Welcome to the latest episode of the ‘Talk Life Science Marketing Analysis’ podcast. Here, we interview the VP of marketing at Nanotemper, Jocelyn Davé. Jocelyn brings her experience of leading demand generation at a technology company to the scientific world. We discuss what she has learned from introducing a marketing measurement culture.
Marketing Measurement
Nanotemper is a protein characterization company headquartered in Germany. In this episode, 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.
How to Decide What Marketing Programs To do
Deciding on what marketing should be continued and what should be stopped needs great data. Nanotemper uses marketing technology and a dashboard to help make these decisions. We explore how the company evaluates both on and offline marketing channels, including trade shows, social and brand awareness.
Introducing an Analytics Culture
The episode explores how best to introduce a culture of metrics, analytics and reporting at your company. Covering topics from attribution modeling, marketing automation, CRM implementation to GDPR. It also describes the steps you should take to deploy the right systems. Finally, we come to the conclusion that it is the combination of technology and the right people that enable you to most effectively evaluate and report on marketing impact.
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