The Challenge
High pressure liquid chromatography (HPLC) is a benchmark technique used in labs across the world. With this technique, there are common issues that can arise from any part of the instrument. Learning each component of the instrument along with awareness of the types of problems can occur is informative to both new and experienced analysts. MAC-MOD Analytical recognized the value of this information and developed a guide of the techniques and strategies to help resolve chromatographic issues in laboratory settings. MAC-MOD sought to work with a media partner on developing the right distribution strategy for this content that would ultimately help drive leads for their sales pipeline.
C&EN Media Group was tasked with solving these questions from the team:
Our Approach:
Implement a strategy that focuses on the needs of your target audience
Tailored educational content in a trusted environment
Collaborate on a content strategy
Audience targeting campaign
The Program
With a strong promotional strategy developed, the C&EN Media Group team put together a custom landing page, email and banner ad promotions to launch MAC-MOD’s informative guide on LC Chromatography Troubleshooting.
These marketing materials were designed to capture the attention of the target audience and encourage them to download the white paper for more information.
The Results
This white paper campaign proved to be highly effective, resulting in increased conversions among scientist eager to enhance their knowledge of troubleshooting LC Chromatography. With these high number of downloads, MAC-MOD Analytical’s campaign surpassed the guaranteed lead goal of 200 by over 300%. The following results illustrate how C&EN Media Group successfully created a strong pipeline of potential customers for MAC-MOD Analytical.
Banner Ad Impressions
Qualified Leads Delivered to MAC-MOD Analytical
