PROJECT

inThought Labs — Nurturing Campaign & Content Program

Marketing & Growth · Life Sciences
THE CHALLENGE

Interest without a next step

inThought Labs had no shortage of interest. Prospects met the team at conferences, exchanged business cards and heard about inVision through word of mouth. But the only next step on the website was “Book a Demo”, a commitment that not everyone was ready to make. Many prospects were interested but not ready to buy, potentially because they were waiting on next year’s budget. Once a conference ended, there was no simple way to stay in touch with these potential customers. We helped inThought Labs define a nurturing strategy. Then we built the emails, content and workshop that give prospects an easier way to keep learning and stay engaged.
CLIENT
inThought Labs
INDUSTRY
Life Sciences
SERVICES
Digital Strategy, Lead Nurturing, Email Marketing Automation, Content Strategy & Writing
TECHNOLOGY
ActiveCampaign, WordPress
inThought Labs website displayed on desktop, tablet and phone
THE SOLUTION

A nurturing program that leads with value

inThought Labs knew they needed to stay connected with prospects but weren’t sure what that should look like, so we started with strategy. We mapped out nurture flows and showed how to build trust by offering value before asking for a commitment. Our research into Medical Science Liaisons (MSLs), the program’s core audience, pointed to two topics they care about most: conference coverage and using AI well in their role. Those findings shaped everything we built:
  • An eight-email nurture sequence, automated in ActiveCampaign
  • Articles that help MSLs with real challenges in their work and show how inVision fits naturally
  • An "AI for MSLs" workshop, offered as an educational, no-pressure next step
  • Regular feature spotlight articles that keep users and prospects up to date with the latest features being rolled out on the platform
THE IMPACT

A clear path from interest to engagement

inThought Labs now has a working nurture funnel, something they didn’t have before, and the team is actively adding new leads to it. Prospects no longer have to choose between booking a full demo and doing nothing. They can keep learning on their own schedule, and inThought Labs stays connected with them until the timing is right.

Warm Leads Stay Engaged

A steady way to stay in touch with prospects between conferences and budget cycles.

A Lower-Commitment Next Step

An educational workshop that offers real value before any sales conversation.

A Refreshed Website

New, relevant articles on a site that used to have only a few dated white papers.
KEY FEATURES
  • Nurture strategy and funnel mapping
  • Audience research focused on MSLs
  • Automated eight-email sequence in ActiveCampaign
  • Several ways into the funnel, from the website to conference follow-ups
  • Article series built around MSL challenges
  • "AI for MSLs" educational workshop
The new nurturing program gives inThought Labs a way to build relationships over time and offer prospects something useful at every stage. When they’re ready to talk, inThought Labs is already a name they trust.
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