CPHI Webinar Series
Innovative Strategies for B2B Pharma Marketeers: Driving Value through Content
What will this webinar address?
Content marketing, an inbound strategy that focuses on creating and sharing valuable content, can be a game-changer for companies within the pharmaceutical industry. This approach allows you to test which topics resonate most with your target audience and provides a less commercial approach to nurture leads, elevate your brand profile, educate audiences, and create engagement year-round.
This webinar will explore the key elements that distinguish content marketing from traditional outbound tactics. According to HubSpot, 96% of B2B buyers seek content that delivers insights from industry thought leaders, and 47% view 3-5 pieces of the company’s content before talking with a sales representative. This makes content marketing an effective strategy for nurturing, qualifying, and converting leads into real business opportunities.
Explore how content marketing addresses this demand, attracting audiences by providing sought-after information rather than pushing a traditional sales message. If your role involves marketing strategy, content creation, lead generation or sales, join us to learn how to elevate your marketing approach to achieve greater reach and growth through content.
- Discover the latest content marketing trends for pharma marketers
- Hear case studies on successful content-driven campaigns.
- Explore content types and tactics that resonate with key stakeholders
- Learn how to utilise data insights for continuous improvement and optimization
- Get started with your own content marketing strategy, even without in-house expertise
Susan is an Executive Vice President at the life-science centric agency CG Life, where she brings her thirty years of experience in the pharmaceutical, biotechnology, financial services, and healthcare-related worlds to help inform client strategy and facilitate media engagement with her clients’ stories.
Before switching to professional communications, Susan worked as a ChE process engineer in the pharmaceutical industry, starting at Hoffmann La Roche - running the bulk powders step of the largest Vitamin C plant in the world at that time. Her chemical engineering career had also included rheological instrumentation for Rheometrics, with a stint as Global Marketing Lead for world financing powerhouse, De Lage Landen out of the Netherlands. As the Commercial Director of Foster Wheeler/Biokinetics in charge of business development and marketing efforts, Susan began to realize the communication agencies she worked with were not well-versed in science, and she left to start McDay, her own communications firm for the pharmaceutical manufacturing sector and the first of its kind in the United States.
Olwyn is a highly motivated, senior B2B strategic marketing professional, with a track record of excellence in driving marketing strategies to achieve high return on investment, across a broad spectrum of industries. Olwyn has been with Thermo Fisher Scientific for just over 12 years, in a variety of marketing roles including Brand Management, Service Line Management and Market Development. Olwyn currently holds the role of Sr Mgr, Integrated Offerings and EMEA Market Development with Patheon pharma services at Thermo Fisher Scientific, driving thought leadership positioning and lead generation in the European region.
Nick leads a multi-faceted team of strategists at OLIVER, encompassing brand, CXM, social, content and data. His career includes winning campaigns and programmes for iconic B2B brands like Xerox, Royal Mail, and Barclays. He’s also a practice lead for B2B at OLIVER. Passionate about fostering future data-driven marketing talent and inclusivity within the industry, Nick serves as a Trustee at The Marketing Skills Trust, chairs the DMA's Black Marketers Council, and has previously mentored on the IPA’s Excellence Diploma.
Juliet Preston is the Group Director of Content at CG Life, an integrated life science and healthcare marketing and communications agency. Born and raised in New Zealand, she has built a career in the U.S. as a science writer, content marketer, and journalist (most recently as the national biopharma reporter at MedCity News). She brings this mix of scientific, editorial, and business know-how to clients throughout the life science continuum, helping convey their stories in an impactful way to achieve key company objectives.
This webinar is brought to you by
20th February, 2024
4pm CET / 10am EST
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