The value of leads from trade publications
Marketers in B2B science companies know the importance of lead generation. What many underestimate, however, is the effectiveness of targeted media buys in trade publications for generating actionable leads that can be nurtured through the buyer’s journey.
The importance of trade publications in lead-generation is even greater today with the advent of generative engine optimization/answer engine optimization (GEO/AEO) and no-click search, where search ads are increasingly functioning more as an awareness tool than as a source of leads.
The need for leads and marketing automation
For LabVantage Solutions, a provider of enterprise laboratory software solutions such as LIMS, ELN, LES, SDMS, and advanced analytics, generating and nurturing leads is critical to their business. So, they turned to Brandwidth Solutions for support and to develop a media plan that utilized lead nurturing through their marketing automation system.
Expertise matters
Brandwidth’s in-depth knowledge of the scientific B2B media landscape, and close relationships with those brands, equipped us to plan out LabVantage’s media buy strategically. Our media planners knew how to select the right outlets and an optimized set of lead-generation opportunities—such as sponsored symposia, video interviews, e-books, webinars, custom surveys, company profiles, and content syndication—along with strategies focused primarily on awareness, such as web ads, podcasts, and email blasts. The plan was designed carefully to reach desired markets, along with specific job titles and targeted scientific specialties.
The contacts produced from this comprehensive media plan were fed into a lead-nurturing program designed by Brandwidth within LabVantage’s Marketo marketing automation system. The system scored every lead as it progressed from unqualified lead (UQL) to marketing-qualified lead (MQL) to sales-qualified lead (SQL)—and ultimately, to sales. Every lead received 8 to 14 email touches, through a mix of content—including videos, white papers, case studies, brochures, podcasts, quarterly newsletters, and webinars.
Trade publications produce results
The results were impressive. When LabVantage measured all its lead generation efforts, trade publications stood out. In a six-month period, the media plan brought in more than 5,000 contacts—placing trade publications among the company’s top non-organic sources of leads.
The value of these leads was multifaceted. Nearly a quarter of these potential buyers from trade publications represented net-new prospects entering the booking funnel. In addition, a high proportion of them appeared early- or mid-journey, leading them to re-engage frequently with LabVantage content.
The diverse set of outlets and opportunities in the plan also enabled LabVantage to reach the mix of audiences it needed. The buying decision for laboratory software like a LIMS system is complex and involves staff in various roles and departments—from the laboratory, IT team, and senior management suite—who have varied concerns and questions as they consider purchasing a new system. Because the media plan reached staff in a range of roles at the targeted organizations, LabVantage had the opportunity to educate these diverse leads on different aspects of the software solutions through the multiple nurture touch points set up in Marketo.
The combined effect of reaching so many contacts in diverse roles was powerful. LabVantage was able to trace many of its highest-value sales to these prospects. When they ranked closed deals by size, from the largest purchases to the smallest, the top third were connected to leads from trade publications. Those large purchases were made at companies where the media plan had connected with multiple contacts at a single company.
Quality leads start the journey
When executed strategically, trade publication programs can shape the sales pipeline from the very first interaction. The LabVantage case shows how these channels deliver high-value leads that, once nurtured through tailored marketing automation, mature into customers with strong revenue potential.
Trade publications serve as a launch point for meaningful buyer engagement—introducing the right professionals to the right solutions and setting the stage for business growth.
