MARAVAI LIFE SCIENCES
CLIENT
TriLink BioTechnologies
INDUSTRY
Nucleic Acid & mRNA solutions
SERVICES
Google Ads
Linkedin Ads
OVERVIEW
At the end of 2023, TriLink faced a reduced budget to spend on digital advertising, which directly impacted their PPC lead acquisitions across all digital channels. The decline in leads raised concerns as the website is one of the company’s leading sources of qualified leads.
To drive high-value leads, Supreme assisted TriLink in creating a strategy focused on customer-centric ads highlighting their boutique approach, nurturing prospects on LinkedIn with videos and lead generation campaigns, and targeting high-value conversions with specialized bidding strategies on Google Ads.
TriLink's cost per lead decreased, their conversions doubled, and they gained valuable insights through transparent reporting. After seeing how these strategies could dramatically impact their revenue, TriLink restored their original budget to maximize their results.
+84%
Monthly Google Ad conversions
The strategy increased monthly high-value conversions and sales-qualified leads, resulting in a stronger sales pipeline and enhanced revenue potential.
-47%
Decrease in LinkedIn CPL
This decrease in cost per lead meant TriLink could allocate less budget to their marketing efforts while still maintaining a high volume of leads.
$245K
Revenue from Google Ads
In May, $245K in sales was tracked from Google Ad campaigns back to Salesforce, demonstrating the effectiveness of these advertising efforts.
“Working with other agencies and experiencing how bad a relationship can be with an external partner, I'm so glad I get to work with Supreme. Supreme just makes it really, really easy to work with them.”
Sandra Frei, MA
Global Digital Marketing Manager,
TriLink BioTechnologies
01
Following the budget cuts, Supreme recommended that TriLink focus on higher-value sales-qualified leads that result in large deals. The strategy involved targeting high-value conversions, such as mRNA Services and Discovery mRNA Synthesis form fills, and focusing on conversion-driving bidding strategies. This approach doubled conversions, and by importing lead and transaction data from Salesforce, we attributed $245,000 in revenue to new leads from Google Ads campaigns in a single month (not including revenue attributed to leads already in TriLink’s CRM).
02
Supreme helped TriLink launch a LinkedIn funnel targeting mRNA researchers and academics, as well as other research and discovery workstreams. Target audiences received multiple touchpoints with brand videos showcasing TriLink’s customer-first approach and experience. This strategy built brand awareness and created a large remarketing audience for lead-generation campaigns, which reduced the cost per lead from $113 to $53.
03
Transparent reporting was set up to track conversion data for all ad campaigns. By integrating TriLink’s CRM with the ad platforms, we could report ROI. Due to these efforts, TriLink’s marketing team was able to provide their C-Suite with clear visibility on how budget cuts negatively affected revenue and brand awareness. This clarity led TriLink to easily decide to return to their original, higher budget.
“We could show the C-Suite how cutting the PPC budget was impacting revenue and brand awareness. Based on what we put together, they let us go back to our original budget, and that is huge.”
Sandra Frei, MA
Global Digital Marketing Manager,
TriLink BioTechnologies
Founder, Head of A.I
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