Agenda & Abstracts
Thursday, Oct 25
Beyond the Hype: Practical Machine Learning for the Analyst
David Gerster, BigML
8:30am – Keynote
We’ve been taught that “data science” is the esoteric domain of PhDs, but like anything else, it’s easy once you understand it. This talk explains the practical process of data wrangling, model training and model optimization from the perspective of the data analyst. Far from being a dry and academic topic, machine learning turns out to be a useful and practical analytical tool. This talk also briefly covers the difference between “artificial intelligence”, “machine learning” and “data science”–and concludes that it is of little practical significance.
How can you get to know your customers better than ever – in the face of GDPR
10:15 – General Session
Many Sales and Marketing teams have made the realization that, through digital identity, they can get to know more about who their customer is, what they like, how they behave. . .and how to better influence them toward a purchase. At Auth0, our most demanding customers are the marketing and sales professionals who dictate to the technology team how the login and identity experience has to be in order to achieve things like conversion and higher registered user counts.The new EU privacy regulation, GDPR, threatens to limit the ability of marketing and sales people to build, through digital identities, a strong customer relationship. This is because GDPR dictates how one can lawfully process customers’ personal data. . .and did I mention the fines for non-compliance are huge? This presentation examines the question – is GDPR really such a threat to your customer relationship when it comes to digital identity? By the end, you will understand how, through digital identity, you can get to know your customers better than you ever have before even within the limits of GDPR.
Eliminating Data Silos
Tim Hale, Coastal Cloud
3:45 – General Session
The rapid proliferation of data collection and new technologies in recent years have allowed Marketing and Sales teams to gather more information than ever before about customers and products. But this proliferation has created challenges as ‘data silos’ have developed that inhibit data sharing and collaboration across departments. There are rising expectations for marketing to demonstrate tangible ROI and on sales teams to accurately forecast and deliver incremental revenue. Customer expectations in our digital age are very high – they expect a seamless and tailored experience as they move through the lifecycle from discovering and learning about products & services to acquiring those products & services and on to the on-going service, support and renewal of those products & services. We have some fantastic new tools to help us meet these expectations but they must be designed and implemented in a thoughtful manner that ensures consistent and high quality data across the enterprise. A significant opportunity exists to break down the data silos and create a more synthesized set of solutions that provide a superior customer experience and maximize potential revenue. Mr. Hale will discuss how organizations are dealing with this challenge and producing better results. New technologies and better data management allow us to operate our organizations with more speed, transparency and effectiveness than ever before.
How customers make decisions and choices through heuristics
Sushmita Venkatraman, The Linus Group
11:15am – Marketing Track
Want to have a good idea of how people make decisions or what they will buy? How do marketers design options that can influence the way customers make choice about a product or a brand?
‘Choice architecture’ is a concept that emerges from the field of behavioral economics and indicates that the way a choice is presented influences how people choose, or how the choice is made. This concept was explained in Richard Thaler’s best-seller called “Nudge: Improving Decisions about Health, Wealth and Happiness,” who also won the nobel prize for behavioral economics in 2017.
It is well known that the online and digital environment has resulted in “information overload” and “marketing fluff”, and skeptical scientists demand the ability to choose between products and brands. The real power of choice architecture is not its ability to coerce but its ability to persuade people that this is the best way to choose.
To enable this, we need to understand heuristics- or shortcuts that the brain uses to make decisions instinctively, rather than logically. Heuristics or nudges can be approached deliberately to encourage/enable helpful thinking and decisions, and that this is more effective in shifting individual and group behavior. The concept offers a different and hopefully more successful way to help people shift their thinking and make decisions.
In this breakout session, we will explore the different type of heuristics (consistency, availability, scarcity, likeness, reciprocity, social proof, etc.) and discuss how marketers can become “choice architects” to best understand our customer’s thinking, how they make decisions and manage change of all sorts. Using relevant examples in our field, we will learn how to best position a brand or product within the context the consumer experiences it – so that our efforts stand out in the consumer’s own terms.
Case Study: How will AI affect the sales organization?
11:15am – Sales Track
In this session, a life science instrumentation company will present a case study on using the data within the company to prove the impact that their marketing activities had on the company objectives.
AI, Chatbots, and Personification. Customer Insights and UX
Tim Hale, Coastal Cloud
1:15pm – Marketing Track
The rapid evolution and application of Artificial Intelligence (AI) is leading to what some are calling ‘The Fourth Industrial Evolution.’ AI was invented in the 1950s but is coming of age today and is increasingly impacting how organizations market, sell and serve their customers. In this session we’ll discuss and demonstrate some ‘real world’ applications of AI in the form of chatbots and personification. These solutions are going mainstream and have the potential to increase efficiency and enhance a customer’s experience – but they must be managed as part of a more holistic program. AI capabilities of today can be useful but are most effective as a complement to human solutions. We will review what capabilities are now available and how you can apply them in your organization today. We’ll also talk about longer term trends and where the AI revolution is heading.
