Cerba Research – Lead Generation
Generating a pipeline of quality leads for one of the planet’s leading research companies.
Cerba Research is a medical research company that provides lab services for pharmaceutical and biotech companies across North America, Europe, Asia and Africa.
Having recently rebranded and expanded through a rapid acquisition programme, the company was keen to generate a pipeline of leads and get their new-look name out into the market.
Our challenge was to build and activate a series of lead generation campaigns to build awareness for Cerba’s offering, and connect their business development team with potential future contacts to help the business grow while maintaining a low cost-per-lead.
865
Leads delivered across LinkedIn and Google in 2023.
57%
Lead qualifying rate in H1 2023.
$61
Cost per lead (best performing campaigns).
To ensure the best chance of reaching Cerba’s audience and obtaining quality leads, we structured paid LinkedIn campaigns to target specific job titles of key decision-makers in the pharmaceutical and biotech industries.
To then get hold of their contact information, we needed a value exchange, offered in the form of insightful, relevant whitepapers, ebooks and guides.
Many different styles of messaging, imagery and design were trialled and tested throughout the various campaigns to find the most effective strategies at pulling in downloads and creating quality, likely-to-convert leads.
We also advertised on paid search as an always-on approach to drive traffic, and encourage contact form submissions through optimised landing pages.
For new users and those which may have been exposed to awareness ads on LinkedIn, we aimed to secure a position in top searches when they look for Cerba Research services.
We created a scoring system for the company’s business development team to rate these new contacts and indicate the most promising leads to be retargeted by the sales team.
Our most effective LinkedIn campaign so far has produced a cost per lead (CPL) of $61.
With industry benchmarks rising as high as $380 per lead, this greatly exceeded market standards and demonstrated the strength of the campaign
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