The challenge
A leading provider of mass spectrometry-based genetic testing solutions was launching its new product into a competitive and technical market. The marketing team needed to cut through the noise and efficiently generate high-quality, sales-ready leads. Their goal was to move prospects beyond top-of-funnel awareness and guide them through the middle and bottom of the funnel, providing the depth of information required for a complex purchasing decision.
The solution
Qincade’s team developed and executed a focused, multi-channel campaign driven by a technical white paper. This gated asset was designed to serve as a key conversion point for prospects actively evaluating pharmacogenomics (PGx) solutions.
The strategy leveraged a mix of owned, earned, and paid media to drive targeted traffic to the gated landing page:
- Owned channels: A sequenced email nurture campaign to the organization’s existing database, systematically educating and qualifying leads over multiple touches and over a period of several months.
- Third-party credibility: Strategic placements through industry-leading publications (CLP, ADLM, CAP Today and others) to build trust and reach new audiences.
- Paid and social amplification: Targeted paid search, social media ads (LinkedIn), and programmatic display (DemandBase) to capture high-intent researchers.
This integrated approach ensured the message reached our target scientific audience at the right stage of their buying journey.
1 month post launch: results
The white paper-centered campaign dramatically exceeded its initial lead generation goal, establishing a powerful and sustained demand engine for the company’s new category-leading product.
- 562 MQLs generated, surpassing the initial goal by over 1000%.
- 222 net-new contacts added to the database, significantly expanding the reachable market.
- 24,968 page views of the campaign content, demonstrating massive engagement and interest.
- 55 MQLs from a single database email, proving the latent power of a well-segmented and nurtured in-house list.
The campaign’s success provided the sales team with a rich pipeline of qualified prospects. The white paper continues to serve as an evergreen asset, consistently generating new MQLs and establishing our customer as a thought leader in the PGx space.
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