market but now the cost of supporting them is starting to mount up and if you’re honest, very few have achieved significant market share.

Innovation should start with a rigorous understanding of who your target customers are and what they need. Customers aren’t interested in products or their features, they’re interested in what the products enable them to accomplish.

Customer insight is the key to developing and selling products that customers want and will pay for. By involving marketing when talking to customers early in the innovation and product development process, you will develop the right products to meet their needs, position them clearly to rapidly gain market share and ultimately reach the business objectives set out in the business plan.

We work with you to:
  • Identify customer needs (Market research)
  • Provide customer centric concept development
  • Identify the assumptions that need to be true to achieve the product vision
  • Develop and test minimal viable product concepts
  • Measure, analyse and iterate your leading concept
  • Develop the business case and business plan
  • Produce the product launch plan
  • Identify follow on marketing activities
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Marketing Strategy

You’ve been in the market for a few years now and won some key customer accounts but your market share is still low in a large, growing market. Your sales team blame new competitors that have entered the market. Growth in expenditure is starting to outpace growth in income so you need to act quickly.

Those first customers (the innovators and early adopters) who were impressed by the technology and happy to live with some of the quirks of your early product design make up only a fraction of the market. Once you’ve captured them you have to move on to acquiring the market majority who are less impressed with technology for its own sake but rather want to know how your product will enhance their existing operations. They are looking for evolution not revolution and they need to be reassured that they are not taking excessive risks when buying your product. They want to buy from a trusted brand, compare you to the competition and know that you will be around in the long term to offer service and support.

The types of conversations that you should be having with these customers are very different to the ones that you had with the early adopters and the tools that you need to market to them are different too.

We provide the skills to:
  • Assess the current market landscape, competitor positioning, customer segments and behaviour, and business performance
  • Develop the marketing strategy; articulate the vision and mission for the business, where and how you want to play, unique attributes of the company and its products
  • Translate strategy into a marketing program: the message you want to communicate, pricing strategy, channels, and promotional plans
  • Set measures of success: determine budgets and resources, critical success factors and key performance indicators
  • Perform scenario planning: understand and plan for future challenges
  • Develop your brand position that will give your company a unique, credible and sustainable position in the mind of your consumers, built on unsurpassed customer experience
  • Carry out customer experience mapping of every encounter and experience a customer has with your company to build brand value.

Campaign Development

Early customers love the product. You’ve had some success so you’ve ramped up your marketing and sales effort in anticipation of rapid growth but overall sales remain sluggish. You’re shifting units but it’s taking a lot of effort and you’re having to discount to get the sale. Not enough customers seem to be convinced of the benefits of the product.

There are 2 common factors that prevent customers from buying your product:
  1. You haven’t identified and clearly communicated what problem the product solves for your customers in a way that is compelling and unmistakeably different from other options available to them.
  2. You haven’t anticipated the level of inertia that needs to be overcome in order for customers to change to your product. Scientists in particular have set methods that they follow as well as years of historical data against which they would like to compare and evaluate their results. Change is difficult. Research suggests that if your product requires them to make 3 or more changes to their workflow, no matter how small, they are significantly more likely to stick with their current methods.

You need to understand the value that your product brings and communicate that in a compelling way as well as address the barriers to change by demonstrating how the product offers a significant advantage that will compensates for any disruption to their workflow. WIth this in mind you can bring it all together in a compelling marketing campaign.
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We work with your team to: 
  • Identify the customer problem to be solved
  • Perform situation analysis (competitor positioning, company dynamics, customer perceptions & behaviour)
  • Develop campaign messages & test these
  • Produce a customer journey plan (recognition, exploration, persuasion, post sales)
  • Construct a content and communication channel plan
  • Put in place metrics and measures of success
  • Develop sales tools that your sales force will use.

Marketing Health Check

You’re spending a significant amount on marketing activities; attending all the big conferences and event (which is costing a small fortune), you’ve built a new, better website and implemented a marketing automation system but the business just isn’t growing at the pace that it should. What should you focus on to turn things around?

There are a number of reasons why you’re not maximising you marketing effectiveness. Some of these include:

Marketing strategy – in practice the distinction between marketing and strategy has blurred.  A good marketing strategy should include a detailed assessment of the current market landscape, articulate the future vision and where the company wants to go and then build the more practical marketing programme on this with messaging, pricing and channels strategies.

Positioning and value proposition – do customers know where to find your product? What category do they expect to find it in (to use a supermarket analogy: is it in the chiller or on the shelf?), in other words is it positioned correctly? Do you have and can you articulate a compelling value proposition which communicates the value of your product to your target audience.

Campaigns – campaigns often focus excessively or even exclusively on awareness. The company makes a lot of noise about itself and its products but fails to engage the customer in a dialogue about the customer’s need. This customer conversation should lead them along a journey to the point where they commit to buy your product.
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Channels vs content – the company is more focused on the communication channel than on the content. It’s important to understand that the content is what your audience will engage with e.g. an article, webinar, infographic etc. while the communications channel is how customers will engage with the content e.g. through social media, email, conferences etc. Content should reflect the value proposition and should always come first and channel second.

Virtual Marketing Exec

You’ve got a small group of people in the marketing team; you've found a talented digital graduate and your junior marketer is doing a great job producing collateral. Some of the material is great but it just doesn’t seem to gel together very well. You’d like the expertise of a Marketing Director but you just can’t justify paying for someone full time.​​

We work with your marketers from a few hours a week to a few hours a month depending on your needs to deliver actionable marketing plans.

We can provide:
  • Marketing strategy
  • Campaign planning
  • Product launch plans​ and more.

Training

You’ve got a reasonable marketing budget and an enthusiastic marketing team. You hire marketing experts when you need them but you feel that your team would benefit from learning the skills that will allow them to apply this know-how themselves.

We run training workshops where we work together with your project and marketing teams on live projects so that they are able to translate theory into actual examples that have an impact on your organisation:
  • Marketing strategy
  • Campaign planning
  • Product launch plans
  • Positioning and messaging
  • Identifying customers and target markets
  • Content & communication plans.