Navigating the Changing Landscape of Pharma and Life Sciences Marketing

In this episode of the B2B Marketing Excellence podcast, host Donna Peterson interviews Simone Bonino from Altair about strategies to grow industrial brands. They discuss the importance of understanding the market, knowing product USPs, and maintaining focus in go-to-market plans. Simone emphasizes the need for intuitive software solutions, addressing labor challenges, and the transition to smart factories. They also touch on the significance of branding and education in marketing. Simone shares insights on content creation, advocating for solution explainers using CGI or infographics to convey complex technical concepts effectively.

During this podcast we touched on- 

• Developing and delivering a global go-to-market plan for manufacturing solutions
• Differentiating Altair's manufacturing solutions in a competitive market
• Effective content creation and multimedia strategies
• Collaborative approaches for global marketing activities
• Knowing the market and understanding customer pains
• Identifying solutions' unique selling points and addressing customer pains
• Focusing on specific target personas and detailed strategy execution
• Differentiating Altair's manufacturing solutions in a competitive market
• Leveraging technology to address talent challenges and digital transformation
• Educating the next generation of engineers and building relationships through education

If you would like to continue this conversation, please feel free to contact Donna Peterson at dpeterson@worldinnovators.com.

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Guest Bio: Simone has over 30 years of experience in the PLM and manufacturing industry. As VP, Business Development, Manufacturing Solutions at Altair, he is responsible for developing, delivering, and supporting global go-to-market strategies for Altair's manufacturing solutions. He focuses on identifying scalable and proven solutions to replicate success across direct and indirect channels. 

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In this podcast episode, Haley Pesce from DealCloud joins the interviewer, her mother, to discuss the synergy between marketing and sales. They explore how these departments can collaborate to improve client relationships and drive business growth. Haley shares her approach to building trust with clients, including personalizing outreach with her headshot. The conversation touches on the importance of maintaining client relationships post-sale and the value of incorporating client feedback into product development. The episode wraps up with a mutual appreciation for the insights shared, highlighting the benefits for the podcast's audience.

If you would like to continue this conversation, please feel free to contact Donna Peterson at dpeterson@worldinnovators.com.

Guest Bio: Haley Pesce

I am an Associate Client Development Director at DealCloud, a leading provider of software solutions for the private capital markets. With over 3 years of experience in sales and marketing, I help drive expected value and growth out of target regions and segments across various sectors of private capital, such as private equity, investment banking, venture capital, and real estate.

My core competencies include identifying and qualifying prospects, developing and implementing targeted marketing campaigns, negotiating contracts, performing due diligence, cold-calling, and keeping up with market trends. My mission is to deliver exceptional service and value to our clients and prospects and to leverage my domain expertise in financial services and digital strategy.

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In this episode of the B2B Marketing Excellence Podcast, host Donna Peterson spoke with Courtney Nagel from WTWH Media about adapting marketing strategies in a dynamic market. They discussed the importance of industry-specific messaging, building trust and credibility, and the role of multichannel marketing. Courtney emphasized the need for agility, honest conversations with partners, and learning from both successes and failures. They also touched on the impact of digital and remote interactions on B2B marketing, the significance of understanding customer preferences, and the importance of trust and collaboration within a company.

Some of the topics they covered are:

03:00- Balancing Lead Generation and Branding - Navigating the balance between lead generation and branding in marketing, emphasizing the importance of building audience trust.

10:47- Utilizing ChatGPT and Industry Specific Content - The value of utilizing resources like ChatGPT and industry-specific content to create tailored marketing messages.

18:05- Community Engagement and Audience-Centric Approach - The focus on community engagement and an audience-centric approach in publishing to keep subscribers engaged and informed.

21:25- Honest discussions and turning marketing strategies around - The importance of honest discussions with partners, turning marketing strategies around, and the impact of testing new approaches.

23:20- Challenges in tracking marketing ROI - Challenges in tracking marketing ROI and the confidence needed in reaching the right audience.

26:18- The effectiveness of multichannel marketing and the importance of frequency - The effectiveness of multichannel marketing, the importance of frequency in emails, and the impact of timing in marketing communications.

34:46- Building trust, teamwork, and transparent communication - The importance of building trust, teamwork, and transparent communication within departments for effective collaboration.

For WTWH Media, growth and expansion is a direct result in knowing their audiences and giving them the information they truly need.

