Life Science Marketing Effectiveness Measurement Using Data
Amending a marketing campaign while it is running is crucial to keep it on track and to closely …
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Communications Measurement: Stop Doing The Stupid Stuff! Cost Per Lead Is All That Matters
Wondering how best to measure your PR efforts? Understanding that vanity metrics are irrelevant in communications measurement is …
Successfully Deploy Martech in Life Science: Focus on the People
Marketing technology (‘martech’) accounts for nearly one-third of a CMO’s marketing budget (Gartner). This is the single largest …
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People + Technology = The Winning Formula in Marketing Measurement
Welcome to the latest episode of the ‘Talk Life Science Marketing Analysis’ podcast. Here, we interview the VP …
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People + Technology = Winning Formula in Evaluating Marketing Success (Podcast Show Notes)
In this episode of the ‘Talk Life Science Marketing Analysis’ podcast, I interview the visionary VP of marketing …
Data-led Marketing: A Natural Fit For Scientists, But Not For The Faint Of Heart (Podcast Show Notes)
In this inaugural episode of the ‘Talk Life Science Marketing Analysis’ podcast, I interview my business partner Olga …
New Life Science Marketing Podcast
Covalent Bonds is launching a life science marketing podcast. In this podcast we explore marketing and media analysis …
Using PR Metrics & Reporting to Gain Credibility
Proving PR’s financial impact is one thing; communicating it effectively is another. Often PR metrics differ significantly from …
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5 Steps to Making Your Life Science Company Marketing Data-Driven
Adopting a Marketing Data Mindset Marketers report that demonstrating the impact of marketing on financial outcomes is their …
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Owning ‘the bond girls’ moniker for International Women’s Day
The team at Covalent Bonds are all women, so we informally call ourselves the ‘Bond Girls’, but we have never done so externally. We debated long and hard on whether we could use this name externally. Would we still be taken seriously? Are we doing ourselves a disservice by calling ourselves the Bond Girls? We even debated whether writing this blog was the right thing to do. Is this because marketing has suffered from a lack of quantifiable evidence of its success?
Making Marketing Decisions on Facts not Assumptions: Understand your Scientific Audience Using Primary Data
Truly understanding a customer requires us to know their behavior and drivers, and to talk to them in a language that resonates, not a language that you think resonates. This is where persona-development typically fails. Teams develop personas based on insights from the sales team and years’ worth of experience. In other words, they develop them on other people’s assumptions held about the audience, not on what the audience think and feel.
Choosing a life science marketing agency: Why it pays to look outside the biggest name agencies
So, the board has approved the appointment of a life science marketing agency, it is now up to you to draw up a short list of agencies to speak to. Most people start by asking their network who they work with. They look at who the big players have retained and pull together a short list.