Challenge

A data integration company sought to expand its footprint in the life sciences vertical by developing a strategic account-based marketing (ABM) campaign. The goal was to create meaningful sales opportunities with mid-market to small enterprise life sciences companies in the United States.

Strategic Approach

The company leveraged ZoomInfo to identify and narrow a target account list, focusing on organizations showing specific buying signals such as new executive appointments, leadership changes, and recent funding news. The initial approach concentrated on assigning 100 accounts to each SDR, with plans for future expansion.

A comprehensive set of targeted assets was developed to support the campaign, including a white paper on real-time data solutions, an anonymized customer case study, a vertical-specific website page, a thought leadership webinar, and a solution brief addressing key industry challenges like real-time data streaming and data privacy.

Messaging Strategy

The campaign's messaging was carefully crafted to address different personas within target organizations. Technical users, non-technical stakeholders, and economic decision-makers received tailored communications highlighting the company's existing life sciences customer success stories and the platform's ability to solve critical data integration challenges.

Multichannel distribution included:

• Dedicated website content

• Social media promotion

• Outbound email and call sequences

• Paid email campaigns driving webinar registrations

• Targeted outreach through industry trade publications

Results and Impact

The campaign demonstrated significant potential for penetrating the life sciences market. While still in progress, the early approach showed promise in creating efficient pathways for SDR engagement and opportunity generation.

Key outcomes included:

• Precise targeting of high-potential life sciences accounts

• Development of persona-specific messaging

• Creation of comprehensive, vertical-specific marketing assets

• Establishment of a systematic approach to market penetration

Conclusion

By developing a carefully researched and executed ABM strategy, the data integration company positioned itself as a strategic partner for life sciences organizations seeking advanced data integration solutions.