Using Big Data to Create Personalized Messaging that Converts
Laura Haldane, SciLeads Ltd
1:15pm – Sales Track
The rise of open data, in particular greater transparency on government spending and open science, means there is more data than ever available about your potential customers. We know that greater personalization results in higher conversions, whether it be more sales or more leads, but how can you take advantage of the increasing amounts of data to drive results? This talk will look at the data that’s available and how taking advantage, companies are empowered to create relevant, timely and specific messaging that get better results.
Using LinkedIn for sales and marketing
2:30pm – General Session
Many LinkedIn users don’t take advantage of its full potential – they use it as nothing more than an electronic Rolodex or a place to list their resume. What a shame! LinkedIn is the #1 selling tool at your disposal today, if used strategically.
LinkedIn has evolved over the years, and so have your prospects. They’re not open to unknown connections, or overt sales attempts anymore. Learn what’s working in in the new era of LinkedIn to maximize your prospecting and relationship building efforts the right way for today’s buyers.
Anyone can become a LinkedIn black belt in just a short time with the right tips and tricks.
Participants will learn:
- What 99% of LinkedIn profiles are doing wrong
- How to build your profile to be a strategic selling tool, not just a passive resume
- How to cultivate leads on LinkedIn that are truly viable
- How to virtually guarantee new connection requests are accepted
- What most salespeople do wrong when a connection is made
- How you can sell more by selling less
- Using the daily connections tool
- Status updated – what buyers love to see!
- How to boost your interactions using the latest buyer research to build relationships that bring greater results
Shipped Winner Presentation. Try it for Yourself
3:45pm – General Session
How well do your sales and marketing teams collaborate? 87% of commercial professionals surveyed by Harvard Business Review stated their cross-functional team interactions require greater optimization. Companies who have aligned into cohesive teams achieve improved performance. Sales cycles are reduced and the cost of sales is lower. Teams working together portray a united front which evokes trust and confidence in the customer.
This interactive session will begin with a presentation by the winning team from the SHIPPED Workshop. will present their work. Joe Bedford will provide a summary on conducting market research, Conrad Walgren will discuss branding, Joanne Dimitrakopoulos will provide key points to consider during a product launch, and Craig Dobbs will define the sales strategy. Then it’s your turn!
Knowledge Alley Welcome Reception
Friday, Oct 26
Marketing in the world of Open Science
Yuri Narciss, ResearchGate
8:15am – Marketing Track
The average person has five social media accounts and spends 1 hour and 40 minutes browsing these networks every day. Life scientists are no exception, and this trend is driving a major change in the field: Just like news, scientific discoveries are now shared and read about on social and professional networks.
Life scientists used to wait up to eight months to publish their results in journals. Now they increasingly share them with peers online in real time. This movement is called Open Science, and over 50 percent of all life scientists worldwide are driving it by connecting with each other and sharing research on professional social networks.
In this keynote, Yuri Narciss will speak about this changing scientific landscape, and how life science marketers can navigate it effectively.
You will learn:
- Where life scientists engage online, and how to connect with them.
- How to build your brand and drive sales through specialized content and effective targeting in an Open Science environment.
- How instrumentation companies navigate Open Science and use it to reach their marketing goals.
Panel – Sales training best practices
Moderator: Stephen Archer
8:15am – Sales Track
How to Develop Talented Leaders
Cindy Collins, Human Longevity
8:15am – Leadership Track
As Jack Welch said, “Before you are a leader, success is all about growing yourself. When you become a leader, success is all about growing others.” Yet, no one method of development will work for everyone, since our teams may include a rainbow of cultures, ages, gender, and career level. A good leader understands the diverse styles of their team members and tailors their coaching to their unique needs. In the “How to Develop Talented Leaders” panel session, we’ll hear leaders discuss how they have successfully found and grown leaders from a variety of backgrounds and skill levels.
Making Automated Life Science Marketing More Lifelike: Developing your Marketing Automation Strategy
Michael Biros, Cellerynt Group
8:45am – Marketing Track
Learn how to most effectively use a marketing automation system by developing a strategy before implementation. The strategy should determine the cadence and general content of the promotional email program, estimate the size of the required marketing database, inform development of website content and collateral help in the definition of MQLs and SQLs.
From Sandler to Challenger, A Sales Methodology Review
Mark Hozza, Dragonfly Life Science Consulting
9:15am – Sales Track
Which Sales Methodology is right for my team? You may have asked yourself that at least once or twice throughout your career. So you picked up the most recent book on the hottest new sales methodology and then thought “Now what?” Sales methodologies are a great way to add structure to your sales process, but it’s not a one-size-fits-all proposition, you need to choose the methodology that best represents your company’s products, values, market and goals. In this session, we’ll review some of the most common methodologies over the years and have an open discussion on what’s working in the Life Sciences.
