Cytel – Lead Generation
Generating quality leads for the world’s top data analytics CRO through engaging LinkedIn campaigns.
Cytel is a software and consultancy company that helps pharmaceuticals and biotechs navigate the drug development process and bring new drugs and therapies to market.
As Cytel’s retained marketing and communications agency from 2020, we had already helped unify their brand, enhance visibility and facilitate growth, developing high-level global marketing strategies to cement them as one of the industry’s biggest disruptors.
Now, all we needed were some leads.
Going against the grain.
The objective was simple: to generate new cold leads of C-Suite and senior prospects within pharma and biotech organisations at a profitable rate, well below the industry benchmark of $239 per lead.
Working in an industry built around large contracts with long lead times, life sciences companies often believe they need to prove themselves by demonstrating their detailed scientific knowledge.
Our testing proved this was not the case.
While existing messaging was getting some leads, it wasn’t connecting with the right audiences and failed to do so in a profitable way.
So rather than trying to prove their credentials, we developed a new style of static ad focusing on the key benefits of working with Cytel – reducing risk, reducing time to market and saving money.
Leveraging relevant, engaging lead magnets such as whitepapers, webinars and one-pagers, we created hard-hitting, attention-grabbing emotive messaging most likely to connect with the motivations and pain points of our C-Suite audience.
Informed by extensive A/B testing, assets were optimised for maximum impact to attract more downloads.
We focused on:
- Engaging, benefit-led copy
- Including photos of the webinar presenters which had proven in other tests to improve the click-through-rate
- Using social proof by referencing case studies from high-profile clients
The campaigns have proven a huge success – after launching our new messaging, we saw an outstanding cost per lead of almost a quarter the industry benchmark in Europe.
$68.59 Cost per lead in Europe.
15.68% Lead form completion rate. Benchmark is 10%.
