Kathleen Malaspina, founder of Malaspina Marketing, is a trusted advisor and strategic resource to leading vendors, purchasers, investors, and analysts in the global medical device industry. I know her through a consultants’ roundtable group we both attend.
Kathleen and I recently partnered on a small project in the medical device marketing (MDM) segment. Even though Kathleen knows the MDM business inside and out, she brought me in specifically to advise her client on B2B demand generation best practices. It was a fun project for me and I thoroughly enjoyed working with Kathleen. She brings that rare combination of expansive knowledge of her subject matter AND get-it-done pragmatism.
Afterwards, we decided to package some of our thinking into a white paper that offered a more general set of recommendations for MDMs. And while most of my readers may not work in the medical device field, there are some nuggets in the piece that can be applied “horizontally.”
So without further ado, and with my humble appreciation for your forwards, shares, or re-tweets, here is a link to our white paper, “How to increase demand for medical devices in today’s changing and challenging market.”
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These are all excellent points made in this white paper. Multi-channel, multi-touch tactics (emails, website visits, Google Adwords, etc.) are great ways generate leads. Tracking individual leads, objectively grading these leads, and, by doing so, being able to pass the sales ready leads to the sales reps is a great way to shorten the sales cycle and close the marketing campaign ROI loop. Additionally, those leads that are not completely ready sales ready can be added to drag and drop built nurturing campaigns.
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