Industry-specific Lead Generation (Pharmaceutical)

Case Studies

Industry-specific Lead Generation (Pharmaceutical)

Narrate this article

0:51

Industry

Pharmaceuticals

HubSpot Licensing

Marketing Hub Professional, CMS Hub, and Sales Hub Professional

About the business

A global pharmaceutical consultancy specialising in bringing life-saving therapies to market through strategic support, commercialisation, and communications.

Project Timeline

12 Months

Integrations

Google Analytics

Our client is a sales performance improvement organisation working with global brands to optimise how their salespeople engage with customers. With ambitions to expand into Pharma and Medtech, they needed a new content-led inbound strategy to grow awareness, attract leads, and position themselves as trusted experts in the space.

The problem

At the outset, Pharma and Medtech were untapped markets. The client had no fresh data, outdated contact lists, and zero inbound leads from these verticals. Without industry-specific content, it was impossible to demonstrate credibility or attract the right audiences.

Their goal was ambitious: build a Pharma/Medtech-specific database, rank for key industry terms, and establish themselves as the go-to voice for sales performance in these sectors. The only way to get there was with a comprehensive content and inbound marketing program.

Problem 1:

Having the expertise and resources to recreate existing content for enhanced Lead Capture.

Problem 2:

Lack of cohesive industry specific campaign strategy, individual channel efforts were strong but everything needed to be tied together.

The solution

Engaging.io implemented a full-funnel solution using HubSpot’s Marketing, CMS, and Sales Hubs. We began by migrating their contact database and content assets into HubSpot, ensuring data hygiene and segmentation capabilities from day one.

We then designed and deployed a content-led lead generation strategy tailored to the client's audience personas. Advanced workflows were developed to automatically segment, score, and nurture leads based on behaviour and lifecycle stage. Sales automation features such as sequences, templates, and task queues were implemented to streamline prospecting and follow-up.

Finally, we built robust dashboards to provide real-time visibility into performance metrics, empowering both marketing and sales to make data-informed decisions without reliance on developers.

The Strategic Plan

The Implementation

Content Production & Optimisation

Campaign Tactics

Channel Synergy

Focus areas

Rewrote 9 whitepapers for Pharma/Medtech, gated for lead capture.
Produced 30+ blog articles targeting keywords like “pharmaceutical sales strategies” and “medical device sales training.”
Added strong CTAs linking articles to relevant whitepaper downloads.

Content Production & Optimisation

Focus areas

Rewrote 9 whitepapers for Pharma/Medtech, gated for lead capture.
Produced 30+ blog articles targeting keywords like “pharmaceutical sales strategies” and “medical device sales training.”
Added strong CTAs linking articles to relevant whitepaper downloads.

Campaign Tactics

Focus areas

Created a Pharma LinkedIn Group and grew it from 0 → 154 members.
Launched PPC campaigns on LinkedIn promoting gated content.
Ran email blasts and nurture sequences tailored to Pharma/Medtech segments.
Used internal linking across content to improve SEO rankings.
Deployed a Pharma/Medtech survey to generate stats and position client as a thought leader.

Channel Synergy

Focus area

By connecting SEO, social, PPC, and email campaigns around gated content, every piece of activity fed into the same goal: building the Pharma/Medtech database and positioning the client as a leader.

The Implementation

To break into the Pharma and Medtech markets, we built a targeted inbound engine that blended content, SEO, paid media, and community engagement. With the client’s Pharma sales expert, we rewrote nine whitepapers into gated assets for lead capture and produced more than 30 keyword-optimised blog articles with embedded CTAs. At the same time, we launched PPC campaigns on LinkedIn, built a Pharma-specific LinkedIn Group from scratch, and rolled out tailored email blasts and nurture sequences to engage new contacts.

Every tactic was designed to work in concert. Internal linking strengthened SEO authority, PPC drove traffic to gated content, social groups amplified reach, and emails nurtured leads through the funnel. The result was a tightly connected campaign that rapidly built a high-quality Pharma/Medtech database while positioning the client as a credible thought leader in sales performance for the sector.

The Impact and Results

The results spoke volumes.

972 leads generated via Pharma/Medtech-specific whitepapers.
30+ blog posts published, including one that reached the client’s Top 10 most-viewed posts with 600+ views in 3 months.
73 Pharma-related keywords now ranking in search engines.
Average conversion rate: 34% (visit → lead).
Pharma LinkedIn Group: 0 → 154 members.
PPC campaigns drove 184 leads at a cost of just AUD $352.

Example highlight:
Whitepaper: Creating Real Value for Physicians

Leads: 227
Views: 728
Conversion Rate: 31%

The content library we built doesn’t just drive results today — it’s a sustainable engine of SEO authority, lead generation, and industry credibility that will continue to deliver for years.