Biotechnology Innovation Organization (BIO) is the world’s largest biotech advocacy association. BIO partnered with MayoSeitz Media and creative shop, Agency M, to build awareness and interest of their 2023 International Convention among target B2B audiences in the emerging biotech industry. BIO set a business goal of driving 15,000 registrants (approximately 825 more than their 2022 attendance).
We identified actions in the customer journey, measured them, and assign values to those actions so that we could optimize our campaigns towards engagements most valuable to BIO.
We pinpointed target audiences from a variety of sources:
MSM strategized, planned, activated, and optimized a multi-channel digital media campaign across paid search and display channels, a variety of social media ad platforms, as well as targeted display ads with industry-relevant trade publications. Our campaigns integrated automated bidding strategies with customer data and creative best practices to improve conversion value as well as cost efficiency.
BIO set a target goal of 400 registrations directly attributable to our paid media campaigns. The results were clear:
“The MayoSeitz team acted as a seamless extension of our in-house marketing department and creative agency. They helped us deliver a truly integrated, multi-channel campaign with excellent results and zero headaches.”
– Lisa Magerl, Vice President Marketing, Biotechnology Innovation Organization