Peak Scientific

THE CLIENT

An established player in the laboratory equipment market, our client is a leading manufacturer of consumables for chromatography instruments and equipment. Headquartered in the UK, Peak Scientific specialises in the production of nitrogen, hydrogen, and gas generators, mainly for the fields of liquid chromatography-mass spectrometry and gas chromatography.

THE CHALLENGE

Peak Scientific was in the process of launching a new product line to a niche audience when they approached Orientation Marketing to aid the promotion due to the unique nature of the new product offering.

A new product line of consumables for nitrogen gas generators needed to hit sales of around 25 units within the first year. The market is very targeted and presented the company with a challenge as it needed to achieve global sales and awareness, while investing the lowest possible marketing budget.

INBOUND MARKETING

Peak Scientific’s marketing challenge aligned with the philosophy of an inbound marketing campaign. Orientation Marketing engaged in a three-month marketing support project focused on lead generation through inbound (content) marketing. Working closely with the marketing team, we mapped out every relevant content piece with the client and put together a programme of marketing for each asset. Using marketing automation software, each piece of content was distributed to the company’s existing audience, and across social media and the occasionally targeted media suppliers.

We identified every online portal, Linkedin group and digital network where the niche market would populate and ensured our client was present across all these platforms. We also undertook an SEO campaign for the landing page which promoted the product, identifying the most relevant long-tail key phrases and pushing the page up the search engines, increasing traffic to the call to action page and developing the leads.

RESULTS

The inbound campaign generated good results early on in the campaign. As the traffic to the landing page increased and each of the content assets started to gain viewers and traction through a coordinated project campaign, leads came in, resulting in an increase of 50% of the incoming lead levels over the three months of our project.

We are unable to publish further campaign results due to client confidentiality but can share average data and industry benchmarks upon request.