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 at Nanotemper, Jocelyn Davé. Jocelyn has brought her experience from leading demand generation at a technology company to the scientific world. We discuss what she has learned from implementing an analytics and marketing measurement culture, and how Nanotemper prepared for GDPR.
Nanotemper is a protein characterization company headquartered in Germany. As head of marketing, Jocelyn’s day includes reviewing the pipeline generated versus marketing goals; checking in with the marketing team review progress to goals; ensuring that the company is executing on the right programs for the business; and finally, reviewing what other industries/verticals could possibly use the technology.
Deciding on what marketing they should continue doing, and what to stop, is guided by the use of a dashboard. This is reviewed on a daily basis to see what opportunities were generated for the sales team. This led us into a discussion on terminology for sales processes, for example MQLs (‘marketing qualified leads’).
We discuss the reporting dashboard in depth, and how this sits in the context of the marketing technology mix that the company deploys. Jocelyn recommends using as few tools as possible because it takes a person to manage each individual technology.
We talk about the impact of different social channels for life science instrumentation companies. Which leads us into a discussion on the different perceptions of scientists and those in other industries with regards to marketing. Joceleyn describes her journey into scientific marketing, via the technology industry, having started out at the bench.
I was encouraged to hear that there was little resistance from Nanotemper about introducing an analytics culture. Jocelyn made it clear prior to joining the company that she would be a data-driven marketer. She describes the process to set up the systems and data flow to get analytics she can trust. We then explore her biggest learnings from this experience.
We explore how the company evaluates the impact of their marketing efforts. Including how best to engage the C-suite in the outcomes from marketing. This leads into a conversation about how to measure brand awareness, and the impact of offline marketing, like trade shows.
Two hot topics for scientific marketers are how to handle GDPR and attribution modelling. We talk about both in depth. Finally we explore Jocelyn’s marketing failures and successes and how people should learn from past experiences.
Listen to this podcast to learn more about using marketing data to optimize your marketing success.
You can connect with Jocelyn Davé on LinkedIn. She’d love to hear from you.