Case study

Qualifyze logo

The company

Qualifyze, founded in 2019, has been a key player in advancing pharmaceutical compliance. The company strengthens connections between suppliers, manufacturers, and global quality professionals through its digital tools and data insights, aiming to create a healthier future.

With more than 1,200 healthcare and pharmaceutical clients, Qualifyze helps achieve and maintain top-quality standards throughout their supply chains.

Their solutions are powered by the world’s largest GxP audit database, which centralizes compliance, quality data, and external information, all enhanced by data analytics.

Their cloud-based Audit Management Platform offers secure and real-time access to crucial compliance data anytime, from any location.

Client headquarter:

Germany & Spain

Countries targeted with our activities:

Worldwide

Languages covered:

English

The challenge

  • Creating a digital marketing strategy to run campaigns all around the world where all campaigns and channels are aligned
  • Deciding which digital channels should be used to target the client’s buyer persona
  • Targeting only relevant people in all digital channels
  • Implementing multiple paid campaigns in the selected digital channels and countries
  • Having a constant inflow of qualified leads
Extended version

The main pay-per-click (PPC) goal of Qualifyze was to target the correct decision-makers employees from the quality, procurement and finance departments within the pharmaceutical industry to have a constant inflow of qualified leads.

To achieve this, 22tribes developed a comprehensive digital marketing strategy that involved thoughtful planning on a global scale, including which paid channels should be used and how much money should be allocated to each one. This process also involved researching and identifying the different buyer personas of the client in the different paid channels (LinkedIn Ads, Google Ads and Meta Ads).

The solution

  • Creating a marketing lead funnel across all channels
  • Creating paid campaigns in different digital channels such as Google Ads, LinkedIn Ads and Meta Ads
  • Crafting audiences from scratch for all decision-making units (DMUs) on LinkedIn and Meta Ads
  • Performing a keyword research based on the targeted regions and the different solutions they developed
  • Identifying the most relevant industry-focused keywords to target on Google Ads
  • Creation of remarketing audiences for all channels
  • Optimizing campaigns with multiple learnings and next steps by analyzing all data
  • Elaboration of HubSpot reports and dashboards to visually identify the quantity and quality of the leads generated
Extended version

The initial phase involved the establishment of a comprehensive marketing lead funnel, spanning across diverse channels to maximize the reach. This included the creation of paid campaigns on Google Ads (search and display), LinkedIn Ads, and Meta Ads. Together with the client, we set up different awareness, consideration and upselling campaigns to target people in all stages across the lead funnel (those more at the Top of the Funnel, Middle of the Funnel and Bottom of the Funnel).

Before setting up and launching all campaigns, it was very important to meticulously research and identify all the relevant job titles of the decision-making units (DMUs) for our client for LinkedIn and Meta Ads based on their job titles and seniority and company industry. Moreover, 22tribes conducted an industry-focused keyword research to identify the most relevant terms users researched when finding our client’s offerings in order to set up effective campaigns on Google Ads. Additionally, a key point was creating multiple remarketing audiences to reach those users again who needed more time or information to convert.

We conducted weekly optimizations for all campaigns to improve some of the most important key performance indicators (KPIs) such as the number of leads, the conversion rate, the cost per lead (CPL) and the quality of those leads. We did that by analyzing the performance of all campaigns and the feedback from the client regarding the quality of the leads. This adaptive strategy involved the implementation of several tests to ensure campaigns remained responsive to the dynamic landscape of digital advertising.

Additionally, we also used the customer relationship management (CRM) tool HubSpot to elaborate reports and dashboards, providing a visual representation to identify and assess the quantity and quality of leads generated through the marketing efforts.

The result

  • An increase in the number of leads by 166.67% worldwide thanks to all paid marketing campaigns on several digital platforms
  • ~30% of the leads created during 6 months came from paid marketing activities
  • Achieving >90% of MQLs from all generated leads
  • Achieving the same low CPL even though the number of leads increased significantly over the months
  • MQLs converted well into actual clients
  • A progressive increase in the click through rate (CTR) by ~41.30%
  • Identification of the best target audience to use for PPC campaigns
  • Identification of the best-performing campaigns and assets in all channels
Extended version

The implemented paid marketing campaigns across the different digital platforms resulted in an immense global increase in leads. During half a year, 60% of the marketing leads came from PPC digital channels. This success is further underscored by achieving the same average cost per lead (CPL) even though the number of leads increased significantly and attaining more than 90% marketing qualified leads (MQLs) from the total generated leads. Those MQLs also converted well into actual clients.

These outcomes reflect the investment of 22tribes efforts in analyzing all the data of the campaigns to optimize them and paying attention to all feedback from the client regarding the qualification of the leads to constantly adapt the campaigns.

This success is complemented by a progressive improvement in click through rate (CTR) and strategic identification of the best target audience for PPC campaigns in each channel. The continuous optimization efforts have also led to the identification of the most successful campaigns and assets across all channels, contributing to a refined and results-driven digital marketing approach that achieves great results.

Qualifyze - LinkedIn Ads Click Through Rate (CTR) Evolution
Qualifyze - LinkedIn Ads Conversion Rate Evolution

“Our collaboration with 22tribes to optimize our paid media campaigns on LinkedIn and Google has delivered remarkable results. Their expertise in enhancing our demand gen strategy has resulted in a significant increase in qualified lead generation. I highly recommend their services to companies looking to improve their PPC initiatives.”

Juan Viola

Team Lead Marketing, Qualifyze

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