Application Based Webinar Development for Quality Lead Generation of Highly Technical Products
Application Based Webinar Development for Quality Lead Generation of Highly Technical Products
The Situation
PEPperPRINT,a biotech company located in Heidelberg, Germany, manufactures high-density peptide microarrays for
antibody epitope mapping. Despite rapid growth in many regions around the world, they were struggling to enter
biotech and academic labs located in the West Coast of the United States. PEPperPRINT reached out to Sciencia for
help promoting their highly technical peptide array products and services. Working closely with the internal team, we
implemented targeted marketing and business development activities to enhance marketing qualified leads and
increase revenue in this region.
The Situation
PEPperPRINT,a biotech company located in Heidelberg, Germany, manufactures high-density peptide microarrays for
antibody epitope mapping. Despite rapid growth in many regions around the world, they were struggling to enter
biotech and academic labs located in the West Coast of the United States. PEPperPRINT reached out to Sciencia for
help promoting their highly technical peptide array products and services. Working closely with the internal team, we
implemented targeted marketing and business development activities to enhance marketing qualified leads and
increase revenue in this region.
The Plan
We started our process by gaining a deep understanding of the
technology and reviewing the scientific published literature
using the technology from internal results and PEPperPRINT’s
customers. To understand the market pressures, we assessed
direct and indirect competitors. We also took time to
understand the end-user and buyer journey.
Through the research, we discovered many companies on the
West Coast had aggressive firewalls blocking emails from
unidentified users so most emails we were sending would never
reach the intended target. Also, physically walking into labs and
generating interest was not an option as security is heightened.
We turned to the development of a webinar series that was
cost-effective and fast in order to generate high quality leads
that we could nurture over time. In order to streamline the
process, we transformed the existing company webinar that was
developed with a scientists mindset and shifted toward an
application based storyline and added animations so we could
help the audience understand their complex technical assays in
detail.
The Plan
We started our process by gaining a deep understanding of the
technology and reviewing the scientific published literature
using the technology from internal results and PEPperPRINT’s
customers. To understand the market pressures, we assessed
direct and indirect competitors. We also took time to
understand the end-user and buyer journey.
Through the research, we discovered many companies on the
West Coast had aggressive firewalls blocking emails from
unidentified users so most emails we were sending would never
reach the intended target. Also, physically walking into labs and
generating interest was not an option as security is heightened.
We turned to the development of a webinar series that was
cost-effective and fast in order to generate high quality leads
that we could nurture over time. In order to streamline the
process, we transformed the existing company webinar that was
developed with a scientists mindset and shifted toward an
application based storyline and added animations so we could
help the audience understand their complex technical assays in
detail.
The Result
We had an average of 120 webinar participants which
served as high quality marketing leads so the
business development team could launch specific
marketing activities for their region. We finally
gained traction on the west coast and increased their
email list by 65% for West Coast contacts,
importantly these contacts were from large
pharmaceutical companies which was one of the
main objective of the engagement.
The Result
We had an average of 120 webinar participants which
served as high quality marketing leads so the
business development team could launch specific
marketing activities for their region. We finally
gained traction on the west coast and increased their
email list by 65% for West Coast contacts,
importantly these contacts were from large
pharmaceutical companies which was one of the
main objective of the engagement.
“We have been working with Jill this past year and she has been
instrumental in providing market trend information, lead
generation and business development deals in research,
pharmaceutical and diagnostic areas that have helped drive our
companies’ growth. She is very communicative, pleasant to work
with and always has a positive attitude.”
PEPperPRINT, GmbH
“We have been working with Jill this past year and she has been
instrumental in providing market trend information, lead
generation and business development deals in research,
pharmaceutical and diagnostic areas that have helped drive our
companies’ growth. She is very communicative, pleasant to work
with and always has a positive attitude.”
PEPperPRINT, GmbH
Ready to start a webinar series that your customers and
sales team will love?</span
Ready to start a webinar series that your customers and sales team will love?</span
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