BIO Case Study.

Challenge.

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).

Process.

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:

  • Prior event attendees,
  • Lookalikes of attendees,
  • Prospects who work in the biotech industry most likely to become a BIO member and attend their International Convention,
  • Lastly, we remarketed those who expressed interest in the conference and did not convert from their first engagement.

Approach.

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.

Results.

BIO set a target goal of 400 registrations directly attributable to our paid media campaigns. The results were clear:

  • Google Analytics recorded over 3,000 registrations (last-click attribution) generated by our media campaigns, more than 7x our goal.
  • Revenue attributed to our media sources totaled over $7.7M. With an all-in media budget of $300,000, that’s a 25.8x Return On Ad Spend.
  • With a total registrant goal of 15,000, BIO far surpassed that with a total of 20,559 registrants – 5,559 event registrants beyond goal.
37
% more event registrants
beyond 15,000 goal

“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

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