Glemser Technologies provides compliance solutions, including content and quality management, to life science companies worldwide.
Supporting sales mid-campaign
As Glemser prepared to welcome a new sales representative before the end of 2017, we were building its final demand generation campaign of the year. Our approach was aimed at building both the client database as well as sales pipeline, while also showcasing Glemser’s thought leadership and subject matter expertise around an emerging life sciences trend, content automation.
We knew that the new resource would be joining the Glemser team mid-campaign. We wanted to be especially mindful of his/her assimilation period: we wanted to provide a manageable, well-paced pipeline along with the appropriate tools for to support lead follow-up efforts. With this in mind, we customized a recommended email and call approach to be used a specific times alongside other campaign tactics.
To build the campaign, we first worked with Glemser subject matter expertise to create a content automation white paper which would be used as the lure to drive demand. In parallel, we reached the best and most appropriate industry publications with a subscribership that aligned to our target prospect profile. We then selected and negotiated a program to yield maximum exposure and, in turn, leads.
Built-in audiences jumpstart awareness and lead flow
By using a third-party publication to distribute Glemser’s new white paper, we were able to position Glemser in front of thousands of new eyeballs. We built a strong prospect pipeline of those who interacted with the Glemser content. Of those contacts, 30% downloaded the white paper via our online lead capture form. Those leads were deemed ready for immediate hand-off to sales for follow-up.
Proper pacing and sales alignment
The leads (those who downloaded the white paper) were paced in weekly batches and once the new sales resource officially joined Glemser we worked in close concert with him each week to deliver the latest leads, discuss their quality, and track the progress of his outreach. We were also able to collaborate on how best to manage new leads and contacts vis-à-vis subsequent campaigns and communications.
This campaign exemplifies how marketing and sales can and should work in close, careful alignment to maximize campaign impact and nurturing efforts.
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