Leading Teams in the Digital Workplace
9:15am – Leadership Track
Ask our customer panel anything about online purchasing
Moderator: Bill Kelly
10:15am – General Session
With the rise of B2C e-commerce, customers are more comfortable and in many cases prefer making parts or all of their purchasing decisions online. With our customer panel, Bill Kelly will be leading a discussion about how a customer’s expectations and desires have changed with ecommerce. The conversation will center around the who customers would like to interact with, when they’d like to interact with them and what information the need to make a decision. We will also discuss the role of third-party purchasing portals, such as Amazon, Bio-Compare or LabViva.
The art of storytelling
Everyone loves stories. They’ve opened up our imaginations, connected us with unsung heroes and made a lasting impact on our memories. How can marketers be empowered to tell powerful stories of a product or a brand that help fit into an organization’s short and long-term plan? What are the benefits of using story-telling modalities to change internal and external audience behavior? Gina Mullane, the Corporate Senior Vice President & Chief Marketing Officer at Charles River Labs (CRL) will share how CRL’s marketing team used the power of storytelling to change Charles River Lab’s brand perception, increase its awareness in the market and convert prospects to customers. By sharing the story of Evie, a young girl born with a rare bone disease—CRL celebrated a network of scientists, clinicians and researchers who work tirelessly on life-changing drug discovery and development and not only overcame general skepticism but also challenged myths about the Pharma-CRO collaboration today. In this session, Gina will talk about the art of combining storytelling and marketing to emotionally and creatively celebrate a brand and highlight the steps required to craft a story that lives in breath your mission—inside and out.
Maximize Internal Relationships for Sales
“How can a field sales/marketing professional get full support of the back-office? How can a leader of the back-office team build a sustainable support team for the field? Historically, a company’s corporate headquarters is where all support staff resided – marketing, human resources, accounting, R&D, leadership. While that continues to be most corporate models today, there is a growing trend for a variety of corporate roles be field-based. This creates interesting challenges for organizations to ensure prompt follow-up, cohesive team dynamics, clear assignment of roles and responsibilities, development of staff, seamless communication channels, etc. For sales and marketing staff that are field-based, dependence on the home office is necessary and often a challenge. Field-based vs. back-office cohesiveness are impacted by many factors, including: differences in time zones/work hours; a lack of empathy for seeing the customer’s pains (and demands) first hand; a jam-packed schedule that provides abbreviated and perceived impatient requests; and many more. It’s very common for the back-office staff to feel underappreciated and for the field-based staff to consider themselves isolated and not supported. Is it possible to minimize the normal animosity felt by the two groups? The answer is yes and whether you are the leader or the individual rep, this session is sure to offer proven tactics on how to better bond the teams.”
Career Stages (Panel)
Moderator: Keith Osiewicz, Ingeniux
At the conclusion of the 2017 ACP-LS show, many attendees said they wanted to hear more from their fellow life science professionals so attend this moderated panel discussion to hear people that do what you do discuss career issues, industry trends, and ways to be more effective at your job.
This hour-long session includes (list panelists and affiliations). They will discuss issues such as:
- Ways to advance in your career
- Fitting in with the company culture
- Making the transition from science to a commercial-oriented role
- Tips for handling tough situations such as layoffs, reorganizations, new job responsibilities, harassment (should we go there?)
- Life Science industry trends for the next five years
Marketing Channel Mix: How Should it all Fit Together? (Panel)
Moderator: Keith Osiewicz, Ingeniux
How are all of your marketing channels supposed to fit together to deliver success? This is the big question any head of marketing faces, and as the number of digital marketing opportunties expands this question is more important than ever. Come learn how marketing leaders from life science companies of various sizes spend their finite marketing budget on different channels to reach their goals.
Joanne Gordon, The Full Circle
Over 30 million people have used the DISC profile to increase self-knowledge, facilitate better relationships and teamwork, and enhance sales effectiveness.
In this 90-minute, interactive session, we’ll learn about our 4 core behavioral qualities (Dominating, Influencing, Steadiness and Conscientiousness), why we tend to behave in certain ways in particular situations, and how to apply this knowledge in our interactions.
Participants are encouraged to take a short on-line assessment in advance, and bring their insights and questions to session. There are many on-line versions with varying levels feedback and cost. One tool with the option of a free write-up can be found at: https://www.tonyrobbins.com/disc/
Annual Meeting Registration Pricing
|Nov – Jan||$649|
|Feb – Apr||$750|
|May – Jul||$859|
Last year’s paid member’s receive a special rate. Contact us for more information.
Need to Convince Your Boss? Take a look at last year’s persuasion kit.
Group Registration Discounts
|1 – 2||n/a|
|3 – 5||10%|
|6 – 10||15%|
Contact us to receive the group rates.