Through a six-year fractional marketing partnership, Marketri builds and rebuilds a specialized engineering firm's marketing foundation as its business transforms.
Background & Goals
A life sciences engineering firm with no marketing foundation to build on
A specialized engineering firm serving the life sciences industry came to Marketri in 2020 relying almost entirely on conference attendance to generate leads, with diminishing returns and no content strategy behind it. Marketing consisted of small, disconnected efforts rather than a coordinated plan: a limited contact list, a thin social media presence, and no consistent way to reach its target market, despite having a strong, niche service offering. It needed a full-funnel marketing strategy and the infrastructure to support it.
What the client needed most was a partner who could bring strategy, execution, and measurement together, deep enough life sciences fluency to speak the language, a team with the expertise to execute across channels, and the discipline to track results and continuously optimize. The engagement was led by a fractional CMO with direct life sciences industry experience, including hands-on clean room and QA/regulatory background, giving the client a strategic partner who understood their world from day one, backed by a full team equipped to execute and sharpen the approach over time.
The Approach
Building the foundation first, then holding steady through change
Marketri's first priority was getting the right expertise in place, then building the foundation the client didn't yet have.
In late 2024, the client's parent organization acquired the business, bringing in new stakeholders and a reduced marketing budget. Rather than pause the relationship, Marketri adjusted. Leading into the acquisition, paid campaign spend shifted away from lead generation entirely, and Marketri redirected budget through 2024 toward lower-cost follower growth and content engagement, a deliberate hold that kept the client visible and consistent while the business absorbed a change in ownership.
Once the acquisition settled and the new leadership team was in place, Marketri restarted lead generation in 2025 at a stronger pace than before, while also integrating the parent company's brand messaging and refreshed logo across the client's website and social creative. That same year, Marketri began tracking AI search as a distinct traffic source and found it made up roughly 5% of organic site traffic, a small share that still reinforces the case for sustained thought leadership as research behavior continues to shift.
That continued focus on the client's own team and goals, even as the business around them changed, is what carried the partnership into its strongest stretch of results yet.
Taking a Strategic Approach
An evolving playbook built for a six-year partnership
Over six years, the program expanded from a single go-to-market plan into a full-funnel system, adapting as the client's team, budget, and ownership changed.
GTM Strategy & Brand Positioning
Marketri's first six months were spent building a go-to-market strategy and plan for the client, clarifying its value proposition and ideal customer profile, and enhancing brand messaging in a way that would resonate with its target audience, led by Marketri's fractional CMO, whose direct life sciences experience shaped the positioning from day one.
COVID-Era PR Placements
With the client working alongside many of the companies producing the COVID-19 vaccine, Marketri capitalized on the moment with a targeted PR push, earning placements on The Today Show, The Wall Street Journal, and USA Today.
HubSpot Implementation
Marketri implemented HubSpot as the client's marketing automation platform and CRM, replacing an ad hoc contact list with a structured system.
Website Relaunch
The team redesigned the client's website for a modern look and improved user experience, laying the groundwork for lead capture and content distribution.
Full-Funnel Strategy
With the technical foundation in place, Marketri built a marketing strategy spanning social media, website, and email, supported by KPIs tracked monthly, quarterly, and annually.
LinkedIn Audience Refinement
Drawing on the CMO's life sciences background, the team refined LinkedIn targeting to reach the right titles and roles, using organic strategy and paid ads without reading as generic advertising to a technical audience.
Mega Campaign Model
Marketri developed an omnichannel content approach, nicknamed the "mega campaign," that transforms one core piece of technical content into a coordinated set of formats, video, infographic, articles, and emails, so the client's audience encounters the same high-value insight in whatever format they engage with most.
Thought Leadership as a Durable Asset
As the mega campaign model matured, Marketri shifted content from one-off assets to a structured thought leadership program, positioning subject matter experts as the credible voice on technical, regulatory, and operational topics specific to their niche, work that earns attention independent of paid spend.
The Results
Six years of revenue growth through constant change
$30.4M
in closed-won revenue since 2021, with year-over-year growth accelerating.
The client's marketing-supported pipeline has translated into sustained revenue growth over six years, growing through a change in ownership, a shift in CRM systems, and an evolving strategy that prioritized long-term relationship building over short-term lead volume.
$40.7M+
Total deal value generated since 2021
61.2%
Close rate — 536 of 876 total deals won, 2021–July 2026
$6.39M
Closed April–July 2026 alone — more than the entirety of 2025
Marketri's been with us through a lot, an acquisition, a shift in how we track our pipeline, changes in strategy. What's stayed consistent is the quality of the work and how well they understand this industry. We've had record pipeline and record sales, and a lot of that traces back to the marketing foundation they built with us.
President, Life Sciences Engineering Firm
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