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Launch Team Blog

Katie Steelman

Recent Posts

What Does Content Development Look Like for B2B Companies?


Technical Writing that Generates Leads

One of the first things we discuss with clients after positioning is their content. Content includes blog posts, white papers, tip sheets, and any other pieces of writing or video that are educational in nature as opposed to sales-related.

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Topics: Content Development

Improving Optics Marketing & Sales: Photonics West 2017 Short Course

Launch Team Inc. President Michele Nichols will present a short course at the 2017 Photonics West conference to discuss inbound marketing and sales strategies for optics companies.

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Topics: Optics, Inbound Marketing, Company News

Internal Communication for Product Launch: What Info Matters Most?


Selling to Internal Audiences

Preparing to introduce a new product or service is a significant undertaking for any business. You have invested considerable time, money, and resources in developing a great product, honing your message, and planning your marketing activities, and you want those efforts to pay off. Although the ultimate goal is to engage your external audience (potential customers) and get them to buy the product, it’s also important to get buy-in from your team.

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Topics: Business Insights, Internal Communication, Product Launch

11 Ways to Increase Sales in 1 Hour


Ron Wille, CEO of two INC 5000 companies and newly launched One Down Consulting Group, a consulting firm focused on aligning technology, process and people to grow sales, recently sat down with Launch Team President Michele Nichols to discuss sales trends and tips for technology companies. Check out Ron and Michele’s 11 tips for improving sales in just 1 hour.

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Topics: Sales

Beer & Blog: Market Outlook & Sales Productivity for Tech Companies, with Ron Wille


As Ron Wille, CEO of two INC 5000 companies, launches One Down Consulting Group, a consulting firm focused on aligning technology, process and people to grow sales, he sits down with Launch Team President Michele Nichols. Follow along as they discuss trends and tips to improve sales.

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Topics: Sales, Beer & Blog (interviews)

Medical Device Product Launch Series: Medical Device Market by the Numbers

In our annual deep-dive into how market and technology changes drive marketing, sales and service models in the medical device industry, Launch Team and Novatek take a look at the stats behind the decisions we see in the medical device companies we work with each day.

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Topics: Medical Device

3 Reasons Industrial & Manufacturing Companies Are Slow to Adopt Inbound Marketing


More and more companies are realizing that they can get better ROI from inbound marketing than traditional outbound strategies. In an age when most buyers prefer to do their own research before engaging your sales team, providing informative content is key. Content marketing is especially important in technical industries, where sales cycles are longer and engineers are often making purchase decisions. Yet many high tech companies still rely on an outbound marketing approach.

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Topics: Inbound Marketing, Marketing Strategy, Content Development, Marketing Metrics

Launch Team Associate to Teach Optics Course for Sales Professionals at SPIE Optics + Photonics

Heading to SPIE Optics + Photonics this month? Don't miss these presentations by Damon Diehl, Launch Team technical writer and Ph.D. Two other members of the Launch team will also be at the show, and we welcome the chance to meet with you

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Topics: Optics, Company News

Marketing Tip of the Week: Track Metrics that Matter

MTOTW #54: There is a lot of data available that can help you assess whether or not your marketing strategies are working. But some metrics are more telling than others. Here are a few examples:

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Topics: Inbound Marketing, Marketing Metrics

Beer & Blog: Leading Successful Business Development in Technical Companies, with Lisa Belodoff


For today’s Beer & Blog, we spoke with Lisa Belodoff, vice president of business development at Rochester Precision Optics. Lisa has worked in sales and marketing throughout the optics and photonics industry, helping to build LightWorks Optics for successful exit, working in fiber infrastructure at CABLExpress and in medical devices at Masimo. She is a driver of change and growth, and we’re honored to collaborate with her.

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Topics: Optics, Business Insights, Change and Innovation, Internal Communication, Beer & Blog (interviews)