As marketers, we are constantly seeking new ideas, methodologies, and tools to optimize our campaign effectiveness and ultimately drive growth for our business. Our task is made even harder, given that our target customer is perpetually inundated with advertisements and solicitations on a daily basis and has increasingly become immune to traditional marketing and sales tactics. The old marketing playbook is officially dead! Out of this digital reality we all live in; a new revolution has begun that offers up a much more effective, affordable and authentic way of marketing – Inbound Marketing. Inbound marketing is equal parts art and science, and is predicated on ‘pull vs. push’ tactics. In this presentation from C&EN Media Group's science marketing event, The Market Element agency will share their first-hand experience on how they apply, integrate, and execute on inbound marketing elements for successful campaign outcomes for our clients. Presenters: Chuck Miller, President, The Market Element Andrew Sober, Director of Marketing, The Market Element

1. Presented by: Chuck Miller and Andrew Sober @ The Market Element
THE MARKET ELEMENT
A CASE STUDY IN SCIENCE MARKETING:
7 ELEMENTS OF A
SUCCESSFUL INBOUND
CAMPAIGN

2. The events depicted in this case study
took place in the recent past.
At the request of the “survivors”, the names have
been changed. Out of respect for their privacy,
the rest has been told exactly as it occurred.
TRUE STORY

3. OUR CLIENT
Global Scientific Instrument Manufacturer
Used in Academia, Government and
Industry
Established Market Leader by Performance
and Install Base

4. THE MISSION: NEW PRODUCT LAUNCH
NEXT GENERATION
INSTRUMENT
BREAKS COST, SIZE
AND PERFORMANCE
BARRIERS
UNLOCKS NEW
APPLICATIONS
ANNOUNCED AT SCIENCE
CONFERENCE

5. BUILD AWARENESS
PRODUCT EDUCATION
CONVERT LEADS
GENERATE SALES
THE CLIENT’S NEEDS

6. PRODUCT LAUNCH CAMPAIGN
CONTENT DEVELOPMENT
DRIVE TRAFFIC
CONVERT LEADS
NURTURE LEADS TO SALES
NOBEL PRIZE AWARD WINNER!?
ENTER THE MARKET ELEMENT

7. Building
Awareness
Product
Education
Generate
Sales
CLIENT NEEDS THE OBJECTIVE OUR TACTICS
Content
Digital Ads
Social
Media
SEO
Email Blast
Press Release
Events
Content
Retargeting
Content
Automation
Promotions
THE CAMPAIGN
Nurturing
Emails
Webinar
Generate Traffic
Capture
Leads
Close
Deals

8. 7 ELEMENTS OF AN INBOUND CAMPAIGN
RESEARCH
(Re)
PLANNING
(Pg)
PLATFORM
(Pm)
CONTENT
(Ct)
DESIGN
(Dn)
PROMO
(Po)
MEASUREMENT
(Mt)

9. “Research Academic” Ted
“Classroom Academic” Oscar
“QC” Lucy
“Process Engineer” Pete
“Forensic” Francis
BUYER PERSONAS
What We Answered...
Who are the users, influencers,
and decision makers?
What are the pain points?
What are their applications?
Applying the Science...
Lead Scoring
Form Questions
Database Segmentation
RESEARCH

10. PLANNING
Goal Setting
Platform Configuration & Reporting
Promotion Plan
Editorial Calendar
New Content Development
Campaign Offers
PRODUCT
LAUNCH
CAMPAIGN

11. Landing Pages
Analytics
Contact Database
Email
Social Media
Blogging
SEO
PLATFORM
PersonasMarketing
Automation

12. Awareness
Education
Decision
Close
Research
Academic Ted
Classroom
Academic Oscar
QC Lucy
Process
Engineer Pete
Forensic Francis
Website Pages
Application
Notes
Brochures
Webinars
Blog Posts
Testimonials
Performance
Application
Potential
Competitive
Comparison
Economic
Ease-of-Use
BUYER’S
JOURNEY STAGE PERSONAS FORMAT MESSAGE
CONTENT
Content Needs Context

13. RESEARCH INFLUENCED DESIGN
DESIGN DIRECTION
DESIGN APPLIED TO
Visual Marketing
Brand Familiarity
UI/UX Friendly
Buyer Personas
Trends in Science Marketing
Product Logo
Brochures
Landing Pages
Email
CTA Buttons
Presentations
Advertising
Social Messages
DESIGN

14. MONTH 1 MONTH 2 MONTH 3
Email
Social
Paid Ads
Events
Content
Nurturing Workflows
Brochure Launch
Individual Outreach
Webinar Invite Webinar Reminder
2-3 Posts/Week
LinkedIn Inmails
Sponsored Posts Sponsored Posts
AdWords Search Ads
Print Ads
Display Ads
Science Conf. Booth
Live Workshop
Live Demonstrations (By Request)
Brochure Webinar
Launch Video, PR
2-4 Blog Posts/Month
LinkedIn Inmails
PROMO
3-Month Promotion Snapshot

15. MEASUR
EMENT
Visits
Marketing Qualified
Leads
Customers
Leads
10s
1,000s
100s
100s
Campaign Results (Launch to Present)
7.5%
32%
8.3%

16. DO YOUR RESEARCH.
SHAPE CAMPAIGN TO YOUR AUDIENCE.
EMBRACE THE POWER OF AUTOMATION.
MEASURE THE RIGHT METRICS.
SET UP THE SALES TEAM FOR SUCCESS.
KEY TAKEAWAYS

17. THANK YOU