The Client
Tecan is a leading global provider of automated laboratory instruments and solutions. Their systems and components help people working in clinical diagnostics, basic and translational research and drug discovery bring their science to life.
They help clients build medical instruments, devices, and diagnostic tools, as well as create custom, automated solutions for laboratories. Their clients work in clinical diagnostics, scientific and medical research, and drug discovery.
Tecan provides its clients with the vital equipment and components/modules they need to develop products that are life- saving and life- changing drugs, tests, research, etc., The result is better care and higher quality of life for all people across the globe.
The Challenge
Tecan wanted to amplify the marketing around OEM (Original Equipment Manufacturer) partnership, particularly two of their OEM programs. They wanted to secure Tecan Synergence™ as the trusted and proven partner in OEM design and development. And they wanted to showcase Tecan Cavro® as the reliable OEM high-quality components and modules supplier.
The Strategy
Our strategy combined targeted paid LinkedIn campaigns with an Account-Based Sales (ABS) approach, driving awareness and engagement among small-to-medium business owners. Leveraging LinkedIn’s advanced targeting capabilities, IHX ran tailored ads featuring thought-provoking content about blockchain’s potential to revolutionize operations. These campaigns were complemented by ABS efforts, focusing on high-priority accounts with personalized outreach that addressed each business's unique challenges and opportunities. This strategic blend of paid and direct engagement funneled prospects to a webinar that simplified blockchain concepts and demonstrated its practical applications. By nurturing these leads with actionable insights and building trust, IHX successfully converted attendees into consulting clients, solidifying its role as a trusted advisor in decentralized technology adoption.
The Strategy
Our strategy combined targeted paid LinkedIn campaigns with an Account-Based Sales (ABS) approach, driving awareness and engagement among small-to-medium business owners. Leveraging LinkedIn’s advanced targeting capabilities, IHX ran tailored ads featuring thought-provoking content about blockchain’s potential to revolutionize operations. These campaigns were complemented by ABS efforts, focusing on high-priority accounts with personalized outreach that addressed each business's unique challenges and opportunities. This strategic blend of paid and direct engagement funneled prospects to a webinar that simplified blockchain concepts and demonstrated its practical applications. By nurturing these leads with actionable insights and building trust, IHX successfully converted attendees into consulting clients, solidifying its role as a trusted advisor in decentralized technology adoption.
The Creative
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Client: Tecan
My Role: ACD, Writer
AD: Phil S.
ECD: Jamie C.
