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Delivering End-to-End Solutions to Unify Sales & Marketing for a Global Pharmaceutical Consulting Firm

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The Pain Points:

ProductLife Group, a global pharmaceutical consulting firm headquartered in France, needed help bridging the all-too-common gap between sales and marketing. With limited internal resources and international offices, ProductLife Group needed more than a one-off service provider when selecting an agency - they needed a strategic partner who could act as an extension of their team, offering a wide range of solutions under one roof to keep things simple and easier to manage. That’s where Green Olive Marketing came in! 

As a full-service agency, we didn’t just offer one piece of the marketing mix - we delivered an integration, multi-channel approach to realign their sales and marketing efforts and drive meaningful and measurable results. 

The Solutions from Green Olive Marketing: 

  • Marketing Automation Vendor Selection: After evaluating options and drawing on our own firsthand experiences with various platforms, we recommended Adobe Marketo as the ideal platform to manage ProductLife Group’s database and support automated lead nurturing. 

  • Marketo Implementation & Lead Management Design: We built a robust lead management system, including a lead scoring model to ensure only sales-ready leads were handed off to the sales team.

  • Salesforce (SFDC) Configuration & Integration: We configured Salesforce and integrated it with Marketo to enable automated lead routing and seamless communication between departments.

  • Sales Enablement & Training: We trained the global sales team on the lead lifecycle and provided ongoing support to ensure process adoption and consistency.

  • Content Strategy & Execution: We developed strategic nurture campaigns utilizing buyer persona and buyer journey information, achieving an average click-through rate of 30% — nearly double the industry standard.

  • Social Media & Vendor Management: From managing daily social media content to maintaining key vendor relationships with Marketo, Salesforce, and Google, we handled it all.

  • Event Marketing Support: We implemented a streamlined lead capture process for trade shows, improving lead quality, speed to follow-up, and campaign attribution.

  • Global Compliance: We built and launched a GDPR compliance program to ensure responsible data handling and global regulatory alignment.

The Results:

What was once a fragmented sales and marketing operation is now a well-oiled machine, with complete alignment, improved communication, and a measurable

Performed a marketing automation vendor selection, which resulted in Marketo being the recommended system for creating lead nurturing email campaigns and managing the marketing database.

  • Developed a lead management system that included a lead scoring model to ensure sales only received leads that were ready to be contacted.

  • Configured SFDC and connected it with Marketo to automate the new lead management system.

  • Trained the sales team at ProductLife Group on the process within SFDC and provided ongoing support for questions and assistance.

  • Created the email nurture programs in Marketo and assisted in the content strategy for the campaigns.

  • Wrote the emails for the nurture campaigns and achieved consistent click-through rates of 30%, which is approximately 15% above industry average.

  • Maintained social media accounts.

  • Managed the vendor relationship with SFDC and Marketo as well as pay-per-click programs through Google.

  • Implemented a process for capturing leads at tradeshows and ensuring they enter SFDC promptly post-show.

Four years later, GOM continues to support ProductLife Group as an extension of their marketing team. The cohesiveness that was missing between sales and marketing is now at 100% with the teams working closely and communicating efficiently directly through SFDC. The benefits showed themselves quickly by positively impacting company profits.