From Scientific Stall to Commercial Scale-Up

The Challenge

By mid-2024, Isogenica knew its science was strong, but the commercial side was not keeping pace. There was no consistent lead generation, sales were reactive, and marketing was almost non-existent. Growth had stalled.

On the back of a personal recommendation, The Marketing Centre was brought in. Stephen Rumbelow, a Fractional CMO, was appointed to design and execute a marketing strategy that would deliver visibility, qualified demand and real pipeline traction without adding pressure to the R&D team.

The Solution

The challenge was not capability, it was communication. Isogenica had exceptional science and a credible track record, but none of that was landing commercially.

So we took a clear, focused approach: target the right people, tell the right story, and create a clear path from interest to enquiry.

That meant three core shifts:

1. Clarify the message – Move away from platform language and lead with what buyers care about: speed, flexibility, and partnership grounded in science.
2. Focus on decision-makers – Scientific leaders in US biotech (R&D Directors, Heads of Discovery) are the ones who evaluate, recommend and choose partners. They became the centre of all our efforts.
3. Use content to guide decisions – Every piece of content was purposeful: a white paper to explain relevance, a landing page to convert, a post to provoke action. No noise, just momentum.

Everything was rooted in one principle: great science, clearly communicated, to the right people, through the right channels.

Who We Targeted and Why It Worked

The entire strategy was designed around scientific decision-makers in US biotech. These are the people who assess discovery partners, lead evaluations, and make or strongly influence the final decision.

CEOs and VCs may hold the purse strings, but they rarely override the scientific recommendation. That is why all messaging, content and targeting was built to resonate with the needs, pressures and language of senior scientists.

From Leads to Pipeline

Early campaign activity began generating leads. But without structure, follow-up was patchy and hard to track.

Zoho CRM was already in place, but it was not being used effectively. We introduced a clear handover process between marketing and sales, ensuring every marketing-qualified lead (MQL) was tracked, followed up, and progressed to sales-qualified (SQL) stage.

We also supported the recruitment of a sales-oriented Director of Business Development with additional experience in Marketing, giving the business full ownership of the pipeline and creating a feedback loop between sales and marketing to continually improve targeting and lead quality.

This created a joined-up, scalable approach to demand generation and conversion.

Turning Content into Commercial Momentum

At the heart of the plan was a high-quality content engine that moved prospects from awareness to action.

Working with Magma Science, a PhD-led scientific marketing agency with the proposition “We turn science into sales”, we delivered a stream of content assets designed to build trust and drive enquiry.

These included:

• Application-led white papers, landing pages and CRO-targeted explainers
• SEO-optimised content and explainer animations for discoverability
• Thought leadership blogs that addressed scientific pain points

On LinkedIn, Magma replaced passive updates with scrollable carousels, short-form videos and scientist-focused storytelling. They launched Google Ads campaigns and improved SEO to ensure discoverability and conversion at key moments in the buyer journey.

The Takeaway

Isogenica did not need reinvention. It needed a smart, commercially focused marketing strategy rooted in what made its science valuable to others, and a way to communicate that with confidence and clarity.

Now, it has a marketing and sales engine that reflects its scientific integrity and a commercial pipeline to match.

Built for scientists. Powered by results.

The Results

By August 2025, twelve months into execution, Isogenica had transformed its commercial performance: