43% more leads.
36% lower cost. 3 months.
For a US biotech selling to researchers and institutions globally,
we rebuilt the campaigns that were missing the mark.
43%
More Leads Generated
36%
Less Spent per Lead
115%
More Visitors Converting to Buyers
30+
Purchases in 3 Months
Performance Marketing
About Arima Genomics
Their buyers aren't consumers browsing casually. They're scientists and procurement teams doing serious due diligence before committing to a purchase. Getting in front of the right person at the right institution takes precision, not volume.
The Challenge
Reaching the right people
Ad spend reaching people outside the target: wrong institutions, wrong roles, wrong industries. Budget going out, right people not coming in.
Building reliable signal
The conversion tracking – the system that records when someone takes a meaningful action was inconsistent. Without reliable data, every campaign decision was a guess.
Pages built to move buyers forward
When the right buyer landed on the site, the page wasn't built to move them forward. Technical buyers need specific information presented clearly.
Going after the accounts that matter
The most valuable potential buyers, specific research institutions, pharma companies, academic labs, weren't being targeted directly. They were being treated the same as everyone else.
The Approach
Audit
Before changing anything, we looked at everything. Where was budget going, who was actually converting, where was tracking breaking down.
- Full campaign audit
- Audience and targeting analysis
- Conversion tracking review
- Ideal customer profile confirmed
Account-Based Marketing
Identified specific companies and institutions Arima should be in front of and targeted them directly through RollWorks.
- Target account lists built by institution type
- Decision-makers targeted by role and organisation
- Right message to the right person for the first time
Tracking
Rebuilt measurement from scratch. For the first time, every campaign decision had real numbers behind it.
- Full conversion tracking rebuilt
- Every buyer journey step instrumented
- Decisions backed by complete data
Landing Pages
Rebuilt the pages people landed on after clicking an ad. Technical buyers doing real research need specific information, clearly presented.
- Pages rebuilt for a technical research audience
- Friction removed
- Value proposition sharpened
- Conversion path clarified
The Results
7,424+
High-intent Qualified Leads Generated
122%
of KPI Averaged Across All Four Quarters
4qtrs
Consecutive Quarters of Maintaining and Exceeding Target
100%
Multi-Platform Optimized
See what's leaking before you spend another euro.
Precision targeting is the whole game.
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