Case Study: Creative Account-Based Marketing Campaign

Synopsis

It can be extremely challenging to reach the right decision-maker with the right message and offer at the right time – especially in human health. I worked with my sales team to create a fun 3D drip mailing campaign to reach buyers with decision-making power at pharmaceutical companies and contract research organizations seeking temperature-controlled packaging for clinical trials. We exceeded our goals by 66%, securing meetings with the buyers when traditional inbound and outbound tactics didn’t work. 

The Challenge

Berlin Packaging’s Dangerous Goods Division launched a new line of temperature-controlled packaging that was truly innovative. We’d tried phone calls, email, geofencing campaigns, and direct mail to reach the buyers with decision-making power at 18 targeted pharmaceutical companies and contract research organizations. 

The Solution

A 3D direct mail drip campaign over a 3-week period featured an eye-catching rubber prop – a “melted ice cream cone” – in a competitor packaging replica to show its inferiority – as well as a soft-sided food/drinks cooler and a gift card for a real ice cream cone. (Check out the photos below). 

The Results

• 28% ROI (sales) on a budget of less than $5,000

• Exceeded marketing goals by 66%

• A new foundation for building long-term relationships with companies that hadn’t done business with Berlin Packaging’s Dangerous Goods Division. 

Contact Me Today

Have an immediate need or longer-term project in marketing, communications, or membership? Contact me at cathylada@gmail.com