• Client
  • Bespoke: Fast growing data consultancy
  • Focus
  • 1 : Few
  • Objective
  • Secure high value leads in a space with zero track record
  • Strategy
  • A pincer-action combining ABM with inbound

The challenge

Bespoke’s raison d’etre is to make data simple. 

For many industries the business filters big data, extracting the most relevant insights and making it usable.

For pharma businesses it has a compelling proposition; taking the 1.5 billion rows of NHS prescription data and providing details of what’s being prescribed, and where. It means they can understand their competitive position in any location and have more meaningful conversations with clinical commissioners.

The challenge? Pharma is a notoriously relationship-driven industry – and Bespoke was entering the market as an unknown player.

A winning combination for content

Bespoke’s killer app solves a very specific problem for a specific audience – manna from heaven for content marketers.

Access to pharmaceutical data for every therapy area meant that we could offer a slice of the solution to every target pharma business.

For tier one prospects, we researched their data need and, using DM and personalised landing pages, sent them a set of commercially valuable data, customised to their therapy specialisms.

For the accompanying inbound campaign, we offered a similar set of data by creating a searchable database of therapy areas and Clinical Commissioning Groups – a model that provided prospects with highly valuable content, and Bespoke with detailed sales intelligence for follow up.

Following several rounds of intense experimentation to reduce costs and improve conversion, the campaign continues to drive a steady flow of inbound leads, 12 months on.

The results

  • • 120% ROI, month in, month out.

Martech

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