Christian Klepp, Lauren Schafer

Lauren Schafer  00:00

All the statistics show now that people that have the decision-making power, that buying power, they are on LinkedIn. They do so much research, especially with AI (Artificial Intelligence) at our fingertips and LinkedIn and all those different AI citations. But they do so much research before they will ever reach out to that sales team.

Christian Klepp  00:25

In a competitive and highly regulated vertical such as life science, your B2B marketing can feel busy, but the pipeline is still quiet, which is obviously bad for growth. Organizations in this vertical need to stand up by building trust and being seen as an authority or expert in their space. So, how can marketing teams in this vertical show up stronger online and create greater visibility for their organizations? Welcome to this episode of the B2B Marketers on the Mission podcast, and I’m your host Christian Klepp. Today, I’ll be talking to Lauren Schafer, who will be answering this question. She’s the founder of Lake House Digital Media, who helps life sciences, tech companies, and growth-minded founders build authority that actually drives demand. Let’s dive in, and away we go. Lauren Schafer, welcome to the show.

Lauren Schafer  01:07

Hey, Christian, thank you for having me.

Christian Klepp  01:09

Great to be connected, and I love that you’re on the show. I’m really looking forward to this conversation because we have a lot to unpack today, and I really hope that the listeners are going to walk away from this, not just being inspired, but they’re going to walk away from this and take action, right? Because that’s really what the show is about. It’s it’s about marketers becoming a better version of themselves and improving what they’re doing, right? So, without further ado, I mean, let’s just dive right in.

Lauren Schafer  01:39

Yeah, that sounds good,

Christian Klepp  01:41

Lauren. You’re on a mission to help companies turn visibility into measurable growth, and I think that sentence in itself, boy, there’s a lot to unpack there. But I think for this conversation, why don’t we focus on the following topic, and that is how companies and life science can build real authority and buyer trust. So I’m going to kick off this conversation with the following question, and that will kind of help set the stage for our conversation, right? So, life science and biotech buyers, such as scientists, investors, procurement leaders, these guys are all known to be skeptical of traditional marketing tactics. I’m just going to add on that I think a lot of people in the B2B ecosystem are skeptical of marketing tactics.

Lauren Schafer  02:25

Yes,

Christian Klepp  02:26

but in your experience, what do you think are many marketing agencies getting wrong when they try to market to this industry?

Lauren Schafer  02:34

The most important answer to that one is a lot of agencies want to go in and be flashy, and you know, just tell them all the things that that as an agency knows, and why we’re gonna do such great things, and they forget to listen. They forget to listen, and it’s absolutely true in in life sciences. You could say that for for most industries, but at the end of the day, the art of listening and being a really good marketer have to go hand in hand. They, you have to be able to slow down. And even though we like for this industry, we work a lot in life sciences and different aspects of it, but at the same time, each one you can’t be cookie cutter with your approach and your strategy, and you have to really understand the client’s pain point. What are their biggest goals? What are their biggest challenges? To really be able to walk in their shoes and understand this is who we need to talk to. It might not be the exact client we we have right now, but this is who we want, and this is how we can add value. And this is the biggest thing: is they need to want to they want to feel understood about their pain points. But you’ve got to listen. You can’t just throw a bunch of marketing jargon at them and and hope that it sounds impressive. But you have to really take the time to understand them and to listen.

Christian Klepp  04:05

That was a great answer, but I’m going to play the devil’s advocate now because I’m sure you’ve dealt with this before, right? When you say that you can’t take a cookie cutter approach, what do you say to those contrarians that are like, “Well, yeah, Lauren, but I don’t agree with that position because if you have to customize every single approach and every single proposal based on a client’s individual needs. How are you ever going to scale as an agency?

