Akadeum Life Sciences started with a dream – to get their new cell separation product into the hands of their potential customers. But they had one big problem: potential customers couldn’t find them online. Our work with Akadeum started with development of marketing strategies and moved into the redevelopment of their entire brand – including their logo, marketing materials, website, and brand messaging. Through the past 4 years, we’ve built the company’s online presence, captured top positions for industry search terms, implemented a CRM and marketing automation system, and driven qualified leads to the company’s website.
Like with any client, one of the first steps we took with Akadeum was to fully understand their various buyer personas; who they are, where they gathered information, and what their pain points are. From there, we began to understand how Akdeum could stand out and provide a solution.
Once that was fully understood, our graphic design team moved to the brand guide. This helped establish Akadeum’s personality, voice, and style, and it informed all designs and language used across marketing materials.
Next up was designing & building a brand new website. The goal was to make it just as beautiful as it was functional, because what’s the point in designing a masterpiece if no one sees it? This website is more than a pretty face – it also has some serious SEO power. Additionally, the site supports Akadeum’s sales efforts with e-commerce functionality and a HubSpot integration. This allows their sales team to manage the sales cycle with complete visibility into contact and deal records.
Let’s take a trip back in time to see where the website started, and where it is today!
Emails + CRM Implementation
After going to market, Akadeum began to create quite a buzz in the cell separation space. People were interested in learning more about their technology and as a result, Akaduem’s contact database began to grow.
Akadeum needed a sophisticated solution that would allow them to track, organize, communicate, and sell to their contacts. Their needs included:
Contact relationship management (CRM)
Transparent reporting to better understand customer journey and marketing ROI
Landing page generation
Custom reporting dashboard to measure marketing and sales performance
After listening to Akadeum’s needs, our team recommended HubSpot Marketing Pro and Sales Pro. As a HubSpot-certified agency, Metric Marketing is able to both onboard and manage all HubSpot services.
In just over a year, Akadeum creatively built their contact database from 100 to over 15,000
….and as a very niche product, this type of growth is worth celebrating!
Advertising is important for any business, but when you create a new technology like Akadeum did, it’s arguably even more important.
In the early years of the relationship, Metric was tasked with reaching Akadeum’s niche market in a cost effective way. So we started where we always start – with buyer persona development and a paid ads strategy. After working collaboratively with Akadeum on the strategy and getting approval, we launched highly targeted campaigns across multiple platforms including Google AdWords, Google Display, LinkedIn, and Facebook.
These campaigns were critical in the early stages of the company. Over the years they’ve become more robust and efficient, and these channels continue to be a key part of the marketing mix 4 years later.
Creation In addition to paid advertising, Akadeum needed more ways to be found online.. There was already a healthy amount of search volume for keywords they wanted to show up for, like “cell separation”. Now, it was Metric’s job to help them rank organically for these terms.
Enter, content strategy. This content strategy was aimed at building up Akadeum’s expertise, authority, and trustworthiness in the cell separation space. The Metric team drafted long-form, informative content about cell separation and how Akadeum’s microbubble technology can act as a viable alternative to traditional methods.
In preparation for content creation, Metric Marketing performed in-depth keyword and competitor research and asked Akadeum to provide information for topics that would showcase their expertise in the area. We then married the SEO aspect of the content with the way Akadeum wanted to present their brand, technology, and products. From there, we laid all of the necessary SEO foundations into a content outline, including keywords to target, headings to include, and word count.
Below is an example of a content outline. Keywords are prioritized based on Akadeum’s goals, search intent, and search volume.
Search engine optimizations
As a result of this work, Akadeum now ranks in first position on Google with a featured snippet for “cell separation,” solidifying them as an expert and authority on the topic. Once Akadeum’s expertise, authority, and trustworthiness was established for Cell Separation, we began building out content in areas where their cell separation technology can be meaningfully applied. Below are the results.
Akadeum ranks first for “cell separation,” “Protein therapy,” “Red blood cell depletion,” and “Naive cells”
Once Akadeum’s expertise, authority, and trustworthiness was established for Cell Separation, we began building out content in areas where their cell separation technology can be meaningfully applied. Below are the results.
The Results: Traffic
In 2020 alone, organic traffic increased 132% YoY. While Akadeum’s organic presence has skyrocketed, Akadeum’s traffic changes are not solely due to SEO. Highly targeted paid search and paid social campaigns also play a huge role, driving over 60% of Akadeum’s monthly traffic.
The Results: Inbound Leads
By working closely with the Akadeum team, we’ve been able to find creative ways to get in front of their niche buyer personas and generate qualified leads to their business development team. From 2019 to 2020, Akadeum saw a 31% increase in their qualified inbound leads.
The Results: Sales
Akadeum has two sales channels: HubSpot (via custom quote generation) and their website (via ecommerce functionality). Looking at ecommerce sales alone, Akadeum continues to see YoY growth. From 2019 to 2020 sales increased by 27%. So far 2021 is on track to nearly double (91%) the sales of 2020!
Continued work with Akadeum
We continue to work closely with Akadeum to think creatively about where and how to source qualified leads. In the past year, we built their contact database from 0 to 10,000 contacts. Those contacts were then organized into different cohorts and buyer personas, and personalized communication plans (e.g., email workflows) were developed for each one. Combining all of these marketing efforts together lead to a huge increase in qualified leads, sales, and revenue in 2019…and it’s not slowing down anytime soon.
"I’ve been working with the team at Metric on SEO, paid search & social, and content marketing campaigns. Without a doubt, their guidance and work-product has been a major boost to our commercialization efforts. As a direct result, we have seen consistent gains in web traffic, conversions, and happy customers. Having worked with other firms in the past, it’s obvious that Metric excels at leveraging modern digital marketing tools in the most capital-efficient way"