Lab Automation
Why is account-based marketing attracting attention in the life science sector?
By Dr Paul Avery, Managing Director, and Craig Townsend, Director of Sales and Marketing Services, BioStrata
O
ver the last year we’ve seen a surge of interest in account-based mar- keting (ABM) within the life science sector, especially among drug dis- covery companies. Rather than taking a broader, blanket approach
like many traditional marketing strategies, ABM is laser-focused, targeting a small number of high-value prospects in order to maximise marketing efficien- cy and return on investment. The concept of ABM isn’t new – it’s been around for decades. However, the
recent explosion of marketing automation software has been a key driver behind this increased interest. These systems automate a range of processes, from discovering new prospects and managing account-specific remarketing campaigns, through to scheduling automatic sales follow-ups and improving cross-department collaboration. This makes it more cost-effective than ever for life science businesses of all sizes to adopt an ABM approach. Successful ABM relies upon personalising your marketing at the level of indi-
vidual company accounts. This improves engagement and results, as your mes- saging can be tailored to meet the unique needs, goals, challenges and market sit- uation of each customer. ABM also requires close alignment between sales and marketing, as these teams must communicate consistently with prospects at each stage of their buying journey to effectively build awareness, interest and trust. So, is ABM right for your company? As always, the right strategy depends
on your goals and market situation. Many companies also combine ABM with other approaches, such as inbound marketing and public relations, to increase their overall chances of success. In a future where life science customers increasingly expect a personalised
approach, we anticipate that more organisations will leverage ABM. However, to get the best results, it’s important to carefully assess your goals, needs and resources before getting started. To learn whether ABM could benefit your business, get in touch with our team for a free consultation – visit:
http://bit.ly/DDWBioStrata
Helen Stewart-Miller is Director of PR Services and Dr Richard Massey is a science writing consul- tant at BioStrata, a life science specialist marketing agency. The company’s growing team in Cambridge (UK) and Boston (US) includes a signif- icant number of people with deep scientific experi- ence and knowledge. The agency offers a range of services from strategy, branding and message development through to content creation, creative design, digital marketing and public relations.
22 Drug Discovery World Winter 2018/19
without requiring a certain amount of program- ming,” says Maryann Shen, Automation Solutions Marketing Manager at Agilent Technologies. “Some of the recent instruments include pre-pro- grammed workflows with a user-friendly interface making it easier and more routine for laboratory technicians at all expertise levels to operate. These systems also include pre-programmed utilities, such as normalisation, serial dilution, reformatting and other typical liquid handling tasks.” Ensuring a low barrier to operation is critical for
maximising the efficiency gains automated systems offer. As such, many instrument vendors have tried to minimise usability challenges by placing an increased focus on providing training and support. “Some scientists are unaware of the resources
available to them once an instrument has been installed and the supplier is no longer on site,” says Mark Dupal, Global Portfolio Manager of Automation and Microfluidics, Applied Genomics, at PerkinElmer. “Access to support is incredibly important, and that’s why our team of field appli- cation scientists will spend the time to understand the researcher’s various workflows, provide appro- priate training and remain available as a resource.” The latest improvements in ease of use, along-
side the remarkable advances in low-volume preci- sion offered by modern liquid handling systems, are helping to enable the benefits of automation to be felt across a much broader range of drug discov- ery applications. These ongoing enhancements of automated liquid handling systems are driving improvements in the speed, accuracy and consis- tency of workflows right across the drug discovery pipeline.
DDW
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