If you would like to talk about WTWH Media advertising opportunities, please feel free to reach out to Donna Peterson at dpeterson@worldinnovators.com.

Guest Bio:

Courtney Nagle Senior Vice President, WTWH MediaSenior Vice President at WTWH Media focused on building strong customer relationships and delivering true ROI for marketers. At WTWH, we are passionate about tech-enabled B2B media, focusing on customers and their success, events to bring buyers and sellers together, and high quality brands and content. Our vision is to be the preeminent data-driven, tech-enabled B2B digital media platform combining multi-vertical audience reach with a full suite of B2B demand solutions.

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https://www.worldinnovators.com/b2bmarketingexcellence

In this episode of the B2B Marketing Excellence Podcast, Donna and Tiago Ferreira, founder of Podsqueeze, discuss the role of podcasting in fostering relationships that instill trust. Tiago, host of the Wannabe Entrepreneur podcast, shares how podcasting has been a learning tool and a way to connect with admired entrepreneurs. Additionally, they explore the use of AI tools like PodSqueeze for content creation, which Tiago co-founded to assist podcasters with show notes and repurposing content. The conversation touches on the challenges of measuring the direct impact of podcasting on business growth but highlights its value in branding and relationship building.

Potential for podcasts to help businesses connect with their audience and build trust.

• Use of AI tools like PodSqueeze to generate content for podcasts.
• Discussion on the frequency of podcast episodes and the importance of consistency.
• Importance of podcasting as a tool for branding, marketing, and self-development.
• The role of podcasting in creating an intimate and personal connection with the audience.

Podcasting is a great way for listeners to get to know you and your brand. People like to work with people like themselves and with a podcast they will find a common bond. This is priceless.

If you would like to continue this conversation, please feel free to contact Donna Peterson at dpeterson@worldinnovators.com.

Guest Bio:

Tiago Ferreira is the founder and host of the podcast Wannabe Entrepreneur and co-founder of Podsqueeze. For the past few years, he has been immersed in his own ventures, pushing the boundaries of what's possible. Podsqueeze is an incredible app that is making waves as it helps people transform their podcasts into captivating show notes using the power of AI and other text-based technologies. The growth has been phenomenal, and Tiago is absolutely buzzing with excitement about the project. With the app's tremendous growth, Tiago couldn't be more excited about the possibilities it holds.

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https://www.worldinnovators.com/b2bmarketingexcellence

In this episode of the B2B Marketing Excellence podcast, host Donna Peterson and guest Matthew McClosky discuss the adoption and practical use of AI tools like chatGPT in sales and marketing. Matthew shares his experiences with incorporating chatGPT into his sales process for prospecting and creating personalized outreach stories.

00:04:17 - Personalization in Sales Emails - Matthew emphasizes the importance of personalizing sales messages and shares his approach to using ChatGPT for creating engaging email content.

00:06:54 - Sharing Conversations with Colleagues - Matthew discusses the benefit of sharing ChatGPT conversations with colleagues and building on successful interactions.

00:09:14 - Understanding and Personalizing Responses - Matthew and Donna discuss the need for understanding and personalizing ChatGPT responses for effective communication.

00:14:12 - Getting Started with ChatGPT - Matthew provides three key steps for getting started with ChatGPT: signing up, understanding the environment, and practicing with prompting.

If you would like to continue this conversation, please feel free to contact Donna Peterson at dpeterson@worldinnovators.com.

Guest Bio:

Matthew McClosky, Sales Executive & Early Adopter of Technology "ChatGPT"
I am a persistent and hardworking professional with a passion for sales. My strength lies in my ability to adopt and apply new technologies, including but not limited to CRM Systems and Generative Pre-trained Transformers like ChatGPT, allowing me to excel in an ever-changing B2B Sales environment.

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https://www.worldinnovators.com/b2bmarketingexcellence

In this episode of the B2B Marketing Excellence Podcast, Donna spoke with Erik Qualman, a digital leader with Equalman Studios and a bestselling author. They had a wide-ranging discussion on the key aspects of digital leadership and innovation, emphasizing the importance of asking good questions, understanding customer needs, and providing excellent customer service.

Erik introduced the acronym STAMP, representing the five habits of successful digital leaders: Simple, True, Action, Map, and People. They also discussed the importance of transparency, owning up to mistakes, and focusing on what's not going to change rather than constantly chasing the next big thing. The conversation highlighted the need for a balance between digital and physical components in business.

