2.5X increase in leads month-over-month
7X increase in marketing qualified leads month-over-month
35.6X ROI within first six months
Simply possessing extensive knowledge of a complex scientific subject isn’t nearly enough to operate a successful business. The difference between a company muddling along and experiencing incredible growth is the ability to communicate that knowledge to the customer.
Saying that it could be the difference between life and death that Conversant Bio reach the healthcare research community, would not be an understatement. So when the Alabama-based firm ─ which sells specific tissue samples to researchers investigating potentially deadly diseases ─ contacted SmartBug for help, there was an intense sense of urgency.
“We knew we had impactful products that were highly desired by our customers,” said Luke Doiron, Chief Commercial Officer at Coversant Bio. “The problem was that our website and marketing approach wasn’t aligned to attract the best prospects and clearly communicate our value proposition.”
To kick things off, SmartBug Media conducted a comprehensive inbound marketing gap analysis that assessed the company’s ability to attract qualified prospects, convert them to leads and provide more qualified opportunities to the sales team. This assessment evaluated Conversant Bio’s website, content marketing, conversion capabilities, lead nurturing and a variety of other best practices correlated to high marketing ROI. “Our inbound marketing assessment process allowed us to take a holistic view of what the Conversant Bio team was doing and to make suggestions about areas that they could improve,” said Ryan Malone, founder and CEO of SmartBug Media. “The result was a comprehensive plan that optimized the website for inbound marketing and created an aggressive inbound marketing program.”
To build a strong foundation, SmartBug transitioned Conversant Bio away from the marketing-limited Magento web platform to HubSpot, an all-in-one marketing platform developed to leverage content marketing efforts and optimize for lead generation. “You really can’t build a good inbound marketing program without the right foundation in place.” Malone said. “We implemented HubSpot so Conversant Bio would have access to the blogging, lead conversion, social media and analytics tools we’d need to get the highest ROI from their marketing investment.”
The principal challenge lay in Conversant Bio reaching various audiences within the research community, where disease states are vertical. For example, cancer researchers are not interested in diabetic tissue content.
As part of its Inbound Marketing Playbook, SmartBug recommended an aggressive and targeted inbound marketing campaign to attract researchers by focusing campaigns in specific disease states. SmartBug delivered fully-managed campaigns that included keyword analysis, the development of persona-centric content, targeted and optimized blogging, social media promotion and conversion paths to bring prospects into Conversant Bio’s sales cycle. SmartBug also leveraged the conversion optimization tools included in HubSpot to enhance the performance of each campaign over the course of time --- creating a portfolio of campaigns that performed better each month.
Within six months the result of this one-two inbound marketing punch was significant. Conversant Bio generated a 250% month-over-month increase in lead growth, with the proportion of marketing qualified leads increasing from 10% to 80% during the same time, an increase of 700%. The ROI for the campaign was a staggering 3,558%, which will be even higher when they consider customers sourced from this campaign will continue to buy like other customers.