Case study: Sartorius Umetrics data analytics

Sartorius Data Analytics, a trusted partner for the biopharmaceutical industry and laboratories, produces data analytics solutions that help companies gain insights from their data in order to improve their production processes, particularly in life sciences and highly regulated industries.

Location

Sweden

Sector

Life science (IT)

Service

Inbound marketing

Background

The Umetrics Suite of data analytics solutions from Sartorius includes multivariate data analysis, real-time process monitoring and design of experiments (DOE) software, which help companies develop robust, high-quality products, continually improve processes and maintain control during manufacturing to speed time to market and reduce waste .

The buying process for data analytics solutions in b2b manufacturing environments is a complex and often long one. The Umetrics marketing team was looking for a better way to attract, qualify and nurture leads.

The brief

Umetrics (now Sartorius) approached UP to develop an inbound and content marketing program that would allow them to generate leads, nurture their prospects and provide qualified leads to the sales team.

Sartorius wanted to attract the right buyers and be able to deliver qualified leads to the sales team rather than relying on cold calling, trade shows and purchased mailing lists.

The solution

UP developed an inbound marketing program and provided training to the client team on using HubSpot marketing automation and blogging software. Starting with a workshop and a deep dive into the buyer process, UP created a profile for several key personas and identified the core topics and important keywords for each.

Next UP completed an extensive audit of existing content and outlined a lead nurturing workflow for each persona to align with the three main product areas.

UP established a blog, created several email series and templates, set up marketing automation workflows, and outlined needs for premium content offers. Sartorius was already producing webinars, which were repurposed for blog articles and content offers. A content calendar with weekly blog posts was established and delivered on a regular schedule.

"Understanding who your buyer persona is, and creating content that speaks to that persona's needs, are essential parts of our lead nurturing strategy. We worked with UP to develop buyer personas, identify relevant topics and keywords, and prepare content that follows a strategy designed to support the customer journey: awareness, consideration, decision."

Marie Wensley, Digital Marketing Manager, Sartorius Data Analytics

The results

Sartorius saw continuous increase in website traffic and growth in leads. The website traffic increased more than 30% a year with the majority of the growth attributed to organic traffic delivered by the blog. Several of the blog articles rank #1 in Google search for their topics (design of experiments and multivariate data analytics) and rank in the top 10 of pages on the website based on traffic.

The lead conversion rate continues to be above 3% (above the industry average) and the client is pleased with the quality of the blog program. The lead nurturing program is delivering more than twice the amount of website traffic needed to meet the goals set.