Here are just some of the topics discussed:

• Importance of asking good questions in cultivating relationships with the audience.
• Avoiding self-promotion and focusing on addressing customer challenges.
• Importance of transparency in the digital world.
• Focusing on what's not going to change in digital leadership and innovation.
• Identifying and developing one's true superpower.
• Standing out in a noisy market by focusing on what works.

Donna highly recommends that all business leaders should read Erik’s book, “Digital Leader: 5 Simple Keys to Success and Influence”.

If you would like to continue this conversation, please feel free to contact Donna Peterson at dpeterson@worldinnovators.com.

Guest Bio:

Erik Qualman

5x Bestselling Author and Motivational Speaker, Erik Qualman, has performed in 55 countries and reached over 50 million people. Qualman was voted the 2nd Most Likeable Author in the World behind Harry Potter's J.K. Rowling. For availability: 617-620-3843 or eq@equalman.com

His work has been used by the National Guard to NBCUniversal to NASA.

His animation studio Equalman Studios has produced work for Disney, Raytheon, Mondelez International, Takeda, Chase, Verisign, Hearts on Fire, and many other brands.

https://www.linkedin.com/in/qualman/

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In this episode of the B2B Marketing Excellence podcast, host Donna Peterson interviews AI and content generation expert Mitch Eisen. They discuss the importance of AI tools for businesses, the need for companies to evaluate their objectives before adopting AI, and the benefits and risks of using generative AI in content creation. Mitch emphasizes the potential of AI in refining ideas, generating new perspectives, and improving content quality. They also touch on the potential impact of AI on the workforce, the issue of bias in AI, and the role of social media and email in marketing strategies.

Areas we discussed:

• Importance of AI tools for businesses
• Evaluating business objectives before adopting AI tools
• AI as a foundational technology embedded in every aspect of business and society
• Comparing AI to other tools like marketing automation
• Challenges of personalizing content and predicting human intent
• Benefits and risks of using generative AI in content creation
• Maintaining control over content and aligning with brand voice
• Potential impact of AI on the workforce and the need for continuous learning
• Issue of bias in AI and the importance of human oversight
• Balancing AI-generated content with human creativity and expertise
• Standing out in a crowded market and capturing attention
• Tailoring content to resonate with different target audiences
• Role of social media and email in marketing strategies
• Importance of creating awareness and recognition through social media
• Creating valuable and impactful content
• Experimenting and thinking outside the box in the digital landscape

Start reviewing different AI tools now! Companies that sit on the sidelines and do not vet the best tools for their businesses will be left behind!

If you would like to continue the conversation, please feel free to contact Donna Peterson at dpeterson@worldinnovators.com

Guest Bio:

Mitch Eisen, Owner of Contentware
Mitch is one of two founding partners of Real Magnet, which they started in 2000 as an email service provider. Their platform has grown and evolved over the years. With email as their backbone, Real Magnet now includes everything from social publishing to marketing automation to event registration. Without a doubt their greatest asset is their talented, nimble, and uber-creative team.

Mitch is an entrepreneur who loves the challenges and nuances of bringing a great idea to fruition. On any given day you can find him in product development meetings, marketing strategy sessions, on the phone giving demos, or wandering the hallways pondering the next big thing.

On a daily basis, he is in charge of managing Real Magnet’s products from concept, to testing, to implementation. He loves the collaborative/creative process and finding efficient solutions to complex problems.

Mitch is also a frequent speaker on marketing automation, email marketing, deliverability strategies, the future of digital marketing, and other related topics.

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https://www.worldinnovators.com/b2bmarketingexcellence

In this episode of the B2B Marketing Excellence podcast, host Donna Peterson interviews Nick Martin, founder of Wine Owners. They discuss Martin's experiences at Reed Publishing and Acxiom, and how these influenced his decision to start Wine Owners. The conversation revolves around the importance of value creation, leveraging data, and the transition from print to digital. They also touch on the challenges of the wine market, the power of collaboration, and the importance of building strong business relationships.

Martin emphasizes the significance of knowing your company's identity and delivering consistent value to customers.

