With annual sales revenue of 1.8 billion euros, the Sartorius Group is a leading international partner of the biopharmaceutical industry, helping biotech scientists and engineers develop and manufacture new medications from first idea to production. Sartorius has long used ResearchGate’s platform of 20-million registered scientists and researchers to target a specific audience within the life sciences community in order to grow visibility, understanding, and consideration for their offerings.
Sowymya Kedarnath, Senior Marketing Specialist, outlines her experience promoting content and thought leadership via ResearchGate to generate awareness and qualified leads for its IncuCyte® Live-Cell Analysis System.
As a system with applications across immunology, oncology, immuno-oncology, and neuroscience, it is vital for the capabilities of IncuCyte to be well-known and understood by the users and laboratories who can most benefit. To achieve this exposure, Sartorius relies on a wide range of methods, including content marketing, external events, their own product roadshows, and word-of-mouth among existing users.
Following a recommendation from colleagues who had previously used the ResearchGate network to good effect, Ms. Kedarnath approached ResearchGate to understand how its solutions could complement and amplify the success of Sartorius’ existing activities and provide additional exposure to a large audience of new and existing customers.
Ms. Kedarnath approached ResearchGate with Sartorius’ specific set of requirements. They needed a platform that was easy-to-use, with a truly global reach, and the ability to deliver tailored messages to different customers within life sciences. Furthermore, they needed ResearchGate to be willing to work within Sartorius’ existing process for how leads are captured and qualified as they make their way through the sales funnel.
Working together, Kedarnath and ResearchGate devised a product awareness campaign built around an existing sponsored neuroscience supplement owned by Sartorius. The messaging was developed to intelligently evolve throughout the campaign, with a total of 14 native and display banners taken in and out of rotation based on insights from A/B testing.
“What really impressed me was ResearchGate’s flexibility in developing the campaign to ensure it could truly meet our requirements” explains Kedarnath. “From initial set-up and A/B testing, to the routing of the generated leads, it is clear that ResearchGate is committed to continuously optimizing its marketing solutions to meet the needs of customers.”
Primarily configured as a product awareness activity, the campaign delivered over a million impressions to the highly niche audience that Sartorius was targeting, with a clickthrough rate of 0.38%. It achieved the campaign’s primary objective of creating initial awareness and consideration at the top of the sales funnel for the Sartorius Group and its offerings. Furthermore, it resulted in 50 marketing-qualified leads for InCuCyte, outperforming expectations for a highly-specialised piece of laboratory equipment with a limited pool of hard-to-reach potential users.
Kedarnath concludes: “Without ResearchGate, we would not have been able to take such a laser-targeted approach to reaching our potential customers across multiple countries. It was a very successful campaign and I’d have no hesitation using ResearchGate again in the future.”
Discover the full case study here
3 – Duration of the campaign in months
1 million – Number of generated impressions
0.38% - Clickthrough rate
50 – Marketing qualified leads
“What really impressed me was ResearchGate’s flexibility in developing the campaign to ensure it could truly meet our requirements” explains Kedarnath. “From initial set-up and A/B testing through to routing of the generated leads, it was clear ResearchGate is committed to continuously optimizing its marketing solutions to meet the needs of its customers.”
Sowmya Kedarnath, Senior Marketing Specialist, The Sartorius Group
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