Build the foundations of an inbound marketing strategy at diagenode to support the company's crowth.

Abstract

The life sciences industry, and especially the field of epigenetics research, is booming due to different factors, such as the high prevalence of cancer. Biotech companies are pressured to constantly innovate, by continuously investing in research and development activities, to cope with the acceleration of this industry.

This thesis has been developed with the aim of supporting the development of Diagenode in such context. Diagenode is a biotech company offering innovative products to support epigenetics research. Its success relies on its flagship product, the Bioruptor, which allows the company to grow at a double-digit rate on the instruments market. However, the company is facing a growth slowdown on the second market in which it is active: the kits and reagents market, although the growth forecasts of this market were the most promising.

This project aims at accompanying the implementation of an Inbound Marketing strategy to support the company’s double-digit growth objective on the kits and reagents market. After conducting the strategic audit of the company, which allowed to identify its source of differentiation and competitive advantage, a clear strategy, based on both the identified problem and the industry attractiveness, was formulated and developed.

The Inbound marketing strategy was then developed based on the customer journey map, which aims at identifying the channels customers use and the content they consume when interacting with the brand, and evaluate their experience along this journey. By doing so, the company could therefore deliver the right content, to the right target, through the right channel, to deliver a seamless and positive experience.

This strategy is relevant to a company willing to grow organically, as it can only rely on its own internal resources and capabilities, which should therefore be leveraged in the most optimal way. This strategy allows to optimize the marketing efforts by choosing the most relevant targets to deliver the most appealing content to. Per opposition to an Outbound strategy, which consists in spreading advertisements of various forms to reach out to the broadest audience, the impact of which is highly difficult to measure but often low, the measurement of an Inbound strategy, in terms of impact, profitability, and return on investment is facilitated, and often positive.