Case Studies >
Singular Genomics is a genomic sequencing company at the forefront of developing novel next generation sequencing technologies for research and precision medicine. Singular’s G4 Benchtop Sequencer is a powerful, cost-effective, and flexible tool for common NGS applications including RNA-seq, scRNA-seq, whole genome sequencing, whole exome sequencing and more.
The Samba Approach
Since Singular Genomics launched the G4 in early 2022, they have captured many new contacts through providing a plethora of high-value gated content on their website. With so many new leads, it was apparent that manually nurturing each contact through the marketing funnel would require a tremendous amount of time and effort. Additionally, they needed a system to identify when a new contact has crossed the threshold to become a Marketing Qualified Lead (MQL). Without automated processes for nurturing leads and identifying MQLs their efforts to obtain new contacts could go to waste if contacts lose interest.
Samba Scientific and Singular Genomics worked together to identify key actions that a contact might take to indicate a high intent to purchase. HubSpot’s Lead Scoring functionality was used to set up a ranking system based on a contact’s actions. Accumulation on their score to a certain numerical threshold identifies them as an MQL. Actions include viewing specific pieces of content, opening bottom-of-funnel emails, repeat viewing of the website, and more. To get contacts to have the opportunity to take more action and get closer to becoming an MQL, we also set up a lead nurturing workflow that all new contacts are enrolled in. This workflow automatically sends nurtured new contacts through a series of six nurturing emails with high-value content.
In the six months since the newest iterations of the workflow was turned on, ~ 1,000 new contacts have been enrolled in the workflow and of these, over 20 have become MQLs. Additionally, ~9,000 existing contacts were enrolled manually in the workflow, Email open rated across all six emails have averaged ~21% with click-through rates averaging ~8.77%