Marketing and Sales Education Center

Can You Succeed in Key Account Management Without C-Level Executive Support?

Posted on Fri, Apr 03, 2015

Key account management will fail for sure without a strongly committed group of C-level executives.  Employees watch C-level executives to determine what the business priorities are.  It is very humbling when you are a C-level executive to recognize that.  What you say is one thing, but really it's what you do that counts.  C-level execs need to lead the key account management process to get the whole organization committed.  They are the people that can make major commitments to key accounts and it shows the commitment as a supplier to support those accounts.

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Tags: Closed Loop Marketing, marketing with limited resources, Selling Process, Key Accounts

3 Ways Inbound Marketing Can Help Pharma Contract Service Providers

Posted on Tue, Oct 09, 2012

Expiring patents for best-selling cardiovascular drugs, including Bristol-Myers Squibb and Sanofi's anti-clotting drug Plavix and Pfizer's cholesterol-lowering treatment Lipitor, have left drug makers scrambling for next-generation replacements.  The patent losses could reduce sales of cardiovascular drugs to $60 billion by 2017 from $83 billion in 2011, according to analysts' forecasts.  In Reuter's article "Big bets aim to jolt heart drug sales back to life", it was reported that "big pharma" hopes a new generation of drugs can replace the cardiovascular drugs that are coming off patent.  Recent product launches have achieved less than expected results and new heart medicines still in clinical testing represent some of the biggest gambles ever made by these industry leading companies.

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Tags: Closed Loop Marketing, Online Marketing, Inbound Marketing

4 Ways Social Media Marketing Will Transform Selling

Posted on Fri, Sep 28, 2012

Mark Fidelman wrote an op/ed piece on Forbes.com titled Salesforce.com's New Social Strategy is Brilliant, Here's Why that I thought was very relevant to how sales professionals will develop new business leads and interact with their customers.  It is a given that social media has transformed how we interact with each other - not just communicate.  It is now about open and free flowing information exchange.  Those companies that do not adapt to open exchanges of information with their prospects and customers face being left behind by their competition.

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Tags: Strategic Account Management, Marketing Automation, Closed Loop Marketing

3 Lessons Pharmaceutical Contract Services Providers Can Learn From Steve Jobs

Posted on Fri, Sep 07, 2012

Recently, I read Walter Isaacson's biography of Steve Jobs.  For those of you who have been living in a cave over the last 30 years, Steve Jobs is the visionary co-founder and eventual CEO of Apple.  He was also CEO of Pixar, a Computer Generated Imagery (CGI) production company. Both of these companies changed the way we viewed computers, technology and computer generated movies.  Both Apple and Pixar created a superior user experience and they weren't afraid to push the envelope on new technology; they developed products that consumers didn't even know they wanted or needed.

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Tags: Closed Loop Marketing, Online Marketing, Inbound Marketing

Top 5 On-Page Website Optimization Tips

Posted on Wed, Aug 01, 2012

If you want to increase web traffic for your company's website, search engine optimization practices are still an integral tool to achieve this.  Although the latest Google algorithm changes suggest that you design your website for visitors and not for the sake of search engines, Search Engine Optimization (SEO) is still important to pursue.  It is worthwhile to spend some time on optimizing your website in an effort to fine tune it to ensure you are promoting the content on your website so that it attracts the right kind of visitors.

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Tags: Closed Loop Marketing, Online Marketing, Inbound Marketing

Creating a Keyword Strategy to Maximize Your Marketing Online

Posted on Thu, Jul 12, 2012

Establishing your initial keyword strategy is the first step towards leveraging your online marketing efforts.  If you want to ensure your content is seen by as many eyes as possible, you must effectively generate as many relevant keywords to your business' content as possible.  If you don't have the right keywords, nobody will see the great content you have labored over for so many hours to create.

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Tags: Closed Loop Marketing, Online Marketing, Inbound Marketing

What is Online Marketing? The Evolution to Inbound Marketing

Posted on Fri, Jun 29, 2012

Online marketing is very different today than what it was even five years ago.  Today, the cutting edge of online marketing is now called inbound marketing.  In the beginning, if you set up a website with nice graphics and a few simple pages, that was online marketing.  In a traditional sense, it was a virtual store front.  Some innovative websites took it a step further and even let you buy things right on their website - through a shopping cart!  Back then, you hoped people walked by ('surfed'), looked in your store window (landed on your site), saw something that interested them in the window (home page) and walked in (viewed ALL of your pages).  Does anybody remember at the very beginning of browser technology with Netscape?  Netscape changed everything about how we gather and share information.  IBM came out with OS/2 Warp and promoted it with this funny video.  Okay, it was funny at the time but it was SO hot!

E-commerce was born.  That was so awesome and it was fun while it lasted until the tech boom went bust!  Does anybody remember the tech crash of 2000?  My wallet still has nightmares about it.

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Tags: Closed Loop Marketing, Online Marketing, Inbound Marketing

Welcome to Our Marketing and Sales Blog

Posted on Thu, Jun 21, 2012

Welcome to the launch of Evenstar Marketing’s Blog and to our first ever blog post!

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Tags: Strategic Account Management, Marketing Automation, Closed Loop Marketing, Online Marketing, Inbound Marketing, Strategic Planning