I mainly help science and technology (STEM) companies with marketing, communication, and business development.
Marketing and Biz Dev Strategy
I use a marketing framework based on lean product development principles to develop and execute a marketing strategy for clients. This includes everything from customer profiling to branding and message development.
In a nutshell, I work with companies to match their strengths with the needs and pain points of their ideal customer. Then we develop a plan for connecting the two with the right content and communication strategy.
I work with companies to develop a rolling editorial calendar for publishing original content, and I oversee its implementation. The content (blog posts, white papers, ebooks, etc.) is tailored to the needs and interests of their ideal customer and will help to build trust and authority in their market.
Demand generation is building awareness of your product or brand. Since STEM products are often on the bleeding edge of innovation and may not be well understood in the market, I will work with companies to develop content that accurately explains their technology and its value proposition to their ideal customer.
Thanks to my creative background, I can easily translate what I hear from the client into a language the creatives can understand. Whether it’s web design, print collateral, or video production, you can rest assured your message is in good hands.
Once we identify the pieces of content and collateral that need to be developed, I oversee production to ensure quality, accuracy, and timeliness.
For more information, have a look at the specific services I offer.
To get a better feel for how I approach marketing, check out this infographic.
Why the focus on STEM?
STEM companies face unique challenges
Although basic marketing principles apply across most industries, STEM companies face some unique challenges that require special attention. For example:
- STEM B2B customers can have very high expectations. Precise and clear communication are paramount.
- Technical products are difficult to explain, yet they need to be understood by people from various backgrounds.
- Marketing “fluff” is greatly frowned upon. Cleverness will lose an audience very quickly.
Most of my experience is with STEM industries
Even though I’ve worked in different areas such as non-profits and the arts, the vast majority of my experience is with marketing science and technology. I have learned over many years how to transition seamlessly between talking to scientists, CEOs, and creative professionals. This special skill set enables me to deliver technical content that clearly conveys value.
I enjoy working with STEM companies
Full disclosure: I am not a scientist or an engineer. But technical products have always fascinated me, and I love the challenge of explaining how they work to different audiences. Consumer marketing and branding are interesting, but they have never appealed to me in the same way as technical B2B marketing.
I also love working with people from different professional and cultural backgrounds, and helping everyone understand one another better. I believe not only does this make for better business, but it also makes for a better society.