Marketing with Science
Who
My name is Courtney and I have spent my 13-year career in Sales and Marketing. The majority of that time has been in the scientific lab supply space and the remainder has been building and optimizing digital marketing campaigns for small to medium sized businesses.
I earned a Bachelor of Science degree in Biology and Masters of Business Administration, both from VA Tech and think the two disciplines go together like hydrogen and oxygen.
What
Marketing with Science is a marketing consulting business I’ve started that brings the structured approach of science to the revenue problems that plague businesses.
Remember “The Scientific Method”? You start with a hypothesis (a statement that you want to test that is a solution for a problem). You test it, collect data, analyze it and either adjust your hypothesis or solve your problem.
I focus on two main areas to create hypotheses and test them:
[1] Target Marketing
- CLIENT 360 ANALYSIS – Who is your client? Why did they hire you? What do they like? What can be better?
- BUYER PERSONAS – Who are your customers? What are their attributes, demographics and psychographics? Where do they hang out?
- CLIENT EXPERIENCE – Are your clients happy? Are they succeeding? Are they using all of your offerings? How might they rate you?
[2] Revenue Process Design
- YOUR USP – What is your unique selling proposition? What business are you in?
- MESSAGING – What do your prime prospects want to hear? What might motivate them?
- SALES STRATEGY – What does your sales effort look like? What should a sales person do?
Where
One could argue that this approach to solving revenue problems would not have been capable 15 years ago. The online space, digital marketing in particular, has provided insight into demographics and behavior unlike anything before.
There are different tools online (Social Media, CPC Ads, email, Content) that, when used correctly provide specific information to solve variables your business faces.
Why
There are a lot of variables that go into your business generating revenue. The more you can identify and define these variables, the better results you get with each go-to-market strategy.
Some examples of revenue-related variables: unique selling proposition, problem you solve, solution you offer, how you present your solution, who benefits from your solution, where they spend their time, target audience (demographics, geography, timing, title, decision maker etc.), etc.
When you need to increase sales, how confident are you in the levers you choose to pull?
When
Is there really a time when you can’t benefit from learning?
Whether you’re a new business and you don’t have any clients, or you’ve been around for 40 years and sales are maybe, shall we say, stagnant, even if you’re a business that’s established and revenue is rolling in — it’s worth it to understand why. What did you do (either now, in the past or not yet) that got people’s attention?
So if you have a business hypothesis you’d like to test or some variables you’d like to define to spend less, earn more or earn more…faster — let’s talk!
