Life science audiences tend to resist sales messages. Instead, they love reviewing data and want access to information so they can draw their own conclusions. This is why it sometimes feels like inbound marketing was created just for our sector.
Our team can help you use the inbound methodology to drive traffic to your website, build trust with prospects, convert them into leads and nurture them into customers.
In the past, customers had to rely on sales reps to access info on products and services. But thanks to the internet, everyone can easily research and compare the options available (with some selecting a solution before they even speak with your sales team).
Advertising and sales techniques that rely on disrupting a prospect to get their attention just don’t work as effectively any more. People use ad blockers, ignore cold calls using caller ID and go out of their way to tune out interruptive messages.
Life science audiences are sceptical when it comes to sales messages and don’t trust ads. They are also resistant to company- and product-centric advertising, so you must rapidly demonstrate “what's in it for them” if you want to earn their attention and trust.
Inbound marketing solves many of the challenges of traditional marketing. As an early member of HubSpot’s partner program, we were one of the first agencies to bring specialised inbound marketing services to the life science sector.
We’ve been a HubSpot partner since 2015 and supported clients with inbound programs for several years before that. We helped drive the adoption of inbound across the life sciences and have deep expertise gleaned from many years of experience.
Effective inbound marketing requires a team that has expertise in strategy, content creation, design, social, paid media email and digital marketing in order to get the best results. We’ve built a multidisciplinary team to deliver on these needs for our clients.
Our inbound programs boost the number of web visits and leads generated by our clients at an attractive cost-per-lead. We’re also experts at optimizing lead nurturing workflows to improve engagement rates and commercial results.
First, we work to identify how inbound can help you reach your marketing and sales goals. We then define the strategy, using tools such as buyer personas. We also create content strategies designed to encourage interest, build trust and drive web traffic.
We bring visitors to your site by producing compelling content that will inspire, engage, educate and/or inform your audience. This content is optimised for search and promoted via social media, email, paid advertising and other channels.
We optimise your website for conversion by ensuring your navigation, messaging, proof points and calls-to-action are clear. We also produce a range of offers housed behind forms and landing pages designed to convert more visitors into leads.
We help nurture your leads into sales opportunities through workflows that deliver the right content at the right time as prospects move along their buying journey. This includes handing over leads to the sales team when the time is right, so that they can close the deal.
If you’d like to learn more about how our inbound marketing services work, as well as the types of results you can expect, contact us call today.
Aptuit is a Contract Research Organisation that supports pharma and biotech with drug discovery and development. The company was keen to shift away from traditional tactics that were performing poorly to improve results by using inbound marketing.
We worked with Aptuit to develop buyer personas and a content strategy, before executing the program via a series of blog posts, content offers, emailers and paid ads. The goals were to increase web traffic, generate more leads and re-engage Aptuit’s existing contact database.
Within 6 months, we increased website visits by 1600% and leads by 750%. Some of this came from a major increase in traffic from search engines. The program generated over $3million in additional sales revenue and a return on investment of over 50:1.
Inbound marketing is a powerful way to generate more web visitors, leads and customers. Get in touch to see if the approach could work for your business.