Performance Marketing Q&A With Gary Skidmore, CEO Of Aberdeen Group

Staff Writer | December 12, 2016

Performance Marketing Q&A With Gary Skidmore
We spoke with Gary Skidmore, the CEO of the Aberdeen Group, and asked him to share his insights on lead velocity and marketing performance.  Gary has a well-established track-record of innovation in marketing acceleration from his time as a small business entrepreneur, global company executive and currently as CEO at the Aberdeen Group.

Here are his thoughts on what he’s seen work when it comes to sales and marketing speed.

DECK 7: What do you see as major impediments to marketing performance and ultimately more leads?GARY SKIDMORE: Simply put, marketers continue to get bogged down when they don’t have a clear understanding of who their best customers are, how they think and then what type of information might be most useful for them. When it comes to understanding customers, clarity helps to focus all marketing acceleration efforts (and related lead quantity and quality) on the things that matter to your customer.  That’s a good thing.

D 7: How are leading companies addressing the issue of performance and velocity? GS: We see, from our Aberdeen Group research, that many companies continue to invest in data, predictive tools,

"Performance marketing requires a precise understanding of where to spend your valuable resources along with what to do to accelerate engagement."

content and other marketing technologies to try and solve the issue of performance. However, one of the problems is that while all these tools are great, they usually don't work unless you have some level of integration. For example, data is needed, but how do you align that data by segment with a message? Then, once you identify a trending message, how do you ensure that the content you’re creating actually gets noticed and can drive engagement fast. Best-in-class companies are ones that are integrating data, targeting, messaging and content into one continuous workflow.

D 7: What new innovations are making the scene to help marketers get results faster? GS: There are a number of companies that have launched over the last 12 to 24 months that address data and content discreetly. Regarding data tools, many of these new platforms talk about how you might “predict” who’s about to purchase.  The content and messaging tools might also give you the ability to create and distribute content more readily internally and externally. However, as mentioned above, sometimes these individual technologies don’t go far enough.

Where does Aberdeen play in helping clients improve their marketing velocity? We’re a company spending the majority of our time building solutions that integrate advanced data, machine learning and aligned content to help companies know who to approach first and what to say to them to drive accelerated engagement. Our data and content platform, Lead Essentials, does just that by aligning the best in-market accounts with content that is guaranteed to get them to engage. We've integrated these important functions into one platform and workflow. We’re changing the way marketing works and speeding up the process and related effectiveness significantly. In other words, more conversion and more leads, faster.




D 7: Who are your current customers and how does one take advantage of your solutions (both end users and partners)? GS: Lead Essentials, as well as our other products and services are right for just about any mid to large-size B2B organization. We don't just help organizations find more leads, we give them a fuller picture of who they are, how to reach them and how to get them engaged. We offer a SAAS model with our integrated data and content solution, as well as other ways to engage with us for more custom work. We are aggressively looking for ways to partner with other like-minded technology, data or content providers to help fuel their businesses with our unique data and content assets. To find out more about Aberdeen, visit us at www.aberdeenservices.com


ABOUT ABERDEEN GROUP

Aberdeen Group is a technology and services company that helps tech sales and marketing executives distill smart data science into actionable moments. Aberdeen helps companies win through their unique targeting capabilities (using the CI Technology Data Set), advanced analytics using their own innovative proprietary and public data sources, and their original and research based content engine.

For more information on Aberdeen’s leading data and content platform, Lead Essentials, check out the demo here. If you’re looking for ideas, check out the Aberdeen idea book, chock full of ways that you can use our data and content for your own marketing programs.

You may also be interested in Aberdeen’s latest Guidebook on Account-Based Targeting. Find out new ways to think about what accounts need to be in your account-based sales and marketing programs.  Enjoy!

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Septerna, a biotechnology company discovering and advancing novel small molecule medicines targeting G protein-coupled receptors announced the addition of Liz Bhatt, MS, MBA, as Chief Operating Officer, and Ran Xiao as Vice President of Finance and Business Operations to its leadership team. Septerna launched in January 2022 and is growing a pipeline of differentiated products using its GPCR Native Complex™ platform to unlock the vast untapped potential of GPCR drug targets for a wide range of diseases. We are thrilled to welcome Liz and Ran as we continue to build our exceptional team. Together, they bring deep experience in corporate, commercial, and business strategy. 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Liz also held management roles at Eli Lilly and Maxygen and started her career in research at Affymax. She currently serves as an independent director on the board of eFFECTOR Therapeutics. Liz earned a BA in chemistry from Pomona College, an MS in biomedical sciences from the University of California San Diego, and an MBA from the Kellogg School of Management at Northwestern University. Ran Xiao has more than 20 years of experience in corporate accounting, finance, and business operations in the biotech industry. Prior to Septerna, Ran was the VP of Finance and Corporate Controller at Ambys Medicines, Inc, where she supported the company launch and managed various general and administrative functions through a rapid growth period. Before joining Ambys, Ran was the Corporate Controller at Corvus Pharmaceuticals, where she played a key role in the company’s initial public offering. Prior to Corvus, Ran held various managerial positions at Intermune, Natus Medical, Celera Genomics and CV Therapeutics. Ran has a BS in accounting from Shanghai University of Finance and Economics and an MBA from the Illinois Institute of Technology. Ran is a Chartered Financial Analyst. About GPCRs G protein-coupled receptors are the largest and most diverse family of cell membrane receptors, and humans have hundreds of different GPCRs, each involved in controlling specific biological functions. GPCRs on the surface of each cell bind a wide range of external signaling molecules from throughout the body, and the GPCR transmits the signal across the cell membrane to drive internal cellular mechanisms. GPCRs have been widely studied as drug targets and are the largest family of proteins targeted by approved drug products. An estimated 700 approved drugs target GPCRs, representing approximately one-third of all currently approved drugs. Despite the pharmacological success of GPCRs as a drug class to date, the large majority of potential therapeutic GPCR targets remain undrugged. About Septerna Septerna, Inc., is a biotechnology company creating broad new drug discovery opportunities across many disease areas for the abundant drug target class of G protein-coupled receptors. The company’s Native Complex™ Platform recapitulates GPCRs with their native structure, function, and dynamics outside of the cellular environment to enable new technologies for industrial-scale drug discovery for the entire GPCR target class for the first time. Septerna has an emerging pipeline of GPCR-targeted small molecule drug discovery programs, along with growth potential to reach many GPCRs that have been undruggable and unexploited to date. Septerna was launched in 2022 by scientific founders who have made groundbreaking GPCR discoveries and by founding investor Third Rock Ventures.

