A company based in the USA, the leader in scientific equipment manufacturing.

Target audience:

Industries: Automotive, Aviation & Aerospace, Defense & Space, Higher Education, Research Services.
Regions: Europe, USA, South-East Asia.
Company headcount: 200-10000 employees.
Seniority level of decision-makers: Senior, Managers, Directors, VP, CXO

The company is a US-based manufacturer of equipment for scientific and industrial research. Their sales primarily rely on distributors in Europe and Asia, and they face challenges in finding clients and increasing sales through their distribution network.

Participation in exhibitions has been costly without predictable results, and paid targeted advertising has not generated tangible new leads. Additionally, complying with GDPR requirements in Europe has made email marketing more difficult.

The company recognised the importance of effective segmentation and the strength of Account-Based Marketing (ABM) to address these challenges. They sought innovative strategies to overcome the obstacles and drive growth in the European and Asian markets.

Our team developed a comprehensive lead-generation strategy to target decision-makers and influencers in scientific research institutions who had received funding for equipment relevant to our client's product. We used a range of digital marketing channels, including LinkedIn, email marketing, and content marketing, to reach out to potential customers.

We ran a targeted LinkedIn campaign and shared educational and promotional content on social media and the client's website. This helped to establish our client as a thought leader in the industry and provided potential customers with valuable insights into the benefits of their products.

Using specialised software, we identified researchers who had published scientific papers in the past few years relevant to the application of our client's products. We also targeted R&D engineers from manufacturing companies who could benefit from the use of the equipment.

We organised highly specialised webinars where potential customers could learn more about our client's equipment and directly ask questions to the engineers. Our efforts helped to increase brand awareness, generate new leads, and fill the Sales Pipeline with relevant and interested potential clients.

As a result of our efforts over 9 months, we generated 285 marketing and sales-qualified leads, and created a database of 3,634 new relevant contacts, of which 1,496 are actively engaged with our client's sales team.

In addition, our targeted webinars attracted hundreds of potential customers, many of whom subsequently signed up for our monthly email newsletter.

We also addressed GDPR restrictions in Europe by avoiding cold email campaigns. Additionally, all lead generation activities were integrated with our client's Sales Force CRM system, allowing us to track our business development campaigns' effectiveness in the short and long term.

These efforts helped significantly increase sales directly and through our distributors. In the long term, we expect even more impressive results as budget cycles for purchasing expensive equipment can often be several quarters or years.