It's undeniable that businesses are facing economic uncertainty in 2023. Here's what marketing tools to tap into to navigate the challenges ahead. Photo via Getty Images

All indications point to a fair amount of economic uncertainty in the coming months. I think a lot of B-to-B companies, across many industries, are going to retrench in their spending, and deals will likely be harder to close because more approvals will be required. Still, there are going to be those companies who will continue to grow because they are using the right go to market strategies and tactics.

Here are some of the things for high growth company management teams to consider doing.

Invest in a CRM tool — and the time to set it up

A customer relations management, or CRM, tool is an essential component of data measurement — and every company needs to closely track those key performance indicators towards revenue and growth goals.

A CRM tool doesn’t have to be expensive. There are many low initial investment options such as Hubspot, SharpSpring, and others. The investment then becomes the staff or consultant time to set it up correctly so that it meets a company’s needs and to continue to monitor it.

How much time is spent depends on what you want the system to do. Some companies run their website out of a CRM platform, or send automated emails, or do their other social media through it. Others only use it to track their contacts and sales.

Data may show desired progress — or it may show stagnation — and a team needs to be able to analyze information expediently to reformulate a plan, or pivot to a new one, if needed.

Prioritize the digital toolkit

While companies have a lot of different digital marketing tools at their disposal, there are five basic elements to consider optimizing. If the resources aren’t available to tackle them all at once, the management team needs to determine their top priorities.

Website design and content: Think about this as a company’s virtual lobby. A well-designed website with relevant content is essential for attracting new business. Ranking well in organic web searches — SEO — is also a very important component.

Social media: LinkedIn, with its business focus, is a great place to start. Companies can share their story, interact with potential investors, and build relationships with potential clients.

Email marketing: An email marketing newsletter is the logical step after developing a compelling company website. The content should benefit the reader. What can you do for them?

Content marketing: Blog posts, videos and ebooks are just some of the value added content you can share with potential investors and clients. What makes your company different from your competitors?

Paid advertising: Companies can use paid advertising to target potential new customers through online channels such as search engines and social media. The nice thing about paid advertising is that the attribution is there — companies can pinpoint exactly what messaging resonated with a potential client.

Let goals drive strategy

SEO and digital ads are not the solution for every company. Some companies need to make only a handful of deals each year to reach revenue goals. Broad-based digital marketing is not the best strategy for these players. What is? Often content.

The internet has given potential customers unparalleled ability to comparison shop. They want to know what a company does differently than its competitors. Whether a service or product is cheaper or faster or easier to work with. So tell them.

In addition to web content, speaking opportunities at conferences are a powerful way for companies to position themselves as differentiated in a given marketplace.

On the flip side, high volume players who require a lot of smaller deals would do very well with a far-reaching digital outreach approach.

Listen to experts

No one is an expert in all areas. And they shouldn’t try to be. Whether that is financial analysis or digital marketing, hiring the right people to fill in any deficiencies is the smart move.

Trying to wing it through effort and good intentions is often frustrating for everyone. With digital marketing and lead generation, a lack of expertise can sometimes result in implementing a product or service that’s not really going to generate the expected results.

If a company spends big money on a digital marketing tactic, and it fails to land new business, then the assumption might be that digital marketing doesn’t work. That’s often not the case. It was simply the wrong tool for the job. An expert would help pinpoint the correct one.

Measure success first by revenue

Digital marketing should primarily be responsible for moving potential customers down the sales funnel. And sales revenue is the best evidence that the marketing was effective.

There has always been that push and pull with sales and marketing about what actions actually contribute to closing a deal but a good CRM tool will help.

There are other ways to measure the success of any campaign:

  • The number of visitors to a company’s website or social media page
  • The level of engagement a campaign generates or the amount of time a prospect engages with content
  • The number of leads generated, along with the quality of that lead
  • The return on investment

Continued growth starts with goal setting and coming up with a marketing and business development strategy that fits the unique needs of a business. This works most effectively when a company’s management team ensures that marketing and sales are working in lockstep. They are two sides of the same coin and need to see themselves that way to maximize results and therefore profit.

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Libby Covington is partner at Houston-based The Craig Group, a strategic digital marketing solutions consulting firm. Her specialty is in understanding how sales and marketing work together effectively.

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Rice University announces leader of new materials and nanotechnology institute

at the helm

A recently established institute at Rice University has revealed its new leader.

The Rice Advanced Materials Institute has named Lane Martin as director. Martin will also serve as Welch Professor of Materials Science and NanoEngineering in the George R. Brown School of Engineering. He begins both roles on July 1.

“Lane is everything we expect our faculty to be — hard-working, committed to excellence, dedicated to students and collaborative across disciplines,” says Howard R. Hughes Provost Amy Dittmar in a news release. “I look forward to seeing Rice faculty and students reap the benefits of his leadership.”

Prior to his appointment at Rice, Martin was the chancellor’s professor of materials science and engineering at the University of California, Berkeley. He also served as chair of the materials science and engineering department, faculty scientist in the material sciences division of the Lawrence Berkeley National Laboratory, and co-director of the Collaborative for Hierarchical Agile and Responsive Materials, according to the release.