Lauren Schafer  04:30

So I think that’s great, and I’ve got here’s my two part. If you looked at our standard for us, our standard package, they are going to look very similar whether we’re talking to a CMO, whether we’re talking to a really small CRO that’s getting started, or whether we’re talking to like a large venture capital firm, the things we say to do those channels, and by channels I’m talking about a website, your email, your search, your ads, your social, those things are going to feel like yes, our packages are going to be similar in in how we the the services that we offer, but it comes down to then personalizing those emails, understanding, you know, are they talking scientist to scientist in the tone, are they talking more at a leadership level? Are they talking to everyone across across the board to get more brand awareness? And that is where you really have to customize. You have to understand the one you’re talking to. Are we talking about? I use I’ll use a manufacturing organization as you know are we talking to someone who their biggest pain point is how do I talk to the procurement officers that I want to talk to and who do I talk to the right people or are you talking to someone who needs marketing to help them do get to get some really great hires. So maybe you’re talking to HR. Are we talking to the sales team? That’s like I really need to tell a good story. Our storytelling and the way that we are going to share that in collateral or on social post or anything, or we’ve got a conference coming up. So a lot of those things. It’s understanding not just I am this CMO or I am this CRO, and who is are we trying to recruit patients? Are we trying to get more manufacturing clients? But you need to understand exactly in those organizations with what campaign and how we’re going to really speak to them and understand their pain point.

Christian Klepp  06:42

Absolutely, absolutely. So yeah, that was great. So here comes the second follow-up question, and I can’t help myself but ask you this because you know a lot of people say, okay, you got to add value to your client, right? So add value this, add value that, and then people are talking about it on LinkedIn, like you know you got to you gotta keep showing up and keep adding value, but then more often than not, when you start scratching a little bit and and and you ask them to define value, they don’t actually know how to explain it. So I’m gonna throw that one at you.

Lauren Schafer  07:14

Yeah,

Christian Klepp  07:15

in in a context of life science, please explain how not not just agencies, but the marketing teams can help add value to their customers.

Lauren Schafer  07:27

So that can come in a lot of different ways too. But as the marketing team, if we’re talking about life science and we want to add value, we have to go back to that original thing about listening, right? What if does your product or does your service? What does it solve, right? Is it providing more data? Is it providing actual the manufacturing? You know, if it’s if it’s the the mechanism and the distribution, if it’s enabling that, if it is something that’s up to FDA standards if it is giving better patient value, so we have better patient outcomes. But it’s like the what’s the problem? Like what what problem is our company trying to solve? And saying if we were able to solve it, what would that look like? And then we connect the dots to go who who do we need to talk to about this aspect of the value proposition or that aspect, and then we figure out where those people spend their time. You know, are they LinkedIn people? Are they really busy email people? And you know, all of that as far as strategy on the time of day, the channel we’re using to try to reach them, even developing relationships and thought leadership, so it’s a lot of different things. But at the end of the day, it is why do we think our product needs to exist or our service needs to exist? And if we do everything right, what would our client gain from this? And then that’s then we have to just connect those dots.

Christian Klepp  09:00

Absolutely, I mean, in my experience, whether it’s the marketing team or somebody in the company themselves, I think more often than not, the mistake that a lot of these folks make is that they are creating this content or they’re doing, you know, they’re rolling out these marketing initiatives, but then they forget to ask, okay, who is this actually for?

Lauren Schafer  09:17

Yeah,

Christian Klepp  09:18

and what is this? If you’re putting out, like you know, to your example, you’re putting out content on LinkedIn. What’s the purpose of the content? Like, what are you? What issues are you trying to address? What’s the what’s the purpose? Because there’s you know there’s different reasons for creating content, as you know, right? Is it is it brand awareness? Are you prompting? Are you encouraging them to take action on something? Are you are you organizing an event that you want people to attend? Are you did you put a report that you want people to download, and why should they download it? Because you put the report together, or because it actually like addresses some key issues that these teams, their teams, might be facing.

Lauren Schafer  09:59

Yeah,

Christian Klepp  10:00

and here here’s the answer. The answer’s in the report if you want it, right?

