Demand generation for a global clinical trial tech company

Challenge

A global clinical trial tech company ($800m turnover) needed to drive awareness and engagement with its Top 10 strategic pharma accounts in a specific therapeutic area.

The business engaged Paul to plan and develop an ABM campaign targeting these accounts. For this a series of digital ads, webpages, thought pieces, and emails were required.

Project

Working closely with the UK & US sales and marketing teams Paul interviewed over 20 sales and science staff to understand the customers, the solution, and competitors. From this intelligence he was able to create a differentiated value proposition.  

He built an educational narrative and created three trigger ads that positioned the company as a thought leader and trusted partner. He then developed a persona-based campaign centred around the company’s value proposition, including:

• Display ads to drive traffic to the website
• Educational webpages
• Thought leadership eBooks
• Nurturing emails
  

Results

The campaign has driven engagement with the Top 10 pharma accounts:

• Significant increase in web traffic in the quarter since launch
• The sales triggers are now used by the sales teams when pitching to pharma prospects

‍