THE OBJECTIVE: Thermo is entering an emerging application area, glycan analysis, with its Orbitrap line of instrumentation and needs to help fill the funnel with sales leads.
THE CHALLENGE: With very little budget to spend on a single application area, the challenge is to tag-team with other programs to gain traction.
THE RESULT: MOD.LS worked with a highly motivated marcom specialist who saw how the very popular Orbitrap microsite could be used to her advantage. Working together, the team developed a series of three “quick reference cards” that provided handy information for the glycan researcher. These cards were promoted on the website and through an opportunistic online campaign that generated solid, pre-qualified leads for a very targeted application area.