Lauren Schafer  10:04

That’s right. And a lot of it is just semantics. Sometimes, I have worked, gotten the privilege to work with some brilliant PhDs, some scientists, and everything in life science, and a lot of times they know so the extreme technical details-they’re absolutely brilliant, but we have to also sometimes tell the story. We have to be really great storytellers, and it’s the semantics of not. I wrote this paper. I did this. This is why you should read it. You have to change that and flip it to say, “This is written exactly for someone like you. Are you experiencing X, Y, Z? You know, are you having? Are you trying to to grow this manufacturing line? Are you needing to get better patient outcomes? But we need to recruit the right patients for you. You know, but you have to really talk in their language, and it’s not me, me, me, and I. And look at my paper, and my company is so great, but you’ve really just got to be so focused, outwardly focused on the end user or the the company that you need to help. And I think if you always keep that in mind, that their semantics start to change from I to you, and that’s so key.

Christian Klepp  11:19

Yeah, absolutely. In a highly regulated industry such as life sciences, this almost sounds obvious, but I’m gonna say it anyway. Buyers buy from experts and not logos, right? So, how can companies that are in the life science space how can they leverage LinkedIn to build that personal trust without coming across as generic? And we just had this discussion, but like you know, over to you.

Lauren Schafer  11:43

Yeah, no, I think LinkedIn is such a great vehicle. You know, years ago people would just use it as a jobs platform, but it’s really all the statistics show now that people that have the decision-making power, that buying power, they are on LinkedIn. They do so much research now, especially with AI at our fingertips and LinkedIn and all those different AI citations. But they do so much research before they will ever reach out to that sales team, and so you have to make sure that your story’s out there and that you are positioning your brand in yourself as a as a thought leader, and LinkedIn is a really great platform. And here’s why: not only is it a great professional platform where people are going on there looking for business information, they’re looking for that relational aspect, but the trust factor that LinkedIn adds in is significant. So, Christian, one of the first things if we’re on LinkedIn and I’m I’m going oh I’m going to talk to to Christian on his show later. First thing I’m going to do I’m going to go as a LinkedIn person. I’m going to connect with you, right? I’m going to say is he a real person? What are his credentials? Whether it’s education, where he’s worked, what his job titles are, but the biggest trust point for me, and especially in life sciences, this industry, is I like to see do we have anybody in common? Because I don’t know if they’re your best friend or just somebody that you’ve connected with. Maybe you met them at a conference, or maybe you met them through mutual mutual people on LinkedIn. But when I see suddenly we have seven people, or 17, or 70 people in common, that in the back of my head is that trust check mark. Okay, they are a person who is in my industry and life science. The life science industry as a whole is enormous, but at the end of the day, it’s still a very small world of who knows who, and so LinkedIn gives you the ability without you making any any effort, but for somebody to go on, I can see. Oh, there’s Christian. Oh, we both know Alex. Oh, we both know John. Anything like that, and it instantly adds a little bit more credibility, even without knowing their relationship, so that’s the first part-is that trust part? And are they a real person? If we want to see any of the their background, it’s all right there for you to see. But on the flip side, it’s a great place to share thought leadership. Let’s say if the FDA puts out some new regulations, and you can not always talk about yourself. And here’s my company, and here’s why we’re so great and adding value. But you can be a thought leader to take that that article that’s out that’s summarizing what’s going on with the new FDA regulations. You can share it and say, “This was significant, and here’s why. This is going to be the impact, but it shows that when you understand the industry, it shows that you’re keeping up with the industry, which is very fast moving at sometimes. But it shows too that you understand the cause and effect of these new regulations that come out. They want people that already understand them. They want people that already know the industry, and LinkedIn is such a great platform because it shows: Do we have any people in common? Are they a real person? What are their credentials? But it also gives you a chance to say, “Hey, I understand this industry. I am in here. I understand the cause and effect. I understand that ripple effect when when something comes out, and it lets people know that you know your stuff.

