Case Study

Leading solution provider, enhancing the productivity & compliance of the life science industry, upturns its sales pipeline

The Customer

Customer Background: The customer has helped several leading pharma companies transform their packaging processes into a world-class operation. The integrated Harmony platform brings together all the critical elements under one umbrella to help address the diverse needs of the pharma & life sciences industry. The customer has proactively studied the changing Pharma landscape, and understood the needs within the packaging domain and developed a world-class integrated technology platform, Harmony. The Harmony platform is a GAMP category 4 IT solution. More than 20+ clients of the customer have consciously chosen to adopt Harmony for a defined, strategic, and optimized process to manage operations. The Harmony platform is compliant as per 21 CFR part 11 guidelines as laid out by FDA.

Case Scenario: Request for a sales meeting with the decision-makers in the pharma & life sciences industry for their product demo in order to build a sales pipeline for its sales team.

The marketing and sales team used different online marketing channels to engage with prospects, including pay per click, SEO, SCM by approaching different associated vendors where the average cost spent was ‘X’ and the ROI yield was ‘X/6’. This led to the decrease of sales and increase of expenditure, which made it hard for the marketing and sales team to align as to which marketing channels and agencies they should pursue.

Choosing the right mix of marketing strategy to make the most of the sales opportunities required a new vision on how to interact with customers, which made the customer associated with FunnL, leveraging the Personalized Email Marketing framework for its sales lead generation program.

FunnL helps the customer to build a healthy sales pipeline using Personalized Email Marketing Campaigns
After conducting a detailed market study, understanding the lead qualification parameter and the customer offerings, FunnL designed 3 major campaigns targeting the USA and Europe market as per customer sales strategy viz.

Customer Campaign:

Target Companies – Life Sciences & Pharma companies
Product Lines: Minimum of 5 product lines in their portfolio
Revenue: USD 20 MN and above
Target Decision Makers: CXO/SVP/EVP/EVP/Sr. Dir/Dir. Of “QA, IT, Supply Chain, Manufacturing, Procurement, Operations, Labelling, Artwork, Engineering – department”
Campaign Message: eLabel, eProof, eDoc

Partnership Campaign:

Target Companies – Life Sciences & Pharma companies
Product Lines: Minimum of 5 product lines in their portfolio
Revenue: USD 20 MN and above
Target Decision Makers: CXO/SVP/EVP/EVP/Sr. Dir/Dir. Of “Sales & Marketing Strategic
Partnership, Channel Partner, Partner Program, Product Marketing – department”
Campaign Message: Partnership opportunities to the target companies existing customers.

Regulatory Affairs (RA) Campaign:

Target Companies – Life Sciences & Pharma companies
Product Lines: Minimum of 5 product lines in their portfolio
Revenue: USD 20 MN and above
Target Decision Makers: CXO/SVP/EVP/EVP/Sr. Dir/Dir. Of “Compliance & Regulatory Affairs – department”

Campaign Message: eRA (A regulatory information system to manage product registrations and renewals, tracks all supporting documents required for eCTD, EVMPD, IDMP and Dossier Submissions, integration with Documentum, SAP and other systems. Tracking licensing agreements and cooperative ventures with other organizations (in-license and out-license agreements).

Campaign Synopsis & Results Driven by FunnL Personalized Email Marketing

All the campaigns were run on an average of 16 months.
FunnL was able to pump in 183 sales qualified leads into the customer sales pipeline from all the campaigns over the tenure.
Sales champ were able to demo/meet with the targeted decision makers as per the campaign mix with a context.
Analytics report was shared with the customer based on the campaign responses which helped the customers in moderating the campaigns as per their “campaign messaging and business development strategies”.
All the queries that resulted during the campaigning were shared with the customer which helped the customer to consult with the prospects in the specific domain.
The customer was also able to gauge the responses from the market which made it easier for them to design their strategy for “up-sell and cross-sell”.
Forecasting the number of leads for the coming months based on the analytical reports sent by FunnL was made easy.
A healthy sales pipeline during the campaign cycle was developed for the customer sales team.

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