01 · Challenge
The Challenge
As an upstart in an old industry with entrenched incumbents, building trust and believability is critical. Having the first major redesign of rotary evaporator technology since they were first commercialized in 1957, Ecodyst had an uphill battle to get customers to ditch their brand loyalties and adopt their new technology. They enlisted BioBM to overcome that challenge.
02 · Proof
Voice of the Customer
Knowing that the voice of the customer would be critical in creating that change and building trust, BioBM created a case study for Ecodyst based on the successes of one of their earliest customers, and delivered the case study both as a PDF and as a video which beautifully showcases their instruments. We further created a white paper drilling into why Ecodyst’s technology performs better than traditional rotary evaporators — both for scientists and the environment.
03 · Reach
Amplifying Reach
To reach a wider audience, we disseminated this content through LinkedIn advertising campaigns, generating leads for a mostly 5- and 6-figure product line at a cost under $50 per lead. BioBM also optimized and expanded their Google Ads campaigns, providing a 21.6% increase in traffic while decreasing cost per click by 3.2%.
$41.06
Cost per LinkedIn lead
+21.6%
Google Ads traffic
−3.2%
Cost per click
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04 · Nurture
Nurturing the Pipeline
In order to help the sales team nurture all these new leads, we developed a drip email campaign, segmented based on the customers’ application, as well as an email newsletter. As BioBM is technology neutral, we were able to deploy this campaign using their existing HubSpot CRM.
05 · Website
The Website Foundation
Finally, to ensure the core element of any company’s marketing — their website — was performing properly, BioBM optimized the website for lead generation, SEO, and messaging. This involved rewriting most of the website copy, some structural and design changes, deployment of Google Tag Manager for proper measurement, and further integration of the website with their HubSpot CRM.
Our efforts improved their overall search ranks by 7 positions and resulted in a 17% increase in year-over-year search traffic.
+7
Overall search rank positions
+17%
Year-over-year search traffic
Ecodyst hired BioBM for all our marketing and advertising needs a little over a year ago and I wish we had done that sooner. We switched from a major marketing company to BioBM and I couldn’t be more happy with the decision. We have seen a remarkable increase in the number of leads we get — and they’re high quality leads. BioBM has updated our website and started new blog posts that reach more readers. We also receive leads from our Google Ads, which didn’t happen previously. More importantly is the BioBM team — they’re responsive and on top of our marketing campaigns; from brochure and flier write ups, SEO, CRM, LinkedIn and X (formerly Twitter) ads and case studies, BioBM team has helped us acquire more customers and grow sales.
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