Christian Klepp  15:28

I tend to agree with that, but here’s my question to you, Lauren. Like, do you feel that I wouldn’t even say lately? I I’ve seen this trend happen over at least two years. Do you feel that people are people on LinkedIn are becoming a little bit more well. I don’t know if pushy is the right word, but they’re trying. They’re they’re using all those tactics that you just mentioned, but they’re trying to like expedite the process, which means even in specialized, like highly specialized B2B sectors. And I’ve had people from those sectors reach out to me. Right, they tend to what I mean by expediting the process is they wanna they wanna skip the whole like building trust and then they just immediately ask you to jump on a call with them.

Lauren Schafer  16:10

Yes,

Christian Klepp  16:11

Have you seen a lot of that, or have you seen people that are going in under the pretext of like, hey, we came up with this research paper or this article, and I’d like you to like you know, I thought this might be useful to have a look, and then two days later they’ll say, “Hey, Lauren, did you read it yet? You know, it’s almost it’s almost like using that same sales tactic, but they’re using you know they’re they’re sending you they’re using that sales tactic under the guise of adding value, right?

Lauren Schafer  16:40

Yeah, I will say I’m super opinionated on this because this is where I think LinkedIn really gets abused, and people just start to shut down, and that makes it ineffective for everybody. So I would say a few years ago, I would I do LinkedIn training for companies, and I used to say, which I no longer do because of this exact thing. I used to say, this is not your Instagram, your Facebook, where a stranger is going to see your family photos. If someone reaches out to you, I used to say I accept all things that people are trying to connect to grow your business, to grow your your network. But then if they get spammy, then you block them. That used to be. I no longer say that because it has gotten out of control with people reaching out and hey, I, I think it would be great. You know, I have this value proposition. Hey, I can do your books. Hey, I’ve got a great white paper for you. And then it’s just like you said. Every two days, can we have a meeting? Did you read my paper? Did you get this? And it’s just-it’s pushy, it’s annoying. A lot of people are using, you know, third parties to do this. So it’s also coming across that it’s not exactly genuine. So what I say to those now, like I, unless they really have a great approach. I almost never respond to any of those, which which has has changed quite a bit over the last probably three or four years. What I value now more than anything is even if I’m at a conference and I meet somebody, and within 24 hours I do it, I appreciate it when they do it. Then they reach out to me to say, hey, we just-I was the guy you you bumped into at Coffee. I work at so and so. You know, it was great that we really enjoyed that presentation we saw together. But just thought we wanted to to stay in touch. So it gives context. It’s a real person with a real real meeting that we just had. Or if it’s somebody else, if they really are trying to get an intro, but they say, “Hey, by the way, I saw you work. You have done work with X, Y, Z, or “By the way, we both know Susan, whoever. And so, I asked her if I could reach out. I thought we might be, we might have a lot in common, but I think that is a much softer landing and more genuine. Where if you just meet somebody, then you reach out and remind them where they meet you. They met you. You know, were you at the networking thing? Were you at bio together? Were you at a DIA? Any of those kind of things, or find something that you have in common, truly, genuinely. Don’t don’t reach. But if there’s a person in common that you both know, but it is-it’s gotten to be, I think, a bit of a problem. So you’ve really got to find some common ground. I will say that the the AI bots and the things people are doing, though, they’re getting a lot more sophisticated. They’ll say, “Hey, I saw you posted about X, Y, Z, and but unfortunately, everyone is starting to say that. So I think you’ve really got to find the common ground to and not annoy people. You know, if you reach out genuinely and they don’t bite, maybe one more time, maybe a week or 10 days later, and then leave it. So, do not become the person that everybody is blocking on LinkedIn.

Christian Klepp  20:05

Absolutely, absolutely. I mentioned this at a presentation I gave in June. It’s almost like when you you you know when you go on an in-person event and you’re you know you’re networking, or you go to a trade show and there’s a you know there’s a there’s a kind of like a breakout session or something something to that effect, and you hand out your your business card to somebody, and and and and I meet you, and then you know all of a sudden you’re like asking, like you know, hi, I’m so and so, will you marry me? Right? You would never, you you would you would never you would never do that in person. So why are you doing it on LinkedIn, right?

