My approach to marketing excellence starts with the brand, which I treat as a marketable asset. Without a solid framing of the brand vision and how it delivers differentiated value it’s challenging to drive top line growth. Effective branding can help influence purchasing decisions, enables better media spend efficiencies, and improves adoption of future innovation. For a brand to succeed, it needs a personality and a voice that resonates with the target market. This is where solid market research is critical, and where I have a great deal of experience. And, this research helps connect the brand to the development of effective campaigns and product strategy.
Your company’s brand equity is impacted with every interaction your customers have with your brand. The question is whether your customers are experiencing a positive or negative engagement with your brand. I’ve helped companies increase brand equity by building brand awareness, effectively communicating the value of the brand, and driving programs to increase brand loyalty.
Developing Effective Content and Targeting Through Deep Customer Insights
To develop impactful and effective content, you need to deeply understand your customers’ behaviors, attitudes, perspectives and needs. And, not all customers are alike. Building persona-specific profiles is critical not only to developing effective messaging but to also know which channels to efficiently reach them.
If you’re looking for a marketing leader who has extensive experience in qualitative and quantitative market research to understand these factors, then let’s talk. I’ve led internal marketing teams and third party external market research firms at multiple organizations to properly frame messaging.
In addition to developing messaging, deep customer insights are also needed for the creative process. For example, understanding the ideal emotional appeal as well as which colors and hues resonate best by persona is critical to designing an ad that drives the optimal response rate.
Direct-to-Patient/Consumer Media Spend Optimization
Fact-informed messaging and creative development can help drive media spend efficiencies by improving lead and sales conversion response rates of particular campaigns. However, optimizing the total annual media spend across all channels requires deep understanding of the performance of each channel, particularly in direct-to-patient/direct-to-consumer marketing channels.
Conducting regression analysis of historic lead and sales performance can help provide some insights, but to optimize a future media send requires a deeper understanding of the dynamics of the omnichannel (such as impacts that occur when adjusting the spend within a specific channel). Having managed large scale DTC media budgets across channels such as direct response TV, paid search, paid social, print, and radio I am a seasoned marketer who has developed programs to deliver improved media spend performance.
HCP Data-Driven Marketing
Delivering effective marketing campaigns to physician offices to optimize the Sales funnel throughput requires the same customer insights driven approach as direct-to-customer marketing. This includes qualitative and quantitative research to understand their attitudes, perceptions and needs as well as claims volume tools, such as IQVIA, to understand their diagnosis and prescription behaviors.
I have led and conducted deep market research leveraging IQVIA data across a number for disease states to not only help develop TAM-SAM-SOM analysis, but also to inform optimal sales territory mapping, account based share of wallet, and account prioritization.
Targeting B2B Customers
Marketing to B2B customers requires the same marketing excellence I noted above. To effectively market to this customer base, you need deep B2B customer insights to generate B2B customer personas.
And to drive the most efficient ROI, account based marketing (ABM) should be employed or at least seriously considered. That statement may seem a bit obvious but in my experience, there are sales teams that say they are leveraging ABM and there are sales teams that are tightly connected with their Marketing counterparts to deliver it. ABM requires a deeper level of marketing effort including research-based (hopefully outcomes-based) content development, total cost of ownership analysis and related sales enablement tools, and maximizing the value of the omnichannel to communicate the brand value and drive efficiencies int he B2B sales funnel.
Building and Effective Marketing Technology Stack
I would be remiss without noting the importance of the Marketing Technical (MarTech) stack to deliver results. I have seen very ‘comprehensive’ (code word for ‘complicated’) MarTech stacks, and I’ve seen incomplete stacks. Optimal Marketing results are driven by a clear understanding of business data and campaign effectiveness. This requires the right database and analytic tools as well as the optimal digital marketing platforms.
Of course, not all of the Marketing activity is related to data. Building creative content is key to campaign response rates which can’t be delivered without the right tools (both creative tools and collaboration tools).
I have experience reshaping MarTech stacks to help improve results and also reduce costs. If you’re having issues driving an optimal result from your MarTech stack, or worse yet, you’re not measure that ROI today, then let’s talk to discuss how I can help.
