80-90% of B2B buyers select vendors from their initial consideration set. That means if you want to be the final choice, you have to be the first real choice from the very beginning. Increasing share of voice within the cell selection and isolation community can help you get there.

A study by Cumulus Media found that brands tend to grow when their share of voice exceeds their current market share, and drink when it does not.

Your share of voice is made up of:

• Application notes and protocols

• Webinars and video tutorials

• White papers on new capabilities enabled by recent technological advances, and research questions that couldn’t be explored before

• Case studies that showcase successful research using your equipment and what clinical or research outcomes the customer was able to achieve

• The number of journal articles mentioning your company’s cell selection and isolation equipment compared to competitors

• The number of conference presentations, posters, and exhibits that mention you mentions by researchers in forums and communities in discussions of their research
  
  That’s a lot of content. You probably don’t want your PhDs who could be doing R&D to spend their time writing marketing content, but you need that share of voice bigger than your market share to keep growing your sales. And all that content could easily end up as disorganized marketing collateral soup that never gets used, if there’s no plan for how to leverage it into more inquiries and more sales.
  
  I’m a former molecular biologist and agency copywriter here to serve cell selection and isolation marketing executives by increasing your share of voice and brand recall, to make sure your technology is considered first.
  
  Clients engage me when their sales teams feel they’re always trying to make last minute saves when they end up on the bottom of a vendor list because “procurement says we need a third option.”