Lauren Schafer  20:35

Yeah.

Christian Klepp  20:35

And and and and will you jump on a 15 minute call with me? Is my is my version of will you marry me in the virtual world, right?

Lauren Schafer  20:42

Yeah, yeah.

Christian Klepp  20:43

You know, you don’t know anything about this person. They do their, and you know, they give you their, they give you their 10 second pitch, which almost always never really gives you the full story, right? So, no, absolutely. I think it’s, I tend to agree with that. Like you know, there’s still plenty of opportunities on LinkedIn. I’ve met I’ve met many wonderful people on that platform. Alexander being one of them, and but there’s also that other aspect of it where, well, for lack of a better description, there’s the darker side of LinkedIn, right?

Lauren Schafer  21:17

Yeah,

Christian Klepp  21:18

and that’s the one that you have to be wary of, right?

Lauren Schafer  21:21

I do. I frequently use the block button just because of that. Where you know it’s okay. I don’t mind somebody hustling a little bit and trying.

Christian Klepp  21:30

Yeah.

Lauren Schafer  21:30

But when you start crossing the line and getting annoying, it’s rude. You know, to just keep hounding somebody, you would never. If you were at a party, you would never keep going up to someone that’s kind of ignoring you. You know, it’s that kind of thing where you’ve got to be able to read that digital room and say, you know what, they might be busy, or I might be annoying, and this might not be the way to do this.

Christian Klepp  21:57

Absolutely. All right. So, if a busy technical founder or somebody in life sciences give you 30 minutes to audit their LinkedIn presence today. What are some of the like? Let’s say the the top two or three quick fixes you would make to instantly raise their profile and credibility.

Lauren Schafer  22:14

I love this question. This is an easy one for me. One, your profile picture has to be up to date. So if you actually get that coffee meeting with someone, or you you are going to be on a panel and you you need to show up and you need to look like the person you are in your LinkedIn photo first and foremost, the biggest piece of real estate on LinkedIn that gets ignored is that background banner. So, if you click on your own page or if you click on your company page, you know there’s the profile picture, maybe where your logo is going to go if it’s your business page, but then there’s that banner behind you, and it is one of the least used features. But it is if somebody’s clicked on you, they’re curious. You need to tell them exactly what you do or exactly how you help. You need to make it really obvious, not too busy. So the profile picture, the banner is is the top things. The other thing is you need to be regular. You need to be active. I know people get busy and they’re like, I don’t want one more social media platform to keep up with. But I always say, turn your notifications on. You don’t have to be on LinkedIn every day, but if someone reaches out that is actually a good potential client, or if they’ve done, if they have highlighted you and your company, and they’ve tagged you in a post giving you credit for thought leadership or a really great product announcement, maybe congratulating you, it’s the polite thing to do, but it’s also really good brand building to respond back. And if those notifications are turned on, you’re not going to miss that. You’re not going to miss the opportunity to connect to get some genuine, genuine relationship building on there.

Christian Klepp  23:56

Yeah, yeah, no, absolutely, absolutely. I tend to have a lot of people, like at least on my feed, and and for this show, they they see the posts, they don’t actively engage with them, right? And and I’m sure you have an opinion about this too, but I tend to tell everybody like to not underestimate them, simply because they don’t engage with you. Like one of one of my previous clients, like somebody that you know went on to become a customer of ours, he never engaged with any of the posts. He never liked any of them. He never commented on them. He never reshared them. And when I asked him, like, well, you know, what what inspired you to reach out, or what you know, what what motivated you to reach out to me today, and he said, “Well, I’ve listened to your show and you’re saying all the right things.

Lauren Schafer  24:44

Yeah,

Christian Klepp  24:45

Right.

