Case study
Helping Eppendorf generate more Marketing Qualified Leads (MQLs)
The Challenge
Eppendorf needed to stand out in a competitive and crowded lab equipment market. Despite a strong reputation for quality, the team faced difficulty breaking through the noise and clearly communicating the benefits of its advanced, user-friendly systems. Key objectives included increasing product visibility, educating the market, and generating sales-ready leads.
The Strategy
The campaign was built around three strategic pillars:
- Media Partnerships
Collaborating with a range of trade publications targeting scientists, lab managers, and procurement professionals, allowing us to effectively reach our key audiences at scale.
- Content Repurposing
Make effective use of existing assets (e.g. articles, flyers, videos, and eBooks) to deliver consistent messaging across the funnel in a cost- and resource-effective way, while also targeting prospects with appropriate content for where they were in the buyer’s journey.
- Multi-Format Delivery
Using paid ad banners, email campaigns, sponsored events, and product listings to maximise the reach and frequency of our content and ads.
The Results
The campaign met all core objectives, boosting visibility, engaging high-value audiences, and driving pipeline growth.
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