Success Story - EXTEDO

Simplifying the messaging for a whole product suite in 6 months

Our marketing was very basic. It talked about technical features and functions. Demodia helped us move to story-based messaging that our customers understand and can relate to,

Founded in 1996, EXTEDO has a simple vision: to help life sciences and pharmaceutical organisations ensure effortless compliance with industry standards and regulatory requirements. Over the years EXTEDO has become one of the leading names in the field of Regulatory Information Management (RIM), and is the only vendors that provides solutions covering the entire regulatory landscape.

However, despite this impressive pedigree, EXTEDO was operating with very basic and outdated marketing techniques. Their website was old fashioned; it hadn’t kept up-to-date with the latest design approaches and SEO practices, and the user journey was not well defined. This resulted in leads being lost right through the sales funnel.

“In the past, we would only do basic marketing such as events. There was nothing really done with SEO and our website was old fashioned. There were a lot of things I wanted to change, but we just didn’t have the resources to do so.”

Christian Bohrmann
VP, Global Marketing

EXTEDO was focused on traditional yet outdated outbound marketing, relying on trade shows, events and regular email blasts in isolation to acquire new leads and customers. When Christian was faced with these challenges, he knew he had tackle them head on and completely remodel their marketing strategy and brand before the company could grow. “We had two options,” explained Christian, “We could hire a large amount of additional staff and train them up, or we could find a partner that was willing to work with us. Either way, something had to change.”

EXTEDO’s marketing team consisted of 4 members that were responsible for maintaining, growing and improving their marketing model across three different continents. “I wanted change,” says Christian, “and we definitely didn’t have the right team to accomplish this change.” With such a gargantuan task ahead of them, they needed to seek a marketing partner to assist and execute their requirements. However, this came with its own set of challenges.

“We always had the challenge of an agency not understanding our needs and what we do. It was always tough to help them understand... But Demodia could, and was willing to work with us.”

Christian Bohrmann
VP, Global Marketing

Starting from the ground up, Demodia began by supporting the build of a new website that highlighted each of EXTEDO’s impressive offerings. They planned unique user journeys and lead nurturing programmes to support each key business area. Under the hood, Demodia advised on SEO techniques to build up EXTEDO’s search engine rank and their online presence.

When it came to developing brand new marketing campaigns, Demodia helped EXTEDO transition from a purely outbound marketing to using inbound and content marketing, including dynamic webpages, storytelling content, and automated nurtures. “Our marketing was very basic, and focused on the technical features and functions. Demodia helped us move to more story oriented messaging that our customers could relate to,” Christian agreed.

Christian saw feedback from his customers and partners immediately. Prospective leads responded well to the rebrand and were flowing through the sales funnel thanks to the digital marketing strategy that Demodia had implemented. In addition to this, Christian could monitor further reactions to his new strategy through the analytics and data the new website provided.

“Before, we couldn’t measure anything. Now, we’re measuring our lead value, our conversion rates, and our campaign performance. Now we can allocate our marketing budget in a much more efficient way; we can see what works and what doesn’t.”

Christian Bohrmann
VP, Global Marketing

The story

Problem

Events weren't bringing the leads they needed
Having trouble differentiating from competitors with similar features
A lack of skilled marketing resources

Solution

Introduced storytelling communications
Redesigned and built their website in HubSpot
Implemented HubSpot marketing processes

Transformation

Improved customer understanding and engagement
Halved cost of ad-words spend, whilst maintaining number of leads
Campaign performance analytics

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