Meet the Bio IQ Marketing Team Bio IQ
Meet the Bio. IQ Marketing Team © Bio. IQ 2017, All Rights Reserved. Confidential and Proprietary. Unauthorized Distribution Prohibited
Marketing Team Members Catherine Schultz Director, Content Strategy Joined January 2016 Alexis Farag Marketing Associate & Bio. IQ Veteran Joined Marketing July 2016 11/23/2020 Lanier Norville Director, Product Marketing Joined August 2016 Andy Hopkins Marketing Manager Joined April 2016 © Bio. IQ 2017, All Rights Reserved. Confidential and Proprietary. Unauthorized Distribution Prohibited 2
Bio. IQ Marketing: Areas of Responsibility Product Marketing (Lanier) Messaging development, positioning strategy, marketing campaign planning, product & feature launches, collateral development, overall marketing strategy Content Marketing (Catherine) Blog, resources, video, social media, internal communications, investor communications, public relations, case study program, overall marketing strategy Marketing Automation (Andy) Email marketing (Pardot), list maintenance, lead scoring, nurture campaign planning, graphic design & web development assistance Other Marketing Tasks (Alexis) © Bio. IQ 2017, All Rights Reserved. Confidential and Proprietary. Distribution Prohibited 11/23/2020 RFPs, conferences, awards, analytics, social media. Unauthorized assistance 3
2017 Marketing Accomplishments I. Clarified Product Positioning Developed messaging and positioning for two key markets (health plans & enterprise); redesigned existing materials; communicated updated messaging internally & externally Key Metrics: New messaging, collateral & campaign performance and effectiveness II. Increased Market Awareness Increased brand awareness for the Bio. IQ Platform among key market segments, starting with health plans. Drove traffic to website and key assets to generate and engage new leads. Key Metrics: Website & blog traffic, subscribers, PR placements, email & social performance III. Improved Lead Nurturing & Conversion Processes Developed a more effective nurture process and delivered better, more qualified leads to sales. Developed materials and campaigns to help convert visitors to prospects and prospects to customers. Key Metrics: Net new leads, conversion of cold to warm leads, customer acquisition IV. Execute Bio. IQ’s first public-facing product launch Educated the market about enhancements to the Bio. IQ Platform and introduced website and collateral updates to coincide with product launch. Key Metrics: Distributed release, completed media pitch, email & social © Bio. IQ 2017, Allpress Rights Reserved. Confidential and Proprietary. Unauthorized Distribution Prohibited 11/23/2020 4 performance, website & blog traffic
Updated Product Positioning Bio. IQ Administrative Console Bio. IQ Participant Portal Web-based console that enables administrators to orchestrate screening programs from a central location. Web portal that engages participants and guides them through the screening program and followup steps. 11/23/2020 Bio. IQ Health. Sync App for i. Pad and Android tablets that facilitates screening events for clinicians and enables instant results upload. © Bio. IQ 2017, All Rights Reserved. Confidential and Proprietary. Unauthorized Distribution Prohibited 5
Bio. IQ Marketing: Email Marketing Snapshot § Re-engagement campaign/list cleanup Ø Ø Ø § Monthly prospect and customer newsletter Ø Ø § Targeted unengaged prospects with final outreach effort 36 unengaged prospects opted back in Removed remaining unengaged prospects from active email list First email campaign following list cleanup Inaugural issue open rates & CTR more than double YTD average for all Bio. IQ emails Updated web lead nurture process Ø New web leads now added to segment-specific nurture campaigns including relevant resources, product info, and other messages designed to move them down the funnel 11/23/2020 © Bio. IQ 2017, All Rights Reserved. Confidential and Proprietary. Unauthorized Distribution Prohibited 6
Bio. IQ Marketing: YTD Content & PR Snapshot • Two blog posts per week ➢>50% increase in subscribers ➢More industry topics ➢ Redesigned weekly blog digest email • Daily social posts ➢>150% increase in Twitter followers • 3 industry insight interviews • 2 whitepapers • Biannual investor newsletter • Biweekly internal newsletter • Monthly customer and prospect newsletters • 8 media placements • 3 awards © Bio. IQ 2017, All Rights Reserved. Confidential and Proprietary. Unauthorized Distribution Prohibited 7
Goals • Execute Bio. IQ’s first public-facing product launch to educate market about enhancements to the Bio. IQ Platform (complete) • Introduce website and collateral updates to coincide with product launch (complete) • Partner more closely with product to establish approved flow of roadmap/future feature information & release of approved materials and scripts for sales • Prep for the 9/30 release • Plan further in advance for future releases to better equip marketing to support sales with an eye toward the future • Enhancements to demo videos & scripts 8
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