ICQ SUCCESS STORY
Best-practice marketing generates 1,300+ leads and seals acquisition for biopharma consultants
marketing-qualified pharmaceutical leads
$4M
from one-year omnichannel marketing campaign
successful acquisition in 2022
When doing things right the first time is in your blood, your marketing better deliver
Meet the Mikes—ICQ Consultants president Mike Bogan and principal Mike Gatta lead a down-to-earth, down-to-business consulting group that doesn’t mess around when it comes to productivity and efficiency; they get it right the first time.
Despite earning the business of some of the world’s largest pharmaceutical manufacturers, the Mikes realized company growth had stalled after more than a decade of relying on relationships and referrals for new business opportunities—and they needed to do something different.
Prioritizing brand awareness
To remain competitive and continue their growth trajectory, the Mikes needed the right people at pharmaceutical manufacturing organizations to know the ICQ name and everything it represented. In order to accomplish that, they sought a biotech marketing agency partner that understood their space.
With their “get it right the first time” ethos, ICQ wanted to shake up the biopharma industry. Enter the Clarity Quest team to deliver that message.
"They will hit it out of the park for you. Clarity Quest Marketing is responsive and creative; they really know their stuff. "
Mike Gatta
Principal
ICQ
Results worth talking about
And deliver we did. To help the Mikes meet their initial business objective to get the ICQ name in front of more people, we started with a foundational marketing plan and digital outreach that resulted in:
191
increase in overall website sessions
948
increase in blog post views
537
increase in website sessions from organic search engine results
220
increase in website sessions from organic social media
Additionally, ICQ saw a significant increase in engaged inbound contacts and leads, generating millions in opportunities, and saw new sources of website traffic and leads from LinkedIn Ads and email, both of which were previously untapped marketing channels.
Keep scrolling to see how the relationship has grown over the years, culminating in 1,300+ MQLs and an international acquisition.
Powerful Content + Targeted Marketing = Qualified Leads
While we built a marketing lead generation machine for ICQ, we also focused on supplying the fuel: high-quality, engaging thought leadership content.
1,300+ marketing qualified pharma leads
Sponsored content, LinkedIn Ads, email marketing, and social media have helped us generate 1,300+ marketing qualified pharma leads along with a noticeable increase in RFP invitations.
We continue to serve as ICQ’s complete outsource marketing department, generating leads, nurturing prospects, and elevating the ICQ brand.
Building a solid marketing foundation
ICQ expanded their business over the years with their extensive network and referral base, but that strategy began stalling additional growth.
With limited prior marketing efforts at ICQ, we came in to draw up plans and frame out the marketing house.
- Marketing plan and budget
- Market research and competitive analysis
- Updated corporate messaging and positioning
Brand updates
Not all brands require a complete flip. ICQ just needed cosmetic fixes and a creativity injection.
Tagline
A subtle, yet thoughtful change to their tagline from “Engineering Better Solutions” to “Engineered for Quality” differentiated ICQ from multiple competitors with similar taglines while putting the focus on the main benefit they deliver to their clients: quality manufacturing.
Imagery
Positioning ICQ as “biopharma’s CQV experts” helped them stand out as a specialist in a crowd of generalists. We infused biopharma-specific imagery and added an “ICQ stamp of approval” using a watermark of their logo to convey the hands-on, consultative approach unique to ICQ.
Visibility
Carrying the updated brand through to important sales collateral and trade show graphics supports ICQ’s team so they can focus on their specialty: relationship building.
The next stage of growth:
ICQ acquired by Ellab Corporation
After 15 years in business, ICQ’s growth captured the interest of Denmark-based Ellab Corporation, which acquired ICQ in October 2022.
"When two strong teams with fantastic cultures come together, the whole is clearly greater than the sum of its parts."
-Tim Paymaster, President and Chief Commercial Officer, Ellab
