You do need marketing.
If you’ve been in business a little while, you’ll have had some success finding customers — probably through trade shows and events. They seem like the best way to get the word out about your product. After all, you’ve got a whole lot of people all in the one place, all specifically there to learn about new advances in medical devices and biotech. In contrast, it can be hard to picture someone trying to find products they don’t even know about online.
But the truth is, before they ever get to a sales rep, today’s customer has done extensive research online no matter what the product or where they learned of it. They may not be searching for specific products, but they are looking for solutions to problems.
Successful companies deftly anticipate these problems and produce a digital presence capable of capturing that person’s attention and associating themselves with the solutions to their problems. And even if they’re not finding you online initially, they’ll follow up a good trade show conversation by going straight to your website — but again, you need to hold their attention.
And once someone arrives, you must have a reliable process in place that will usher the contact toward the ultimate sale — rather than a poor or confusing offer that does nothing but encourage them to check out the competition.
If you’re thinking marketing doesn’t really apply to what you do, you might be right — if we’re talking traditional techniques like branding, print ad buys and billboards.
But the deeper goal of marketing is growth. And any company should want to grow, regardless of what you call the techniques you use to do it.
Consider what happens after that trade show meeting. Are you aware that 70 – 80% of the leads you meet at a trade show fall out of the funnel. Why?
- Lack of a firm process of converting pen and paper notes or business cards into a digital database
- Time constraints get in the way of personal follow-ups
- No CRM-based workflow to keep the conversation going
- Irrelevant or non-existing content on the website that doesn’t speak to the reader
These are just some of the things that hold companies back — and merely the starting point for us.
At Flawless Inbound, we’ve always operated with the idea that growth is the central focus of everything we do. The answer to the problem of growth? It’s a holistic approach that hits every angle of your sales process.
We’ve found the best strategy for reliably growing B2B companies is aligning sales, marketing, and service departments together as one focused whole that shares information and collaborates on ensuring customer success.
Saher Ghattas, Founder, Flawless Inbound
Sales, Marketing, and Service Alignment through a CRM
Life Sciences companies may get a lot of business from face-to-face interactions, but you’re missing out on significant business by neglecting your digital strategy. Again, no matter when it happens to be that they’re researching you, customers are doing their research. What our methodology has done for more than 70 B2B organizations is, first of all, to keep your company a part of that research.
How important is organic traffic? Paid traffic? Referral traffic? Traffic coming direct from a URL on a business card? It all depends on how you’re working to acquire it in the first place, and what you’re doing to handle it once it’s arrived. Crucially, it’s about looking at the data and responding to it — not just making assumptions and continuing as you always have.
Whatever got someone to your site, the website’s job is not simply to showcase your product over two pages and ask people to contact you. It should be filled with content that will catch your readers’ attention, encourage them to read more about their problems and your solutions, and show that you do indeed have the answers.
How Do You Share Those Answers?
This could mean anything from technical blogs, to video demonstrations, FAQs, to guides. This content marketing should be, above all, educational in order to demonstrate value and allow your customer to begin building trust.
As they begin to trust your company, they’ll eventually take an action to convert to a lead — or if they already are, indicate that they’re now marketing-qualified or sales-qualified. You’ll obtain information that helps segment your leads so you can approach each one with the most effective materials and pitches.
It’ll take time — but when you’re typically looking at a long sales cycle anyway in the Life Sciences business, that’s par for the course. And just more time for that trust to build. The crucial thing?
They keep coming to you.
Through Sales Enablement, we’ll help you understand what to do with your leads. Who’s most qualified to buy from you, and what’s the right approach? We’ll teach you how to blend together good old personal one-on-one contact with the power of automated communication and the information gathered in the marketing process to become the obsessively helpful partner that’ll nudge that lead over to customer.
Think it’s over just because you signed a contract? For B2B businesses, you’re interested in an ongoing relationship with every customer — but at any time, a customer could decide that a competitor is a better fit — or warn their peers about the bad experience they had.
With service enablement and its focus on facilitating customer success, you recognise the opportunity to cross sell, upsell, keep the customer happy, and turn them into an evangelist. Combine that with a united approach from additional marketing and sales outreach, and what you’ve got is a flywheel. Sales, marketing, and service each add repeated momentum to thrust the customer toward success
But most importantly? You’re in control.
The HubSpot CRM
The critical tool that makes it all work together in harmony is the HubSpot CRM. Using this, you integrate your website, your customer data, your communication, and even your customer service, into one comprehensive, cohesive engine.
Ready to jump in?
Let’s talk about your business, your customers, and what we can do to help you grow.