ICQ SUCCESS STORY
A commitment to best-practice marketing earns biopharma consultants substantial leads
Industry: Pharma Tech
Building a solid marketing foundation
ICQ expanded their business over the years with their extensive network and referral base, but that strategy began stalling additional growth.
With limited prior marketing efforts at ICQ, we came in to draw up plans and frame out the marketing house.
- Marketing plan and budget
- Market research and competitive analysis
- Updated corporate messaging and positioning
Not all brands require a complete flip. ICQ just needed some cosmetic fixes and an injection of creativity.
A subtle, yet thoughtful change to their tagline from “Engineering Better Solutions” to “Engineered for Quality” differentiated ICQ from multiple competitors with similar taglines while putting the focus on the main benefit they deliver to their clients: quality manufacturing.
Positioning ICQ as “biopharma’s CQV experts” helped them stand out as a specialist in a crowd of generalists. We infused biopharma-specific imagery and added an “ICQ stamp of approval” using a watermark of their logo to convey the hands-on, consultative approach unique to ICQ.
Carrying the updated brand through to important sales collateral and trade show graphics supports ICQ’s team so they can focus on their specialty: relationship building.
Powerful Content + Targeted Marketing = Qualified Leads
While we built a marketing lead generation machine for ICQ, we also focused on supplying the fuel: high-quality, engaging thought leadership content.
400+ marketing qualified pharma leads in the first 18 months
Sponsored content, LinkedIn Ads, email marketing, and social media helped us generate 400+ marketing qualified pharma leads in the first 18 months along with a noticeable increase in RFP invitations.
We continue to serve as ICQ’s complete outsource marketing department, generating leads, nurturing prospects, and elevating the ICQ brand.