Pharmacy Market BUZZ

Market News, Products, Services, and Trends

Straight From the Stage: Inbound Marketing with Dan Tyre

Q: Is it ok to prospect for new business in the Spring of 2020?

Yes, it is. Although there have been quite a few curveballs so far this year, business is being conducted in many industries and 2020 is still a great time to start a relationship. Companies that practice the Inbound philosophy know that adding value before extracting value is a great way to start and build a relationship regardless of the outside factors. Make sure you do enough research on the industry, company and contact before you call and listen empathetically to voice tone when you connect.

In the Spring/Summer of 2020 most industries and businesses fall into three categories - Survival -Adopt-Growth. Certain segments of the pharma industry that catered to heavily impacted vertical markets could be very cautious.  You can still try to help those people & companies but it may be hard to help the performance of their business. A larger segment of the economy is in Adapt mode - those are companies that have had to adjust to the new normal like pharma companies that sent people on site or conducted a lot of live events. Helping those customers with a transition to remote work can be very impactful and lay the foundation for  more trust and credibility when prospects decide to invest in growth. Finally there are many industries and companies that are in super growth mode. These are industries that are managing pharma logistics, manufacturing & supply chain, remote fulfillment and supporting  self-service. Those markets are evolving very quickly and are looking for help to understand how they can capitalize on the new opportunities.

Q: How do you determine if a client is ready to talk about their business?

The surprising part of this process is the industry doesn’t dictate the response from the business. We have seen hundreds of companies who should be in Survival mode – pivot to Adapt mode by sheer will. Usually it is an experienced entrepreneur who understands that they need to develop new products or services and deliver them to their clients and new clients in an on line fashion. We start the conversation the same way all the time.

Hello Samantha, how are you doing?

Are you safe?

Are you healthy?

How are you adapting to the new normal?

Most companies are over the initial shock and ready to talk about what they need to hit their 2020 goals.  If it is too early to discuss business, you can tell. There response tends to be more dependent on outside influences than on what they are doing to overcome the recent challenges. If the client isn’t ready to talk new business that is ok too. We want to make sure they know we are there when they need us and happy to help them scale.

Q: How important is your website in the “new normal”?

One of the unintended consequences of the recent disruption, is the significant increase in on line web traffic. Most inbound companies understood the importance of optimizing the website for qualified buyers, but this recent shift makes it even more important to enrich your website with information that supports the client journey. HubSpot has been publishing weekly statistics to showcase the impact of these changes in different parts of the world to show the impact on a week by week basis.

Take a look at your own website today. Is it obvious who you work with as your most important niche? Do you have ways to build trust? Are there multiple low touch offers that can accelerate the sales process? Are you treating your prospects and customers the same or do you have separate parts of your website that provides the right information to the right person at the right time?

Q: Does sales & marketing alignment matter in these new times?

Sales and marketing alignment has never been more important. Today, it’s better to be a specialist, than a generalist. The riches are in the niches – the more you focus on a particular industry, segment, company size and region, the better results you are likely to get. You help first and put the prospect in control of the timing. You treat all valid prospects like customers so that they get loads of value even before they start paying you money. You prefer to not lose money on the deal, but in 2020 people like to be helped first. If your sales and marketing is not aligned, all of the good work that goes into gaining awareness, building trust, showcasing your corporate ethos and values, teaching and supporting, can go right out the window, if a short sighted salesperson doesn’t follow the new rules of engagement.

Sales alignment is necessary because of current buyer behavior and there are lots of resources that can help you

Q: What is the inbound revolution and why is it important?

As HubSpot enters its 14th year with over 70,000 paid customers, 3,000 employees and providing value in 130 countries, we can see the impact on the Inbound philosophy has on business. We call the transformation of the sales oriented sales funnel to the customer oriented inbound sales & marketing and services process the Inbound Revolution. Todd Hockenberry and I wrote a book on it in 2018 and it is designed to help companies who want to invest in this very important philosophy. Inbound has transformed thousands of companies world wide and should be able to do the same thing for you. Inbound was started by a small group of people, it grew very quickly, it has some staunch advocates and defenders, it has proven to work and it could be the key to your transition in 2020.

DMT s2 copy.PNG

DAN TYRE | Director, HubSpot

Dan Tyre is an authority on inbound marketing and sales and has become a regular speaker, blog writer, mentor and coach for those who want to harness of the power of inbound marketing to improve their bottom line. He joined HubSpot as a member of the original team in May of 2007 as the first salesperson for the company. Since then, Dan has held various positions in sales, sales management, recruiting, training, and expansion of the HubSpot sales team. He also created the term “Smarketing”, which is the alignment of both sales and marketing.

Dan’s favorite thing about sales is helping people, with a life motto of “always be helping”. His goal is to do the most good that he can for the universe. Dan loves helping local startups and serves as a mentor for executives and young people with heart and ambition, but a limited professional network.

In April 2018, he got to further share his knowledge with the world by publishing a book by Wiley Business Press with Todd Hockenberry called Inbound Organization: How to Build and Strengthen Your Company's Future Using Inbound Principles.

 Dan has been married to Amy Tyre for more than 29 years.

Copy of STRAIGHT FROM THE STAGE Q&A banner 2.png

How Do I Continue to Market and Sell During COVID-19? 

Due to popular demand, we are continuing the Straight From the Stage Q&A Series for the Month of June! 

We spoke with industry thought leaders about how to continue SMART and RESPONSIBLE marketing and sales activities during a pandemic. Topics include B2B sales strategies, inbound marketing, video communications, and more.

Stay tuned for a brand new Q&A every Friday in the month!

Today's Posts

This post is related to:

Personalized Wellness, Point-of-Care Services