Lauren Schafer  24:45

So yeah, I’ve had that happen so many times on LinkedIn where I’ll be maybe in a part of my my world that isn’t work. I’ll be out with my family. We’ll be at church. We’ll be somewhere, and somebody will come up and be like, “I didn’t know you were working.” Was so and so, and I’m like, wow! How did you know that? And they’re like, oh, well, I mean, you you put it on LinkedIn, or we’ve had we’ve had people reach out that have become clients and have become friends, and they are the ones that are the the silent. There’s, I would say, there’s a huge majority on LinkedIn that is just the observers. They are on there. They are soaking it all up. They’re looking. They’re doing their research. They are looking at who knows who who would be a good fit. Who is showing really good signals that they trust, that they know what they’re doing. Who am I already connected to that knows them? But it’s all those trust things. But those observers are like the the they’re the silent crowd that are so powerful. I’ve had several clients come from that where I never even knew they had a LinkedIn account because we never see that like you never see the comment, but suddenly they’re talking about what we’ve been posting.

Christian Klepp  25:57

Yeah, yeah, I like to call those people the silent advocates.

Lauren Schafer  26:00

Yeah,

Christian Klepp  26:01

Right. Yes, and and and those are those are people that must never be underestimated. These are also people that must never be ignored, right? So I think when we when we got to I think it was a it was about a it was a while back, but like you know once once we reached episode 200 in our show, like that milestone, right? And I put out a post, and even when we reached 100 episodes, I put out a post, and I wrapped, I basically wrapped up the post by saying, and thank you to you, whoever you are out there, that continues to listen to our show, because without you, this podcast wouldn’t exist. Thank you for your support, right?

Lauren Schafer  26:40

Yeah, that’s right.

Christian Klepp  26:42

Right. Absolutely. Okay. And as we’re finally wrapping up the show, I’ve got two more questions for you here. So, sales cycles in the life science space, and in many B2B verticals for that matter, can take several months, and in extreme cases, they can even take years, so how do you bring that accountability back into this type of marketing so that leadership knows their LinkedIn and their content efforts are actually working? Because you know, this is this is at times the the great struggle in marketing, isn’t it? It’s that it’s that constant need to reassure those outside the marketing function, that we are making progress, that this is working, this is generating results. So, so how do you do that?

Lauren Schafer  27:28

So, one of the biggest things that we offer every client, whether you have most of our clients have packages with us, some of them have might come in and say, just do our LinkedIn, regardless of if you just do LinkedIn with us, you just do SEO, or you do the whole gamut. We provide every customer with a marketing dashboard. It is a live link that at any time they can see every marketing channel they have, whether it’s email, their Google Analytics ads from different platforms, the words for SEO, all the things, all social media, different social media channels, to say is LinkedIn really the strongest? Are we getting traction there? Are we growing on a regular? And our dashboards compare; they compare month over month. So where are we right now compared to where we were last month? And they also in the same graph compare year over year, and we can change that to quarters and different things. But here’s what I love: they’re very visual. So people, if they’re one, if they’re busy and they don’t have time to look at all the details, they can go, “What’s green? What’s red? You know, what’s up this month? What’s down? We send everybody the beginning of the month that just that link. We resend the link and we say, kind of, here’s our three to five takeaways. But what it does, it is offering immediate transparency 24/7. If you are paying us to do your marketing, it needs to be getting traction for you. Whether that is LinkedIn, whether it is your how you’re showing up in search, whether it’s if your ads are performing, are you getting some ROI there? But the transparency is is absolutely key to know your data, for us to be able to say here’s what these things meant. You know, if you are in the month of July, this is typically the slowest email month of the whole year. It’s typically for B2B It is the slowest month of the whole year, even compared to to Christmas in December. But when things dip down in July, we know to say from an industry and from our experience to say a small dip is normal. It’s also better to say here’s what we know. If it’s conference season and we need to be ramping up, we need to be doing more ads. We need to be doing whatever the things are. But one, it gives them exact analytics. It’s a live link that they can use anytime. But it’s also what we call boardroom ready. A lot of the life science companies have. Very involved boards, and they like to know what’s going on. They want to make sure that they’ve made a good investment, and if they have allocated some dollars for marketing, how are they working? Are we getting any results? So we we feel really strongly. I’ve worked at other agencies. I know marketing agencies can get a really bad rep. They can you can sign on and then do you hear from them again? So we when we and I decided to step out and do Lake House on my own. The dashboards were the first thing that we put in place because we wanted both strong analytics to make better business decisions, and we wanted full transparency to our clients and accountability. So for us, those dashboards are everything. It is it’s it’s building trust and it’s showing them. If you have hired us to do this, we need to be moving the needle for you, and we need to we need to be able to tell you we’re expecting you know a surge in September when kids are back in school and the conference season starts back up, we’re going to expect you know we’re going to say hey December might not be the best month for your ads spend right now because you’re still competing with a lot of retailers even though we’re in the life science space but we’re going to say these are the months we lean in right these are the months we build in to make more efficient and better ROI at conferences or at product launches or different things. So those dashboards are key for us.

