Case Study
"You've given us a platform of new leads that we wouldn't have had if not for those webinars."
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- Kathy Harvey, Sales Director at InfoDesk
The Client
InfoDesk operates an enterprise SaaS platform specialising in regulatory intelligence and competitive intelligence for pharmaceutical, life sciences, insurance and manufacturing sectors. Having built strong relationships with industry leaders, InfoDesk's impressive client roster includes household names such as Pfizer, AstraZeneca, and Danozne.
InfoDesk's target market consists of senior regulatory professionals at leading, global pharmaceutical companies with complex decision-making processes and 6+ month enterprise sales cycles. As Marketing Director Kathy Harvey explains, InfoDesk had been "going through quite an evolution as it's been evolving from more of a startup into a scale-up organisation. So everything is all about rapid growth in terms of revenue."
The company had successfully developed their technology platform and established its sales function, but the marketing function required a strategic overhaul to support ambitious growth targets in highly specialised B2B markets.
Scaling Success:
How Strategic Marketing Delivered 224% Lead Growth for InfoDesk
InfoDesk approached a critical turning point as it evolved into a scale-up organisation.
With a proven enterprise SaaS platform serving pharmaceutical and life sciences markets, they needed a marketing strategy that could penetrate highly sophisticated, hard-to-reach audiences.
Twenty One Twelve's focus on the buyer's journey delivered remarkable results: 224% top-of-funnel growth and 70% MQL increase through strategic thought leadership and community building.
From Paid Tactics to Strategic Partnership.
When Twenty One Twelve first began working with InfoDesk, the company was heavily reliant on traditional paid marketing tactics such as LinkedIn Ads and Google Ads, which were producing minimal results in their complex pharmaceutical market.
The challenge of reaching senior regulatory professionals through conventional digital advertising had become evident, requiring a fundamental shift in approach. Six months into our engagement, Kathy Harvey joined InfoDesk as Marketing Director and faced a critical decision: change suppliers or continue the existing partnership. Despite having complete freedom to start fresh, she chose to continue with Twenty One Twelve.
Why Twenty One Twelve Remained the Partner of Choice
Kathy's decision to continue the partnership was driven by three key factors: Twenty One Twelve’s rapid acquisition of pharmaceutical domain knowledge, strong satisfaction with their commercial team and the strategic potential she saw in the early forum initiatives.
"It was immediately apparent that you guys had acquired a great deal of domain knowledge... if you don't know pharmaceuticals, if you don't know life science businesses, it's a whole new language... and you guys really were talking it fluently from the very first meeting."
Rather than disrupting what was working well, she chose to build upon our forum and webinar initiatives, recognising their potential to scale InfoDesk's community-building efforts and move away from the ineffective paid advertising approach.
The Challenge:
Marketing to the "Unmarketable"
Complex Audience Dynamics.
InfoDesk's target market represents some of the most challenging prospects in B2B marketing. These senior regulatory professionals at major pharmaceutical companies are highly resistant to traditional product messaging, constantly inundated with cold outreach, and working under enormous pressure on life-saving initiatives.
As Kathy observes: "What their work delivers is saving lives and making the world ultimately a better place. It's incredible... I have so much respect for these professionals and what they're trying to achieve and deliver."
The Strategic Imperative.
The challenge goes beyond respectful communication - it's about market positioning fundamentals. Research demonstrates that 86% of B2B buyers purchase from vendors on their "day one list", essentially the three companies they naturally remember when they recognise they have a problem and start looking for solutions.
As Henry McIntosh, Managing Director of Twenty One Twelve Marketing, explains: "If you're not on that remembered list of vendors, you haven't got a hope in hell basically of being able to affect the conversation going forward... if you go straight into just talking about product, you basically can only affect about 14% of your marketplace."
The Solution:
Buyer Journey-Focused Strategy
Our "Day One List" Methodology
Twenty One Twelve implemented a comprehensive buyer journey strategy that prioritised early-stage awareness and problem recognition over immediate product promotion.
"Awareness, building trust and credibility by not having sales conversations and talking products, but talking about the problems the market has and establishing trustworthy hints and tips and advice that really helps them solve those problems."
- Henry McIntosh
Strategic Implementation:
1. Thought Leadership Forums:
Industry-specific webinars addressing genuine market challenges with leading experts.
2. Community
Building:
Creating trusted spaces for professional knowledge sharing through email drip campaigns.
3. Compelling
Content:
Leveraging interview-style videos with members of the team, and forum clips to use as ongoing touchpoints across multiple channels.
Key Tactical Execution
The forums became the cornerstone of the strategy. These weren't sales presentations disguised as education; they were genuine value-creation exercises that built community and trust.
The Results: 224% Growth Achievement
Quantifiable Impact
Following a strategic reset in March 2025, the results exceeded expectations:
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Top-of-funnel lead growth: 224% increase
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Marketing Qualified Leads (MQLs): 70% growth
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Forum attendance: 200+ regulatory affairs professionals at virtual forums
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Community development: Teams attending together, indicating organisational buy-in
Kathy Harvey reflects on the transformation: "We've seen that Top of Funnel lead growth grow by 224% and our MQLs have grown by 70%. So it's been everything that you would hope to gain from that early awareness."
The Partnership Philosophy
Why This Collaboration Succeeded
The InfoDesk partnership demonstrates Twenty One Twelve's core strengths in complex B2B environments:
1. Domain Expertise Development
Twenty One Twelve’s ability to rapidly acquire and fluently communicate highly technical pharmaceutical and life sciences terminology enabled authentic engagement with senior professionals who can immediately detect inauthentic communications.
2. Content Excellence
"The copywriting skill set is so incredibly strong. So your ability to write something, but then turn it into eight different versions and repurpose it... You run one webinar and we're still running social media and nurturing emails going out that can still be reused and provide value to the recipients."
- Kathy Harvey
3. Strategic Patiencet
Understanding that enterprise sales cycles require long-term thinking, with daily marketing activities directly impacting revenue 12+ months in the future.
4. Respectful Market Approach
Recognising that these professionals work on mission-critical initiatives requires communications that respect their expertise rather than treating them as conversion targets.
Strategic Insights for Enterprise SaaS
For Complex B2B Markets.
The InfoDesk transformation demonstrates several crucial principles for marketing to sophisticated audiences:
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Focus on buyer journey stages rather than traditional funnel thinking.
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Invest heavily in early-stage awareness and problem recognition rather than immediate conversion tactics.
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Develop genuine domain expertise to communicate authentically with technical audiences.
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Most importantly, create community rather than chase immediate conversions.
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As demonstrated by teams attending forums together, building trust and providing genuine value creates sustainable competitive advantages that transcend individual sales cycles.
Market-Specific Learnings.
Pharmaceutical audiences respond strongly to peer learning opportunities and community building. Content repurposing multiplies event investment returns significantly - single webinars can fuel months of ongoing nurture campaigns. Thought leadership positioning consistently outperforms product-focused messaging in technical markets.
The Twenty One Twelve Difference...
"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, Sales Director at InfoDesk
