The challenge
A global diagnostic tools company operating across the Life Science and Biotech sectors had built a strong pipeline of early-stage leads but struggled to convert these contacts into qualified opportunities. Although a CRM (HubSpot) was in place, the system was being used primarily for basic email sends and contact storage. Segmentation was broad, there were no automated workflows in place, and the marketing team lacked a structured process around lead nurturing and around management to help guide scientific and technical buyers through a complex buying journey and to help identify those who were most ready to be passed on to their sales team for conversion.
Senior leadership, including the head of marketing and the commercial team, wanted a more strategic and insight-driven setup that could support scalable growth and shorten the path to revenue.
The solution
We conducted a series of collaborative strategy and technical workshops with the customer’s marketing and sales teams. This included:
- A full audit of database quality, lifecycle stages, existing workflows and reporting gaps.
- Development of refined segmentation based on therapeutic area, service line interest, buying role, and past engagement.
- Creation of new lead-nurture architectures aligned to the customer’s typical audience buying cycles, including workflows for lapsed leads, early-research buyers, technical evaluators and budget holders.
- Design of personalised, value-driven email sequences incorporating case studies, scientific insights, service-line explainers and calls to connect with commercial specialists.
Results
Within the first three months of implementation, the organization reported measurable improvements in engagement and conversion metrics, including:
- A double-digit rise in open and click-through rates across high-value scientific and executive segments.
- A 40% rise in re-engaged leads from previously inactive segments.
- Clearer visibility into where leads were stagnating, enabling better prioritisation for sales and BDMs.
- A stronger alignment between their marketing and commercial teams, improving the handoff of well-qualified opportunities.
By converting HubSpot from a basic communication tool into a structured, data-driven engagement system, the organisation created a more predictable path from early interest to revenue and a far more scalable marketing engine.
If you know HubSpot (or another MAP) isn’t being used to its full potential, Qincade can help you build the workflows, segmentation and messaging needed to accelerate conversion. Ready to get started? Let’s talk
