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InfinixBio is a small, highly innovative biotech firm with several unique qualifications. They are one of only a few companies with clearance for high-level government contracts. Because they are small and operate in a highly specialized niche, they are very selective about the clients they take on. Most of these clients only come from in-network relationships, with no internal team specifically built for generating new clients.
Having gone through this struggle before, a mutual Biotech partner referred InfinixBio to 2POINT. Our multi-channel marketing strategy included a new website and branding, SEO, Ads, social media, and 1-1 emails. Within six months, we brought in high-quality leads, enabling them to close a significant new deal that covered their investment three times over.
InfinixBio had no online presence to speak of. Most of their leads were from their direct network. Since this entailed their executives attending in-person conferences or doing outreach, the leadflow was inconsistent.
On top of that, the old website was not telling their story meaningfully. We needed to find a way to reshape their narrative to highlight their incredible capabilities and uniqueness of what they do.
2POINT met with the team to learn about their business, people, and qualifications and to understand its long and short-term goals.
With a clear understanding of InfinixBio’s goals, we built a new website from scratch, including all graphics, animations to draw the eye, and an engaging user interface relevant to their target audience.
The InfinixBio brand was in dire need of a refresh. Their old website had a chunky 3D visual that was busy and distracting, while the new design was clean, fresh, and simple with a modern look and feel. The choice of font, spacing, the new logo, and colors are now in line with current design aesthetics while still being in tune with their industry’s expectations.
From the new color choices to the new logo and subtle animations that made the page feel alive, the overall vibe made the message pop without sacrificing design. Our work on the interface shows how we use design to amplify branding and send a clear message about what they do vs. hiding it beneath clunky graphics.
The new InfinixBio website featured a fresh, clean new design and concisely worded content that speaks directly to their unique services in the pre-clinical biotech field.
The solution included:
We were careful to strike a balance between science and design while maintaining simplicity for easy navigation. Animated graphics illustrate the pathways between their services and their applications, effectively reducing the verbiage required to explain their core competencies.
“Our team meets weekly for strategy sessions with Infinix's team of experts and have taken them from a highly respected Biotech company with no real digital focus before 2022, to a much improved brand look, website and digital strategy, which I am happy to say is now delivering monthly high ticket leads.”
Having completely transformed InfinixBio’s branding, website, content, and visual appeal, it was time to take it to market. Their ultimate goal was to generate more inquiries and qualified leads, and they trusted us to lead the way.
InfinixBio worked closely with our marketing team, helping us understand their business model and unique value proposition. We crafted an approach that helped them reach the right people on the right platforms at the right times.
InfinixBio was not using a paid ad strategy for lead generation. Their outreach was strictly in-person, leveraging their executive teams’ connections and attendance at in-person events and conferences. Ultimately, this approach was neither scalable nor sustainable, as once they did land a client, the entire team was all hands on deck to fulfill the contract.
They needed a marketing engine to bring the work to them so they could focus less on chasing it and more on doing it. Paid ads were just one tactic we applied to help them achieve their lead-generation goals.
We applied an end-to-end paid ad strategy that included:
Our paid ad strategy significantly boosted traffic to the site, driving conversions, site engagement, and improving search impressions for competitive keywords.
As the campaigns continue to run, the 2POINT team monitors results and updates the messaging and targeting to continually improve performance.
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The new website was fully optimized to align with their ideal buyers and started generating high-quality leads almost immediately after launch.
We started with a keyword audit followed by detailed keyword research, which would form the basis of our content strategy. We went on to create optimized service/sales pages and articles to highlight InfinixBio’s expertise and authority.
A precise focus on SEO helped us boost InfinixBio’s search engine rankings. As a result, clients can now easily find them online by looking for the services they offer.
Our well-researched keyword strategy ensured visibility for their top-ranked search phrases, helping them get eyes on their website organically and reducing their reliance on paid ads.
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We created several cold email sequences, applying personalization and segmentation and A/B testing the messages to get the approach “just right” based on where the prospect is in the customer journey.
Our 1-1 email strategy leverages:
Our cold email process uses an AI engine to identify decision-makers that fit InifinixBio’s customer profile, ensuring that messages reach the right people earlier in the process. 2POINT’s 1-1 emails helped InfinixBio improve lead quality and accelerate lead generation while reducing the cost of new customer acquisition. Best of all, the process is entirely automated, virtually eliminating their early-funnel sales outreach.
Our approach helped the client promote their unique value proposition and attract well-qualified leads, exemplified by the closing of a significant deal within six months of our engagement.
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InfinixBio did not have a social media presence before they engaged with 2POINT. We created pages for them based on our new branding and messaging, establishing branded consistency across social platforms on LinkedIn, Facebook, and Instagram.
Our social strategy for InfinixBio included daily posts and engaging video content to drive brand awareness and traffic back to the website. 2POINT is 100% hands-on with video production, sending our team to the client to create visually stunning reels. We also handle post-production, managing the publishing schedule, and organizing the creative direction.
As a result, InfinixBio experienced:
brand consistency across social platforms: LinkedIn, Facebook, and Instagram.
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