The Challenge
Cytiva set out to establish itself as the leader in end-to-end solutions for advancing therapeutics. The company needed to clearly communicate the breadth and depth of its capabilities across the biopharmaceutical innovation lifecycle – from early research and process development through to manufacturing and commercialisation.
Cytiva required a large-scale brand awareness and lead generation programme that would reach key decision-makers across the life sciences ecosystem, build credibility in a competitive market, and create a predictable pipeline of high-quality leads.
A key objective was to integrate data and analytics throughout the marketing funnel to ensure campaigns were highly targeted measurable and continuously optimised for impact
The Solution
GlobalData Marketing Solutions (GMS) combined large-scale targeted brand awareness campaigns with data-driven thought leadership content, including in-depth articles and authoritative whitepapers that showcased Cytiva’s expertise in end-to-end solutions.
To nurture interest and accelerate decision-making, GMS built and executed lead nurturing workflows that delivered relevant, personalised, content and insights to prospects based on their behaviour and engagement patterns – progressing them down the funnel and ultimately generating warm, actionable leads for the sales team.
To measure long-term impact, we also conducted an annual brand perception survey to track challenges in awareness, consideration, and sentiment, ensuring the programme evolved in line with Cytiva’s business goals.
The Results
1,238 different identified companies engaged with Cytiva’s content
400+ high-quality leads delivered annually
20,000+ annual page views
This is just one example of how GlobalData Marketing Solutions helps organisations connect with senior decision-makers through trusted, insight-led content. Discover how we can help your organisation engage the audiences that matter most. Get in touch.