An interview with James Fischer, Marketing Manager at Proscia
We sit down with James Fischer, the Marketing Manager at Proscia. Proscia is the leading diagnostic lab and life sciences organization using a data-driven approach to pathology with Concentriq®
How did you end up at Proscia and what problem does Proscia solve for its clients?
I have years of experience in marketing for clinical care, diagnostics, and life sciences. I'm passionate about organizations driving innovation and solutions. Proscia's driven team and innovative platform are well-positioned to revolutionize pathology in clinical and life science settings, which drew me to join the company.
As the Marketing Manager, what are your main responsibilities at Proscia?
My primary responsibility is to create demand for our solutions using a multi-channel approach with digital tactics, inside sales, and events. I also support sales by providing marketing materials and ensuring a consistent brand experience. I work with internal resources to align marketing and sales teams for better results.
To get a bit more technical, what are some of the acquisition channels that have worked well for Proscia and why do you think that is?
In marketing, there's no one-size-fits-all solution for driving demand, which is an exciting challenge. We need an integrated approach involving our demand, product, and communications teams to create brand and product awareness. Recently, our team has found great success at conferences and events, where attendees can see our platform in action and receive immediate follow-up.
What role does your Marketing team play when it comes to organising, operating and improving your marketing-sales funnel?
Marketing success requires a purpose-driven team that understands customer needs and values consistency. Our main focus is building brand and platform awareness, accelerating sales funnel velocity, and delivering top-quality content to all interested parties.
At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. If you had to summarise the high-level LeadGenMarketing strategy of Proscia, what would it be?
Our main priority is delivering the best user experience through a dedicated team and best-in-class platform. The marketing strategy recognizes the variability of our unique customer segments' needs and content consumption behaviors. We work diligently to provide tailored information to each segment via the best channels to reach them.
What is a Marketing technique that you've used at Proscia or at previous companies which you believe is underutilized at most Marketing teams - and why?
My response is based on a career-spanning observation and is not exclusive to Proscia. According to a 2018 HBR article, 90% of B2B buyers are influenced by peer recommendations, underscoring the continued importance of word of mouth in marketing. To maximize the potential of this powerful tool, marketers must prioritize customer experience and community engagement while recognizing the high cost of customer acquisition and retention. While sales funnel growth is a key focus, we must never overlook the impact of word of mouth on customer behavior and decision-making.
Marketing can happen using combined tools and methodologies. Which has worked better for Proscia and why do you think that is?
Our pathology platform at Proscia enables efficient scaling and collaboration for our customers. To demonstrate its potential, we have found success in leveraging a mix of digital tactics, inside sales, communications, and events in our marketing strategy. We continuously test and refine our methods to optimize results.
Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
We consistently test and refine our email marketing tactics to provide the best possible content and information for all recipients, regardless of whether it's their first or subsequent interaction with us.