Marketing Campaign and Trade Show

Beckman Coulter Life Sciences | Synthetic Biology Campaign

🤔 BACKGROUND
Synthetic biology is a rapidly growing market with a projected 19–28% CAGR and potential $2–4 trillion annual impact by 2030–2040. Beckman Coulter Life Sciences (BECLS) recognized that while customers loved their products, sales teams struggled to connect them to complete workflows.
• Sales teams were confident in product discussions but hesitant to explain workflow integration.
• Customers demanded precision, reproducibility, and sustainability across complex workflows.
• Messaging was fragmented, making it difficult to articulate BECLS’s role in the broader synbio ecosystem.

🥅 OBJECTIVES
• Shift focus of BECLS products and services to one of integrated workflows across internal departments, providing an integrated solution for customers doing synthetic biology research.
• Position BECLS as a leader in the growing synbio space with a multitude of product and service solutions for customers on their buyer’s journey.

💡 STRATEGY
BECLS launched a Synthetic Biology Workflow Campaign to reposition itself as a workflow partner:
• Messaging: Efficiency, sustainability, reproducibility.
• Channels: Digital-first (SEO, PPC, landing pages, infographics, brochures, videos, reels, nurture emails) plus trade shows, webinars, and user group meetings.
• Proof Points: Faster gene assembly, automated plasmid prep, high-quality sequencing, parallel microbial growth insights, bespoke automation, scalable workflows.
• Budget Highlights: Synbiobeta ($120K), SEED ($75K), iGEM ($75K), webinars ($15K each), UGMs ($5K each).
• Content Needs: Heavy focus on TOFU/MOFU content (infographics, reels, nurture emails, case studies).

🏆 RESULTS
• Stronger resonance with workflow storytelling.
• Improved sales confidence in workflow discussions.
• Established BECLS as a workflow partner rather than just a product vendor. Campaign visibility: 4,174 global email consents,18,000 LinkedIn prospects, $18M in funnel, $4M in wins in 12 months.

By reframing its offering around workflow integration, BECLS aligned with customer priorities — efficiency, reproducibility, and sustainability — and positioned itself as a trusted partner in the bio revolution.

👩 MY ROLE
I led the campaign from the Automation & Genomics business and co-led with my counterpart from the Biomanufacturing business, with input from regional marketing, product management, scientists and commercial team members. I partnered with Select Science as our primary media outlet. We won the Select Science Innovation Campaign of the Year 2023 award.