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Launch Team Blog

Reviewing Q1: What Metrics Matter to Your Marketing Plan?

You kicked off 2018 with a well-developed and detailed marketing plan, but now that Q1 is over and revenue numbers are in, it's time to take a look at performance. Your first quarter marketing metrics are essential to answering the questions that will help you have a successful Q2. Key questions to ask include:

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Topics: Marketing Metrics, Strategic Planning

5 Biggest Marketing & Sales Challenges for Engineers

Customer Experience Sells

ideasWe’ve spent over 30 years helping tech companies create marketing and sales strategies that reach new customers. Although the word “sales” typically conjures images of overzealous, comb-over-sporting used car salesmen, sales are a necessary part of your business’s profitability and growth. Sales funds innovation, which in turn fuels more sales.

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Topics: Optics, Business Insights

Sales and Marketing for Business Growth: Q&A from SPIE Photonics West 2018

Though Launch Team has been presenting at Photonics West for the past five years on the topics of sales and marketing, the questions that we are asked are a bit different each year. Many of these questions relate back to the topic of inbound marketing. This concept addresses the tremendous increase in online research that is done by the buyer before they engage with your company on an individual level. In order to be found by or attract leads who are searching for technical information, and to nurture these leads to a point of readiness and beat out the competition for the sale, technical content has become almost essential to success.

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Topics: Inbound Marketing, Content Development

Beer & Blog: Commercialization and Product Launch Strategy, Paul Tolley

Paul Tolley, founder of Stretford End Solutions, a technology and business development consultancy, and former CEO of ITC MEMS and VP/GM of Syntec Optics, sat down with us to talk commercialization strategy.

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Topics: Product Launch, Beer & Blog (interviews)

A New Perspective on a Familiar Role — Meet Alison Arnold

Alison Arnold | Program Manager

While at work, Alison is most likely collaborating with colleagues to identify how to best bring value to our clients. Outside the office, Alison can be found at a little league game or other sporting event cheering her kids on.

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Topics: meet the team

Answers to the Hard Questions: What I heard at the Laser Focus World Laser Marketplace Technology and Markets Panel

laser-marketplace-summit

Though I was enjoying LFW's Laser Marketplace at Photonics West, furiously taking notes while Allen Nogee revealed the 2018 market forecast and geeking out over photobiomodulation as Praveen Arany shared his research, the final session of the day was a marketer's dream. A panel of highly respected individuals in the industry had been asked the question—"What do bioinstrumentation developers need to know from the photonics industry?"

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Topics: Optics, Product Launch, Strategic Planning

Trade Show Marketing: The Best of XPONENTIAL 2017

At a trade show that features the latest in the fast-developing field of unmanned technology, there is a lot of interest and noise. It’s the Wild West, and market leadership is up for grabs. So how do you make sure your company’s booth draws attention and traffic? Effective demos are key. Unique approaches to booth advertisement will get you noticed, too.

We noticed a number of powerful tactics at XPONENTIAL 2017. The following tactics are just a few your team could apply to any large trade show strategy.

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Topics: Trade Show Strategy, Branding and Identity

Packing the Perfect Trade Show Shoe

We all have our favorite pair of shoes. They might be the ones that look great but don’t feel as great, the shoes that match everything, or the shoes that are surprisingly comfortable. We have favorites for work, going out—any number of occasions. But what about trade shows?

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Topics: Trade Show Strategy

Fearlessly Leading and Learning by Example — Meet Michele Nichols

Michele Nichols | President

While at work, Michele is most likely encouraging innovative and creative thinking among employees. While at home, she is likely doing the same for her children—setting the table for new ideas and conversation.

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Topics: meet the team

Trade Show Follow Up: Why Automated Lead Nurture Is a Must

 

Scenario: You’ve spent the past three days at a trade show. You were really good about not answering emails on your phone while on the exhibition floor. You ran a lead generation promotion that brought in double the leads over last year.

But now it’s Monday. You’re back in the office and your inbox is overflowing. You’ve downloaded the lead list, but there isn’t possibly enough time to do lead qualification research on all of themand certainly not enough time to make calls. How will you ensure consistent lead follow-up?

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Topics: Inbound Marketing, Lead Generation, Trade Show Strategy, Email Marketing