ICQ SUCCESS STORY
Best-practice marketing earns biopharma consultants substantial leads, seals acquisition
marketing qualified pharmaceutical leads
$4M
from one-year omnichannel marketing campaign
Successful acquisition in 2022
When doing things right the first time is in the client’s blood, the marketing has to deliver.
That’s how we met ICQ Consultants, a down-to-earth, down-to-business group that doesn’t mess around when it comes to productivity and efficiency.
Those principles helped them go toe-to-toe with bigger challengers to earn the business of some of the world’s largest pharmaceutical manufacturers, but after more than a decade in business relying on relationships and referrals, growth had stalled.
ICQ came to us to shake things up, and we delivered.
We set out to build on their previous successes and make sure the right people knew the ICQ name. Our digital marketing efforts and lead generation campaigns resulted in:
- A significant increase in engaged inbound contacts and leads generating millions in opportunities
- 191% increase in overall website sessions
- 948% increase in blog post views
- 537% increase in website sessions from organic search engine results
- 220% increase in website sessions from organic social media
- New sources of website traffic and leads from LinkedIn Ads and email marketing
Keep scrolling to learn how we did it.
Industry: Pharma Tech
Stage: Private; Acquired by Ellab Corporation in 2022
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
Brand updates
Not all brands require a complete flip. ICQ just needed cosmetic fixes and a creativity injection.
Tagline
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.
Imagery
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.
Visibility
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.
900+ marketing qualified pharma leads
Sponsored content, LinkedIn Ads, email marketing, and social media have helped us generate 900+ marketing qualified pharma leads 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.
The next stage of growth:
ICQ acquired by Ellab Corporation
After 15 years in business, ICQ’s growth captured the interest of Denmark-based Ellab Corporation, which acquired ICQ in October 2022.
"When two strong teams with fantastic cultures come together, the whole is clearly greater than the sum of its parts."
-Tim Paymaster, President and Chief Commercial Officer, Ellab
"They will hit it out of the park for you."
Clarity Quest Marketing is responsive and creative; they really know their stuff.
Mike Gatta, Principal | ICQ