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Katie Steelman


Recent posts by Katie Steelman

4 min read

What Does Content Development Look Like for B2B Companies?

By Katie Steelman on Wed, Jan 11, 2017

 

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.

Topics: Content Development
2 min read

Improving Optics Marketing & Sales: Photonics West 2017 Short Course

By Katie Steelman on Fri, Dec 09, 2016


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.

Topics: Optics Inbound Marketing Company News
4 min read

11 Ways to Increase Sales in 1 Hour

By Katie Steelman on Tue, Oct 11, 2016

 

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.

Topics: Sales
3 min read

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

By Katie Steelman on Tue, Oct 04, 2016

 

Ron Wille, CEO of two INC 5000 companies and CRM consultant 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.

Topics: Sales Beer & Blog (interviews)
2 min read

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

By Katie Steelman on Fri, Sep 16, 2016

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.

Topics: Medical Device
3 min read

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

By Katie Steelman on Mon, Sep 12, 2016

 

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.

Topics: Inbound Marketing Marketing Strategy Content Development Marketing Metrics
1 min read

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

By Katie Steelman on Mon, Aug 15, 2016

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

Topics: Optics Company News
1 min read

Marketing Tip of the Week: Track Metrics that Matter

By Katie Steelman on Thu, Jul 21, 2016

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:

Topics: Inbound Marketing Marketing Metrics
5 min read

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

By Katie Steelman on Wed, Jul 20, 2016

 

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.

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

Building a Patent Portfolio Amid the Death of True R&D

By Katie Steelman on Tue, Jun 28, 2016

 

Patent Portfolio ROI

Each year, more and more American companies are cutting research and development budgets, moving further away from fundamental research and instead focusing on products that are closer to commercialization and monetization. As Fortune Magazine reported in December 2015, DuPont’s former CEO Ellen Kullman resigned under much criticism last year, and one of the complaints coming from opponents was her heavy investment in R&D.

Topics: Patents Change and Innovation
2 min read

Marketing Tip of the Week: Use Buyer Behavior to Prioritize Mobile-Friendly Web Design [Video]

By Katie Steelman on Fri, Jun 17, 2016

MTOTW #53: More people are now using mobile for search, but it varies by industry. Find out how your customers search before jumping into a web redesign.

Topics: Inbound Marketing Content Development
4 min read

Beer & Blog: Optics Industry Sales & Marketing Trends

By Katie Steelman on Tue, Jun 14, 2016

 

Recently we spoke with Jeff Nichols, sales manager at PennWell, the organization that publishes Laser Focus World. Trade publications are valuable in reaching niche audiences like optics, photonics and lasers. Jeff is well regarded in these industries for being both practical and strategic in creating advertising plans. Though Jeff and Launch Team President Michele Nichols are not related, they have served many of the same companies, working to meet their advertising and marketing needs. Enjoying a craft beer (see below), they talked through trends in the optics industry right now.

Topics: Business Insights Marketing Mix Marketing Strategy Beer & Blog (interviews)