In 2009, I led development and execution of an integrated marketing program at Symyx Technologies—a publicly traded life science software company—to grow revenue and bookings, penetrate new market segments, and increase brand equity for the Symyx Electronic Laboratory Notebook (ELN). The growth strategy integrated print advertising, public relations, unified digital marketing (website, micro-sites, banner ads, SEO, webinars, email marketing, and social media), global telemarketing, and sales enablement. Following are the benchmarks, goals, and results for the top-level key performance indicators (KPI).
More details of the case study are provided in the embedded eDoc (below), and you can find even more detail on specific aspects of the integrated marketing program at:
A Unified Digital Marketing Operation
Think Like a Publisher (to become a more effective marketer)
A Recipe for a Winning Webinar
Use Social Media to Cross the Chasm and Nurture Prospects
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