Building a high-quality sales pipeline in the specialized pharmaceutical, biotech, and CMC market
Reaching relevant contacts before the competition does: For Leukocare, vierviertel developed an integrated lead generation campaign in the highly specialized segment of bispecific antibodies. The challenge was to target hard-to-reach decision-makers in the biotech and pharma industries with technically relevant content precisely during the evaluation phase and transition them directly into a structured sales process. Within just a few weeks, a qualified HubSpot pipeline was established, featuring informed contacts, initial sales conversations, and campaign metrics significantly above the B2B benchmark—including an MQL rate that was roughly three times higher.
Leukocare is a German biotechnology company headquartered in Munich. The company helps biotech and pharmaceutical companies transform complex active ingredients into marketable drug products more quickly, with greater stability, and on a larger scale. Its focus is on data-driven formulation development and stability optimization for biologics, vaccines, viral vectors, and sterile injectables.
Leukocare’s target audience consists primarily of biopharmaceutical companies, biotech firms, pharmaceutical companies, and development partners that need to solve complex formulation challenges.
Reach relevant contacts before the competition does
The goal was clear: to build a demonstrable pipeline in the bispecific antibodies segment within three months. The problem is structural—and familiar to every biotech marketer: decision-makers are hard to reach, the evaluation process takes months, and cold outreach without substantive content doesn’t get through.
Added to this is the technical complexity of the topic and the challenges involved. Leukocare didn’t need another visibility channel; rather, it needed a pipeline that would use relevant content to engage the right contacts in a conversation at the right time.
Objectives:
- Generate qualified leads that are in the evaluation phase
- Build a structured pipeline in HubSpot that flows directly into the sales process
- Position Leukocare as a knowledgeable partner in the field of bispecific antibodies
- Initiate Meaningful Initial Conversations—with Contacts Who Are Already Informed
Services:
- Campaign architecture, including channel mix
- Landing Page Design, UX, and Content
- Design and Integration White Paper
- LinkedIn Ads, Google Display Retargeting – Design and Copywriting
- Google Search Ads, Keywords, and Targeting
- Email Nurturing Logic and Copy
- HubSpot Pipeline Setup, Including Reporting
- HubSpot Segmentation and Account-Based Targeting
- HubSpot Reporting
- Event Setup in Livestorm
- System Integration: HubSpot, LinkedIn, Lemlist, Framer
Complex expertise is transformed into a clear conversion path
vierviertel designed the UX, structure, and copy of the landing page to ensure that the complex offering was conveyed in a way that was both easy to understand and technically precise. As a result, the page became the campaign’s central conversion point: it clearly communicated the value of the white paper, directed participants to the webinar, qualified relevant leads early on, and routed them directly into the HubSpot pipeline.
In-depth expertise instead of generic awareness
vierviertel developed ad creatives and copy specifically tailored to scientific decision-makers in the biotech and pharmaceutical industries. Within the campaign architecture, LinkedIn served as the precise entry and lead-qualification channel: Relevant target audiences and accounts were guided to white papers, webinars, and landing pages via content tailored to their specific fields. Additionally, Lemlist was integrated to continue engaging selected contacts on LinkedIn in a personalized manner and to track interactions systematically in HubSpot.
Google Ads
Technical Depth Instead of Generic Awareness
,vierviertel developed ad creatives and copy specifically tailored to scientific decision-makers in the biotech and pharma industries. Within the campaign architecture, LinkedIn served as the precise entry and qualification channel: Relevant target audiences and accounts were guided to white papers, webinars, and landing pages via content tailored to their specific needs. Additionally, Lemlist was integrated to continue engaging selected contacts on LinkedIn in a personalized manner and to track interactions systematically in HubSpot.
Results Well Above the Industry Average
The campaign was consistently designed to prioritize quality over volume. This is reflected in the results: All key metrics were significantly above the typical B2B benchmarks for comparable campaigns in the life sciences sector.
What’s behind it:
- The MQL rate was about three times higher than the typical B2B benchmark—a result of thematic precision, not the budget.
- Nearly all of the generated leads met the defined qualification criteria and were transferred directly into the sales process without any manual steps in between.
- Even within the three-month period, a number of promising initial meetings took place
- HubSpot’s architecture and nurturing logic are designed as a permanent pipeline infrastructure—not as a one-time campaign.
Swati Subramanian
PhD, Molucular Biology
Marketing Consultant | Biotech