Case Studies:
Turning a Geographical Disadvantage into a £1M+ Growth Engine
How we used “Physical-to-Digital” strategy to win 40 new pharmaceutical contracts.
The Client: Agenda1 (Specialist Laboratory Services)
The Challenge: Overcoming “The London Bias”
Agenda1 operated a world-class laboratory facility in Bradford, specialising in safety and purity analysis for the pharmaceutical sector. However, they faced a significant sales hurdle: the majority of their ideal prospects—and their competitors—were based within the London M25 zone.
Being “up North” meant Agenda1 was frequently overlooked for high-stakes projects, despite having superior equipment and expertise. They didn’t need a “prettier” website; they needed a way to bring their Bradford lab to the desks of London-based decision-makers.
The Strategy: The “Propulsion” Campaign
We moved away from “passive” marketing and designed a highly targeted Account-Based Marketing (ABM) campaign. We identified a “Dream 100” list of specific companies Agenda1 wanted to win.
1. The Physical Hook
We designed and produced 100 “Science Experiment” kits. These were sent directly to decision-makers. The kit allowed them to build a small paper boat that used surface tension (science in action!) to propel itself across water.
- The Message: “Agenda1 can help propel your projects forward.”
2. Personalisation at Scale
Every prospect received a bespoke, high-end brochure. We didn’t just swap logos; the content was aligned with the specific projects those companies were currently developing.
3. The Digital Destination (The Sales Tool)
Inside the kits and brochures were unique QR codes. These didn’t just point to a homepage; they led to a private, high-performance subdomain designed specifically for this campaign.
- Virtual Tour: Since prospects weren’t visiting Bradford, we brought Bradford to them through an interactive virtual lab tour.
- Interactive Mapping: Users could click through different lab zones to see specific equipment lists and technical capabilities.
- Social Proof: We integrated video testimonials and deep-dive case studies to build immediate credibility.
The Technical Edge: Precision Tracking
To ensure the sales team knew exactly when to follow up, we utilised unique UTM tracking for every single kit sent. This meant Agenda1 knew exactly who was exploring the virtual tour in real-time, allowing for a perfectly timed sales call.
The Results
The campaign shifted the perception of Agenda1 from a “regional lab” to a “technological partner.”
Engagement: 64% of the “Dream 100” prospects requested an initial meeting after visiting the site.
Conversion: 40 of those meetings resulted in confirmed new business.
The Exit: This strategic growth and brand positioning contributed to Agenda1 being successfully acquired by a major industry leader.
“We didn’t just build a website; we built a bridge between a lab in Bradford and the biggest pharmaceutical boardrooms in London.”
Start a conversion conversation today!
For an opening dialogue about how your next website can be built to focus on supporting your sales and marketing goals call Tim Chorlton on +44 (0)1759 771079 or complete the form below and we will be in touch to arrange a suitable time to talk.
“That was a ‘text book’ Account Based Marketing campaign – I am truly blown away by the results.” – Sales/Marketing Director, Agenda1.