Christian Klepp  31:30

Absolutely, absolutely, and you know it’s going back to what you said about taking. It’s about accountability, transparency, and and ownership because a lot of these companies they engage you or they they commission you to do the marketing because that’s something that you know that they’re not specialized in, so they’re they’re looking to lean onto your expertise to help them navigate those complexities because you and I both know that marketing is not a straightforward discipline, right?

Lauren Schafer  31:56

Yeah,

Christian Klepp  31:57

and and a lot of it’s not linear; it’s it’s it’s haphazard at best, right? And and they’re they’re counting on you to tell them like, okay, Lauren, I I can see the dashboard, but what are you trying to tell me here? What’s good? What’s not?

Lauren Schafer  32:09

Yeah.

Christian Klepp  32:09

And what do you recommend we do moving forward?

Lauren Schafer  32:12

Exactly.

Christian Klepp  32:12

And and I’m sure you’ve been in um boardroom meetings with people in senior management. They want you to to to give it to them, but in a short and succinct way, right? So don’t come in with a with 100 slide presentation. Five slides, five slides, or one slide, and just tell them how it is and what and and what’s going to be you know you know what you’re going to do for the next steps. That’s right.

Lauren Schafer  32:38

It all comes back, even though they’re still numbers and they’re great analytics for the people that love them and want to really dive in, they’re right there for them. But we’ve also got customers where we do it. We we send our monthly three to five bullet points. This is what this is mean. Let’s tweak this. This is really getting traction. This is this campaign is resonating with people. But a lot of times we do. We take it that step further, and we might make the one to three, no more than three marketing charts for that board meeting to say, here’s the story of what this data is telling us, and this is getting traction. This is an area that we’re not leaning into, and maybe we need to be, but all those help the strategy. But it’s the strong analytics combined with great storytelling.

Christian Klepp  33:27

Absolutely, absolutely, Lauren. This has been such a great conversation. So thank thank you so much for coming on the show and for sharing your expertise and experience with the listeners. Quick introduction to yourself and how folks out there can get in touch with you.

Lauren Schafer  33:41

Yeah. Well, first, thank you for having me. I’ve really enjoyed getting to talk to you a few times before this too. To get in touch with us, obviously, I’m on LinkedIn. So I’m Lauren Miller Schafer on LinkedIn, and then also our website is theLakeHouseDigital.com. We’ve got some some really good life science pages on there, but we’ve got if you want to get in touch, there’s plenty ways to get in touch with us there. But but LinkedIn, Lake House Digital’s on there. I’m on there. I would love to hear from you. I promise, if you say you’ve listened to this podcast, I will not block you.

Christian Klepp  34:19

Fantastic, and please don’t ask her to jump on a 50-minute call.

Lauren Schafer  34:22

That’s right.

Christian Klepp  34:24

That’s the other one.

Lauren Schafer  34:25

That’s right.

Christian Klepp  34:26

All right. Once again, Lauren, thank you so much for your time. Take care. Stay safe, and talk to you soon.

Lauren Schafer  34:32

Sounds good. Thank you.

Christian Klepp  34:33

All right. Thank you. Bye for now.