• Marketing and Branding

    Buyer Persona – Finding Your Target Audience

    A Buyer Persona is a fictitious character that represents the decision-maker or influencer within your customer base. This person has a name, interests, behavioral traits, goals, demographics, almost all the details to be a real person.

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  • Marketing and Branding

    What is SEO?

    Search Engine Optimization (SEO) plays a key role in your digital marketing, and if you don’t take the time to optimize it, you may very well be missing lead generation opportunities for your bioprocess business.

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  • Marketing and Branding

    Opt-In, Opt-Out, Opt-What?

    If you’ve decided to start email marketing, your first step is to start building your list. While you may already have a contact database of hundreds, or even thousands, of people, you can’t simply import all your contacts into your email list. Even if you’ve been working with them for years, you need to obtain their explicit consent to receive your marketing emails. This is referred to as “opting-in.” When building your list, it’s important to make sure that you are maintaining compliance with both the rules of your marketing platform and the laws of the country your business operates in.

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  • Marketing and Branding

    How to Create an Engaging B2B Blog

    Instead of simply viewing the “About Us” page or scrolling through your “Services” page, a blog gives viewers long-form content to engage with. They learn more about your company values, areas of expertise, and your services. Armed with information about your company, your audience will build trust with you and want to work with you.

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  • Bioprocess

    Takeaways from Bioprocessing Summit 2021

    From August 16th through 19th of 2021, Cambridge Healthtech Institute (CHI) hosted the 13th Annual Bioprocessing Summit in Boston, MA. With seven conference streams, a poster session, an exhibition hall, and a myriad of networking opportunities, this summit lived up to CHI’s billing as the “premier forum for industry leaders to share the latest research in bioprocess R&D, scale-up, quality, and analytics”.

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  • Marketing and Branding

    A Guide to Email Marketing for the Bioprocessing Industry

    A well-planned, strategically executed email campaign can enhance your brand and deliver conversions at a fraction of the cost of other strategies.

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  • Marketing and Branding

    Digital Engagement Channels

    Any modern business or brand has a wide array of digital engagement channels through which they can connect, inform, and listen to their audience. Let’s be clear, when it comes to your online presence, it’s NOT about clicks, likes, shares, or follows. What matters most is robust, meaningful engagement, and relationship building. Let’s go over some of the digital engagement channels you may be using or can use in your business today to connect and engage with your audience.

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  • Cultural Awareness

    Acknowledge. Advocate. Act.

    I remain confounded by the damaging and unproductive politicization of the COVID-19 health crisis that has struck many countries across the world, including my own. But I take comfort in the fact that many businesses, including yours, were early to act during the emergence of the crisis by implementing social distancing, work from home flexibility, […]

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  • Marketing and Branding

    Why You Can’t Be SEEN Until You SEE

    As a bioprocess brand, you are competing with many different brands to inform your customer. But if you don’t have their trust, then you’re simply in a race for fleeting attention. Understanding your smallest viable audience requires you to SEE your customer for who they are. Serving the smallest group of customers that can sustain your brand will ultimately grow your audience. Because you don’t just impact those customers you serve directly, but the customers THEY serve.

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  • Marketing and Branding

    Why Your Brand Matters

    Why does your brand matter? Simply because your brand is your reputation. Its essence is derived from your truth and your actions–how you show up in the world. Many of us engage with brands through their visual aesthetic; through logos, colors, typefaces, and design elements. This makes sense because these are the tangible aspects that we can see about a brand. But a brand is more than simply attractive color palettes and clever logos. A brand goes deeper

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  • Modern Medicine

    World Cancer Day

    Today marks the 20th #WorldCancerDay, a global initiative led by the Union for International Cancer Control (UICC). By raising worldwide awareness with campaigns like #IAmAndIWill, improving education, and organizing personal, collective, and government action, the UICC is reimagining a world where cancer is preventable and access to life-saving treatments is equal for everyone everywhere. While there is

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  • Marketing and Branding

    Happy Data Privacy Day!

    Every year on January 28 (Data Privacy Day), the National Cyber Security Alliance in North America holds an international event to create awareness about the importance of respecting privacy, safeguarding data, and enabling trust. Today more than ever, privacy is a hot top of discussion. A few

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  • Marketing and Branding

    Four B2B Holiday Marketing Tips

    It’s the most wonderful time of the year and we have 4 B2B Holiday Marketing Tips to help you close out the year right, like increasing your brand visibility during the holidays with holiday-themed content. Even though you are marketing to businesses, you are appealing to humans, so a festive holiday campaign will grab your prospect’s

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  • Modern Medicine

    Meaningful Progress in the Treatment of Breast Cancer

    Breast Cancer Awareness Month is a chance to raise awareness and remind each other about the importance of early detection. When breast cancer is detected early, and is in the localized stage, the 5-year relative survival rate is 100%. For those in need of treatment, several new therapies have been approved by FDA for breast

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  • Marketing and Branding

    Three Steps to Closing the Gap Against Your Top Competitors

    Typical small and mid-size suppliers rely heavily on tradeshows and occasional sales visits to promote their products. Even the best sales reps in the world are capacity-limited in their outreach, and they typically don’t have the time or training to properly segment their customers and tailor their message for most effective engagement. Engaging your customers and prospects consistently is best done through multiple channels

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  • Bioprocess

    Is the Bioprocess Supply Market Becoming an Oligopoly?

    Believe it or not, your company inspired me to launch my own business. Before I share my story, though, let’s look at some data. A recent market research article estimated the bioprocess technology supply market to achieve $44 billion in 2017 sales and reach $70 billion by 2021. With such robust growth ahead, it seems

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