Guest column
Consumer privacy is driving startups to immediately begin marketing and data collection. Google and Apple have recently stressed the importance of first-party data collection for businesses. For the last two decades, businesses have had access to cookies to advertise to people who visited their digital assets. Digital advertising has already changed with Apple’s iOS 14.5 alterations, switching the default of ad tracking from yes to no and both Google and Apple expect data privacy to increase.
For startups, when and how to begin marketing their business can feel like a cumbersome task. As a chief marketing officer, I was asked to list services and channels that I oversee, and I came up with 16. For founders of startups who must often take on the roles of CEO and COO in addition to CMO as they look to expand their teams, that time commitment is not reasonable for someone who also has a personal life.
Entrepreneurs need tools that are simple to institute and not cost prohibitive, to meet their respective milestones. First, we need to collect first party data, so that when we get to our minimum viable product we have plenty of people waiting to buy it. Next, marketing must work even when we can’t focus on it. Third, we must focus on revenue generating activities, whether they are marketing or not. Finally, we want to create an environment where successful entrepreneurs have a work and life balance.
A virtual phone number is the first marketing tool I would use for any business. This number can be connected to your cell phone during certain hours of the day and disconnected for others. This allows people to reach you on your schedule. Put this phone number on every asset you have, so it can be integrated into future tools, such as customer relationship management and Google My Business. With proper opt-in information, it also creates an immediate list for SMS marketing in the future. A virtual phone number typically runs $1 to $2 a month plus usage fees, so it can be used by any business.
It is important that this is set up first, because without this, you can’t use the following marketing tools effectively.
An entrepreneurs’ worst nightmare is missing an important phone call, whether it’s an investor or closing your first sale. Constant phone and email checking causes anxiety, but more importantly, it is a low revenue activity, so you are actively hurting your business.
Missed Call – Text Back, or MCTB, allows a customizable text message to be delivered to a client when you miss their phone call. It moves the caller towards resolution (sales or otherwise) immediately encouraging them to give you more information about their problem. The best part is, that once you have the system in place, it costs you zero time. Imagine walking out of a meeting and instead of 10 missed calls, you have 10 text messages that you can quickly answer. How much time did you just get back?
Pro Tip: In many cases, you can automate your emails in a similar way.
Now that we have a tool that allows us to work productively without constant phone checking, we need to increase our book of business. This is where a funnel comes in.
A funnel is a unique digital experience you would like a specific person — a client or investor — to have. When you start a business, a funnel can be your website because you only have one specific thing you want any visitor to do, like collect information.
Almost every consultant to new businesses is promoting funnel building. Why? Because a good funnel motivates people to act in a specific way. If you are raising funds, you want an investor to have a specific experience to garner interest, not hope they navigate to the correct webpage. If you have a new technology, you want early adopters to learn and then provide a simple way to collect their information, so that you can contact them when your product is ready. Finally, if you’re about to hit the market with your new product, providing customers with a simple purchase method will improve revenue during your important proof-of-concept period.
Funnels, like MCTB, can grow and adapt with your business, providing different groups of people with different experiences, with minimal effort. For instance, suppose I created a dating app and needed early adopters. Instead of creating one funnel, let’s say I created two. The only difference between the two funnels, is the first one’s headline was “The No. 1 new dating app for men” and then the second one said women. Everything else remains the same, but the experience is immediately different for the consumer. The more you can change the funnel to cater to their personal experience, the better it will be, but even simple changes can go a long way.
Pro Tip: Funnels are easiest to keep track of when they are subdomains of your website.
The final tool I recommend to start is Automated SMS Marketing. Assuming you have people properly opted in from your funnel — review Telephone Consumer Protection Act (1991) to ensure legal compliance — you can make sure they receive a welcome message in the first 5 minutes.
The most important part of text messaging marketing is allowing your customer to believe they are really having a conversation with you. If you can avoid it, never tell a customer that your digital number is automated. If you need, tell them it is automated but overseen by you. You are the owner of the business or the inventor of the technology, people want to talk to you. Customers want to pretend that they know you. Allow them this feeling. Once the customer responds, you should be picking up an organic conversation with them anyway.
Using these tools, we have created a simple, repeatable method to gather customer data and start their customer journey. Your funnel may also help you gather an email list, but your most active prospects will be more than willing to communicate with you over the phone.
When you can’t take calls, whether it’s because you are in a meeting or with your kids, you can rest easier, knowing that potential customers get an immediate response that helps them get where they need to go, or at the very least, when you get back to work, you can help them quickly.
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Chris Romani is the chief marketing officer for illumiPure, a Houston-based medical device company.
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They say it’s all in the timing. For CellChorus, it’s all in the TIMING. That’s Time-lapse Imaging Microscopy In Nanowell Grids. TIMING is a visual AI program that evaluates cell activation, killing and movement, which allows scientists to better understand how cells function.
The technology is important to the development of novel therapies in the realms of oncology, infectious diseases, and countless other disorders and diseases. By allowing scientists to observe those maladies at their roots, it will enable them to create, and ultimately deliver new medications and other therapies faster, at lower cost, and with a higher success rate.
CellChorus is a spinoff of the Single Cell Lab at the University of Houston. Part of UH’s Technology Bridge, CEO Daniel Meyer connected with co-founder and leader of Single Cell Lab, Navin Varadarajan, through co-founder Laurence Cooper.
“The company had been established, but there were limited operations,” recalls Meyer during a phone call with InnovationMap.
That was the fall of 2020. Now, the team has just announced a $2.3 million SBIR (Small Business Innovation Research) Fast-Track grant from the National Institute of General Medical Sciences.
“This funding will support development of a product offering that builds on the success of our early access laboratory,” Cooper said in a press release. “As the next frontier of cellular analysis, dynamic single-cell analysis will increase the impact that immunotherapies have in improving the lives of patients.”
Meyer is based in the Bay Area, but the rest of the team is in Houston. Meyer has a proven track record as an investor and early stage entrepreneur in life sciences companies, including work as COO of Genospace, which was acquired by HCA Healthcare.
Meyer says that what attracted him to CellChorus was a combination of a clear need for the technology and the fact that it was “very well validated.“
“Developers of immunotherapies need better functional data earlier so that they can develop and deliver better therapies,” he explains.
Another aspect of its appeal was the fact that more than 10 publications featured data from the TIMING platform.
“We’ve had both large and small biopharmas publish data,” says Meyer. “That’s important as well because it shows there’s applicability in both nonprofit and for-profit research.”
Though Meyer himself doesn’t currently live in Houston, he recognizes its importance to CellChorus. He says that it can be difficult for an early stage company to find appropriate lab space, so Technology Bridge was of exceptional importance for CellChorus. Since opening the lab a year and a half ago, Varadarajan and his team have been busy.
“Example projects we have completed include understanding mechanism of action for cell therapy products, selecting lead candidates for T cell engagers, identifying biomarkers of response to cell therapies, and quantifying potency and viability for cell therapy manufacturing technologies,” says Meyer.
And now, CellChorus is collaborating with leaders in the industry.
“These include top-25 biopharmaceutical companies and promising venture-backed biotechnology companies, as well as leading not-for-profit research institutions,” says Meyer in a press release. It’s clear that the TIMING is right for CellChorus to excel.
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