Lead generation, ads, SEO, and long-term marketing growth

AGC Biologics

Lead generation, ads, SEO, and long-term marketing growth

Background

AGC Biologics is a global CDMO based in Seattle, Washington, USA. The company provides pharmaceutical development and manufacturing services for protein-based biologics and cell and gene therapies. With seven facilities and teams of scientists across three continents, AGC Biologics supports development to clinical trials, to full-scale commercialization to reach goals at any stage in the drug development and manufacturing process. They specialize in the following modalities and substances, mammalian and microbial-based therapeutic proteins, plasmid DNA (pDNA), messenger RNA (mRNA), viral vectors, and genetically engineered cells. Their services range from process development, analytical development, cGMP manufacturing, quality control and quality assurance, and process validation.

Campaign Objectives

Fill Content Gaps: AGC Biologics sought to enhance their content planning and creation to address gaps in their marketing assets like webinars, blogs, and downloadable resources.
Develop Lead Generation Strategy: Develop and optimize a customer journey across online platforms (ads, social media, website) to effectively generate leads and provide tailored content at the appropriate stage of the sales funnel.
Build Advertising Campaigns: They wanted to build their first digital ad campaigns that would effectively reach their target audience, engage interest with interesting content that spoke to audience pain points, and generate leads.
Maximize CRM Utility: Expand the capabilities of their Customer Relationship Management system to efficiently manage incoming leads, nurture prospects, and generate actionable marketing data for informed decision-making.

Samba Approach

Content Audit, Optimization, Strategic Planning, and Creation: Samba Scientific conducted a comprehensive content audit to identify gaps and maximize the lead generation potential of existing assets. This included decisions on gating content, determining funnel stages, and ensuring assets were up to date. Samba Scientific implemented a quarterly plan for sustainable, consistent content production including one webinar per quarter, one blog per month, a case study or technical asset per quarter, and ad campaign content for relevant campaigns.

Targeted Ad Campaigns and Landing Page Optimization: Samba focused on building ad campaigns and subsequently optimizing performance by addressing landing page quality and creating specific conversion opportunities. Ultimately, Samba built Google Search ad campaigns for each of AGC Bio’s many offerings, customizing copy, keywords, and conversion opportunities relevant to each audience base. Samba also sourced and procured ad placements in industry relevant publications and websites like Endpoints, Fierce, Biopharma Dive to drive brand awareness. Paid LinkedIn ads focused on webinars and educational content also generated new leads and page followers.

Organic Content Focus for SEO Growth: We leveraged blogs, thought leadership pieces, webinars, case studies, and landing page copy to engage target audiences and build keyword and backlinking strength for SEO and ranking improvement.

Enhanced Content Distribution and Promotion: Utilized paid and organic social media, targeted email campaigns, and digital ads maximize the impact and reach of content assets. Custom workflows built within HubSpot also nurtured new contacts with educational and informational content automatically based on the lead’s service or topic of interest.

Campaign Results

Sustainable Lead Generation: Consistent, targeted messaging across web, ads, and social media with diverse options for engagement at every level of the marketing funnel resulted in sustained lead generation month over month for over a year.
Optimized Ad Performance: Campaigns proved successful in targeting and conversions by addressing specific pain points related to scale up and approval of pharmaceutical manufacturing to engage with customers and lead them to helpful information about AGC Bio’s services. Regular maintenance and optimization ensured long-term high performance of Google search ads.
Effective Content Utilization: The partnership led to the creation of attractive webinars, blogs, and case studies that supported AGC Biologics’ marketing goals for awareness, web traffic, and lead generation.
Refined Strategy for Future Campaigns: Insights from ongoing campaigns and performance metrics informed a more effective strategy for future content and ad efforts, such as optimizing content for top-of-funnel (TOF) engagement and technical content focus.