224% Top-of-Funnel
Lead Growth
"You've given us a platform of new leads that we wouldn't have had if not for those webinars."
– Kathy Harvey, Global Marketing Executive, InfoDesk
The Client
InfoDesk operates an enterprise SaaS platform specialising in regulatory intelligence for pharmaceutical, life sciences, insurance and manufacturing sectors.
Their clients include global organisations such as Pfizer, AstraZeneca and Danone.
The company had successfully developed its technology platform and established its sales function, but its marketing function required a strategic overhaul to support ambitious growth targets in highly specialised B2B markets.
The Challenge
Marketing to the “Unmarketable”
InfoDesk’s target market represents some of the most challenging professionals to reach in B2B marketing.
Regulatory professionals at major pharmaceutical companies are highly resistant to traditional marketing. Their work is mission-critical and their time extremely limited.
Research shows that 86% of B2B buyers purchase from vendors already on their “day one list”.
If you are not on that list before a need emerges, traditional product-led marketing rarely reaches them.
The Strategic Imperative
The challenge went beyond communication.
It was about market positioning fundamentals.
Twenty One Twelve focused on reaching buyers before they entered an active buying cycle, helping InfoDesk build credibility and recognition with an audience that rarely responds to traditional demand generation.
The Strategic Imperative
The challenge went beyond communication.
It was about market positioning fundamentals.
Twenty One Twelve focused on reaching buyers before they entered an active buying cycle, helping InfoDesk build credibility and recognition with an audience that rarely responds to traditional demand generation.
The Solution
A Buyer Journey-Focused Strategy
Twenty One Twelve implemented a buyer journey strategy focused on early-stage awareness and problem recognition.
The approach centred on three strategic pillars:
Thought Leadership Forums
Industry-specific webinars addressing genuine regulatory challenges.
Community Building
Creating trusted spaces for professional knowledge sharing.
Compelling Content
Leveraging expert insight to drive meaningful conversations across channels.
Strategic Insights for Enterprise SaaS
The InfoDesk transformation highlighted several principles for marketing to sophisticated B2B audiences:
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Focus on buyer journey stages rather than traditional funnel thinking
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Invest early in awareness and problem recognition
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Develop domain expertise to communicate authentically with technical audiences
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Prioritise trust and credibility over immediate conversions
The Results
Following a strategic reset in March 2025, the results exceeded expectations.
224% Top-of-Funnel
Lead Growth
Additional outcomes included:
70% growth in marketing qualified leads
Regular forums attended by 200+ regulatory professionals
As Kathy Harvey explains:
"We've seen that Top of Funnel lead growth, grew by 224% and our MQLs have grown by 70%. So it's been everything that you would hope to gain during that early awareness."
– Kathy Harvey, Global Marketing Executive, InfoDesk
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