“I had the privilege of mentoring Lane when he was a doctoral student at Berkeley,” says Ramamoorthy Ramesh, vice president for research, professor of materials science and nanoengineering and professor of physics and astronomy. “He is a gifted scientist with the boldness and vision to build this new institute into a research powerhouse.”

The new institute was created following a $100 million gift from Houston-based Welch Foundation. It will bring together chemistry, materials science, machine learning, and artificial intelligence to revolutionize the future of industry.

“This institute will keep Rice at the forefront of high-impact research related to energy transition, advanced materials and future computing,” says Luay Nakhleh, the William and Stephanie Sick Dean of the school, in the release. “It will empower our faculty and students to help solve some of the most pressing problems of our day.”

Report: Texas rises through the ranks of most innovative states

moving on up

The Lone Star State has again taken a step up on an annual report that ranks the most and least innovative states in the country — this time cracking the top 15.

Texas ranked No. 15 in personal finance site WalletHub's 2023’s Most and Least Innovative States ranking. It's a steady improvement for the state, which ranked No. 16 in 2022 and No. 17 in 2021.

The report analyzed the 50 states and the District of Columbia and how each performed across 22 key metrics, including population of STEM professionals, venture capital investment activity, number of technology companies, patents per capita, and more. The data was pulled from the U.S. Census Bureau, Bureau of Labor Statistics, National Science Foundation, National Center for Education Statistics, United States Patent and Trademark Office, and other records.

Here's how Texas performed at a glance:

  • No. 18 for share of STEM professionals
  • No. 16 for projected STEM job demand by 2030
  • No. 25 for eighth grade math and science performance
  • No. 21 – for share of science and engineering graduates aged 25 or older
  • No. 13 – for share of technology companies
  • No. 31 – for R&D spending per capita
  • No. 18 – venture capital funding per capita
For the 11th year, Texas won Site Selection Magazine's Governor's Cup, the governor's office announced earlier this year. The award, which Texas has won 19 times since its inception in 1978, recognizes the nation’s top-performing state for job-creating business relocations and expansions.

"Texas truly is America’s economic engine, and we stand apart as a model for the nation. When choosing where to relocate or expand their businesses, more and more innovative industry leaders find themselves at home in our state," Governor Greg Abbott says in a news release about the award.

"I congratulate the exceptional economic development teams at the local, regional, and state level who have worked so diligently to attract and retain these growing businesses and the jobs they create in diverse communities across this great state," he continues.

The most innovative states included the District of Columbia, which ranked at No. 1, followed by Massachusetts, Washington, Maryland, and California, respectively. The least innovative state was identified as Mississippi, followed by Louisiana, North Dakota, West Virginia, and Arkansas, respectively.

Source: WalletHub

Access to quality education is a significant contributor to each state's innovation economy, the experts say in the report.

"Investing in education, particularly K-12 but also at the University level, it is no accident that innovative ecosystems develop in states with strong education systems and research universities," says David L. Deeds, professor at the University of St. Thomas in Minneapolis. "These institutions build strong capable modern workforces that attract capital, and jobs and create innovations. The benefits do not happen overnight, in fact, they take years if not decades, but consider what The UC’s or the University of Texas at Austin have meant for the development of premier innovative ecosystems."

Investor advocates now is the time to position Houston as a leading biomanufacturing hub

houston innovators podcast episode 178

Houston has all the ingredients to be a successful synthetic biology hub, says Veronica Wu. She believes so strongly in this that she relocated to Houston from Silicon Valley just over a year ago to start a venture capital firm dedicated to the field. Since then, she's doubled down on her passion for Houston leading in biotech — especially when it comes to one uniquely Houston opportunity: biomanufacturing.

While Houston's health care innovation scene is actively deploying synthetic biology applications, Wu points to Houston-based Solugen, a plant-based chemical producer, as an example of what Houston has to offer at-scale industrial biomanufacturing. Houston has the workforce and the physical space available for more of these types of biomanufacturing plants, which have a huge potential to move the needle on reducing carbon emissions.

"This is really fundamental technology that's going to change the paradigm and whole dialogue of how we are making a significant impact in reducing a carbon footprint and improving sustainability," says Wu, founder and managing partner of First Bight Ventures, on the Houston Innovators Podcast.

Several aspects — government funding, corporate interest, advances in technology — have converged to make it an ideal time for synthetic biology innovators and investors, Wu explains on the show, and she has an idea of what Houston needs to secure its spot as a leader in the space: The BioWell.

First introduced at a Houston Tech Rodeo event at the Texas Medical Center's Innovation Factory, The BioWell is a public-private partnership that aims to provide access to pilot and lab space, mentorship and programming, and more support that biomanufacturing innovators critically need.

"The way we envision The BioWell is it will provide a holistic, curated support for startups to be able to get across the Valley of Death," Wu says, explaining that startups transitioning from research and development into commercialization need extra support. The BioWell will provide that, as well as allow more engagement from corporations, investors, and other players.

Now that her plans for The BioWell have been announced, Wu is looking for those who want to be a part of it.

She shares more about her mission and what's next for First Bight Ventures on the podcast. Listen to the interview below — or wherever you stream your podcasts — and subscribe for weekly episodes.