• Importance of value creation in growing a business
• Nick Martin's background in B2B space and experiences at Reed Publishing and Acxiom
• Transitioning from print to digital and leveraging data in the digital world
• Designing Wine Owners' platform based on multichannel marketing and end-to-end solutions
• Challenges and trends in the wine market, including regulatory issues and scarcity-led markets
• Differences in the wine market between the US and other countries
• Importance of industry-specific technology solutions and collaboration in tight-knit markets
• Power of collaboration and building strong relationships in business
• Leveraging technology while prioritizing fundamental qualities and execution
• Human component and strong relationships driving growth and success in business

If you would like to continue this conversation, please feel free to contact Donna Peterson at dpeterson@worldinnovators.com.

Visit our website at http://www.worldinnovators.com

Guest Bio:

Nick Martin, Founder, Wine Owners

CEO and Founder of Wine Owners - Software as a service (SaaS) business platform for the independent and fine wine sector, specialized in inventory management that’s trusted by wine businesses in Europe, USA, and Asia.

• Organize and improve your business processes
• Deliver operational excellence
• Connect with sources of supply and channels to market
• Grow your business

Manages $2 billion of inventory, 400,000 wine references, LWIN, associated product information, and 90 million wine prices annually.

We provide solutions for:

• Independent wine retailers/ ecommerce
• Wholesalers and wine trading businesses
• Warehouses
• Private members clubs and Ontrade
• Family offices/ UHNW management

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https://www.worldinnovators.com/b2bmarketingexcellence

In this episode of the B2B Marketing Excellence podcast, host Donna Peterson and guest Usman Sheikh discuss the importance of personalized messaging in sales and marketing.

They explore how AI technology, such as xiQ's platform, can help salespeople tailor their communication to individual preferences and styles, improving sales effectiveness.

They also discuss the significance of relationship building, the need for legacy brands to adapt to new business models, and the importance of education and thought leadership in B2B selling. The conversation also touches on the value of post-sales support and innovation in vendor selection.

If you would like to continue this conversation, please feel free to contact Donna Peterson at dpeterson@worldinnovators.com.

Visit our website at http://www.worldinnovators.com

Guest Bio:

Usman Sheikh, CEO, xiQ
Usman Sheikh is the visionary founder and CEO of xiQ, an award-winning B2B sales and marketing platform. With the fusion of generative AI (x GPT), behavioral science, and a curated up to the minute business corpus, xiQ is revolutionizing the industry with its groundbreaking personality-driven sales approach.

As a futurist and design thinker, Usman's goal is to humanize B2B sales and marketing by harnessing the power of generative AI and psychology. Through xiQ, sellers gain the ability to understand the mindset of prospective buyers, facilitating hyper-personalized engagement throughout the sales cycle. Usman strongly believes in achieving excellence through disciplined and relentless execution.

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In our fast-paced world, staying current and evolving in the field of marketing is crucial. Wintersteiger, a brand that recently celebrated its 70th anniversary, is a testament to this. The brand's survival and thriving success in our ever-changing economy is a testament to its ability to adapt and innovate.

In this episode, I had the pleasure of speaking with Tracy Beers, the Marketing Manager at Wintersteiger. Tracy's experience spans various industries, including skiing/snowboarding, agriculture, saws, and metalworking. During our conversation, we discussed:

The significance of brand recognition

• How sustainability and environment was at the core of their business long before everyone started talking about ESG.
• The rule of seven in omnichannel marketing
• The power of education and communication in marketing
• Social media marketing in different industries

This conversation with Tracy Beers had a lot of laughs while touching on some important marketing topics that can be used across all industrial industries. It highlighted the importance of staying current, evaluating marketing tools, understanding the power of education and communication, and preparing for future challenges and opportunities.

Guest Bio:
As the North American Marketing Manager for Wintersteiger (a world leader in the ski and snowboard industry, agricultural research, specialty saws, and metals) Tracy Beers leads and guides the marketing process and related marketing projects, including integrated cross-channel marketing initiatives for wholesale & direct-to-consumer campaigns, eCommerce, online advertising, digital marketing, social media, public relations, and tradeshow strategies. She works directly with the company’s Austrian marketing team to keep up to date with content, product info, and assets.

If you would like to continue this conversation, please feel free to contact me at dpeterson@worldinnovators.com.

Visit our website at http://www.worldinnovators.com

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https://www.worldinnovators.com/b2bmarketingexcellence