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BUSINESS INSIGHTS

invoX Pharma Extends Tender Offer to Acquire F-star Therapeutics, Inc.

invoX Pharma Limited | August 05, 2022

invoX Pharma Limited a wholly owned subsidiary of Sino Biopharmaceutical Limited focused on research and development and business development activities outside of China, and F-star Therapeutics, Inc. a clinical-stage biopharmaceutical company pioneering bispecifics in immunotherapy so more people with cancer can live longer and improved lives, today announced that invoX has extended the expiration of its previously announced tender offer for all of the issued and outstanding shares of F-star common stock for a price of $7.12 per share. The tender offer is now scheduled to expire at 05:00 p.m., Eastern Time, on September 19, 2022, unless it is further extended. The tender offer was previously scheduled to expire at one minute after 11:59 P.M., Eastern time, on August 3, 2022. The tender offer is being extended in order to allow additional time for the satisfaction of the regulatory conditions to the offer. The depositary for the tender offer has advised invoX that as of the previous expiration time there were validly tendered and not withdrawn a total of approximately 13,026,582 shares of F-star common stock, and approximately 2,704,867 shares of F-star common stock tendered pursuant to a notice of guaranteed delivery. All terms and conditions of the tender offer remain unchanged during the extension period. F-star shareholders who have already tendered their shares do not have to re-tender their shares or take any other action as a result of the extension. Complete terms and conditions of the tender offer are set forth in the Offer to Purchase, Letter of Transmittal and other related materials, which have been filed by invoX with the Securities and Exchange Commission on July 7, 2022, as amended. In addition, F-star filed a Solicitation/Recommendation Statement on Schedule 14D-9 with the SEC on July 7, 2022, as amended, which includes, among other things, the recommendation of F-star’s board of directors that F-star stockholders tender all of their shares in the tender offer. The Information Agent for the tender offer is Innisfree M&A Incorporated. The Depositary and Paying Agent for the tender offer is Computershare Trust Company, N.A. For all questions relating to the tender offer, please call the Information Agent, Innisfree M&A Incorporated toll-free at (888) 750-5830; banks and brokers may call collect at (212) 750-5833. About invoX invoX was incorporated in March 2021 and is a wholly owned subsidiary of Sino Biopharm, a global top 40 pharmaceutical company with more than 24,000 employees. United Kingdom-based invoX is Sino Biopharm’s international expansion platform, focusing on R&D and business development activities outside of China, with a core focus on oncology and respiratory therapeutics. At its core, invoX aspires to improve patients’ lives by creating access to innovative medicine. About Sino Biopharm Sino Biopharm, together with its subsidiaries, is a leading, innovative research and development driven pharmaceutical conglomerate in China, with a business scope that is vertically integrated including research and development, manufacturing and sales and marketing infrastructure. Sino Biopharm’s product offerings include a variety of biologics and small molecule drugs, and in therapy areas that include hepatology, oncology, cardiovascular and cerebrovascular diseases, orthopaedics, digestive and immune and respiratory diseases. About F-star F-star is a clinical-stage biopharmaceutical company pioneering bispecifics in immunotherapy so more people with cancer can live longer and have improved lives. F-star is committed to working towards a future free from cancer and other serious diseases, through the use of tetravalent (2+2) bispecific antibodies to create a paradigm shift in treatments. F-star has four second-generation immuno-oncology therapeutics in the clinic, each directed against some of the most promising immuno-oncology targets in drug development, including LAG-3 and CD137. F-star’s proprietary antibody discovery platform is protected by an extensive intellectual property estate. F-star has over 500 granted patents and pending patent applications relating to its platform technology and product pipeline. F-star has attracted multiple partnerships with biopharma targeting significant unmet needs across several disease areas, including oncology, immunology, and CNS.

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