When Leica partnered with Biocompare in 2007 to drive its conversions-to-sales and
reach its scientific audience, the leader in microscopic instruments began using
Biocompare’s product directory.While operating under non-compete agreements the
first 12 months of business, AVMBioMed had to be “very quiet and careful” about
promoting its proteomics technology, says Christian Loch, Director of R&D for the
biological startup, which uses a proprietary Snapshot Proteomics® microchip system
to access cellular information in the proteome.
Today, AVMBioMed is taking an integrated marketing approach through Biocompare.
The company’s science requires education, Loch says. AVMBioMed turned to Biocompare:
to help a scientific audience understand the technology, therefore shortening the
sales cycle.
Driving Sales through Education
“What we do is a niche,” Loch explains, adding that there is no direct competition
for the technology because it’s essentially a market disruption. “We have to educate
consumers about what we do and why our solution may be a better alternative—that’s
a hurdle.”
Loch says AVMBioMed reached out to Biocompare because, like anyone searching for
a solution online, the marketing specialist’s results kept coming up on top. “If
you’re searching for ‘antibody,’ Biocompare’s site gets listed high up in the ranks,”
he says.
Loch and team learned the benefits of integrated marketing through Biocompare and
began with a featured product listing, and then a webinar that explains Snapshot
Proteomics®. “The webinar provided an opportunity to explain our science in a detailed
presentation—A) what we do; and B) why our scientific audience should be doing it,”
he says.
Biocompare suggested the webinar, and Loch says he instantly grabbed on to the idea.
The process was seamless. “The whole recording took about 30 minutes, and we had
an opportunity to review it before it went live,” he says, adding that it as distributed
via an email list.
“Biocompare has included us in quite a few newsletters and email blasts,” Loch adds.
Tracking Progress: Viewing Success
The numbers tell the real story of how marketing through Biocompare is working to
drive prospects to AVMBioMed’s website. Loch has been measuring how many times a
scientific movie on its home page is loaded to a new computer, along with new views.
(Only unique views count.)
Before, AVMBioMed saw 10 movie loads per day and about one new view. “Now we get
about 100 loads a day and 10 views, so that’s a 10-fold increase,” Loch says.
Loch believes that the educational marketing efforts through Biocompare are shortening
the buying cycle for AVMBioMed’s products and services and bringing more qualified
customers to the door.
Already, the AVMBioMed has a few strong leads that Loch believes found the company
online because of its integrated marketing program through Biocompare. Loch says,
“There’s no doubt that the increased traffic and video views on our site and the
uptick in requests is a result of our work with Biocompare.”