Long form
Long form
Training course
Training course
B2B, Content marketing, Storytelling, Ghostwriting, Thought leadership, Complex topic made simple
B2B, Content marketing, Storytelling, Ghostwriting, Thought leadership, Complex topic made simple
Goal
Goal
Get biologists in the top 100 Pharma to become Synthace marketing contacts
Get biologists in the top 100 Pharma to become Synthace marketing contacts
Content
Content
Eight-day email course teaching statistics in six minutes a day
Eight-day email course teaching statistics in six minutes a day
Impact
Impact
1000+ course subscribers, including biologists from 42 of the top 100 Pharma
1000+ course subscribers, including biologists from 42 of the top 100 Pharma
"I thought the DOE course was excellent"
Biologist
Top 100 Pharma Company
A technical topic for a skeptical audience
Synthace's target audience, biologists in the top 100 pharma, are a particularly busy and skeptical bunch. This gave me two problems to solve: one, most biologists were unwilling to part with their email; and two, they didn't have time to learn the stats needed to unlock more powerful experiments with Synthace's software.
Distilled into eight, six-minute reads
Luckily, Synthace has stats whizzes in-house so the content solution to both problems was simple. I incentivised email subscriptions with an eight-day email course, where biologists could learn the stats basics in six minutes a day from our experts.
Shared in the right places, at the right times
Pre-release, I sussed out demand by creating and distributing a course waitlist. Then when the course was ready, I gave our customers and everyone on the waitlist access one week before general release. After that, I worked with our paid agency, course authors, our employees, and their high-profile industry friends to promote across channels.
"I thought the DOE course was excellent"
Biologist
Top 100 Pharma Company
A technical topic for a skeptical audience
Synthace's target audience, biologists in the top 100 pharma, are a particularly busy and skeptical bunch. This gave me two problems to solve: one, most biologists were unwilling to part with their email; and two, they didn't have time to learn the stats needed to unlock more powerful experiments with Synthace's software.
Distilled into eight, six-minute reads
Luckily, Synthace has stats whizzes in-house so the content solution to both problems was simple. I incentivised email subscriptions with an eight-day email course, where biologists could learn the stats basics in six minutes a day from our experts.
Shared in the right places, at the right times
Pre-release, I sussed out demand by creating and distributing a course waitlist. Then when the course was ready, I gave our customers and everyone on the waitlist access one week before general release. After that, I worked with our paid agency, course authors, our employees, and their high-profile industry friends to promote across channels.
About Synthace
Synthace helps life science R&D teams design and automate powerful experiments with short, predictable timelines. Their platform empowers scientists to accelerate progress in one place, and run experiments previously thought impossible.
About Synthace
Synthace helps life science R&D teams design and automate powerful experiments with short, predictable timelines. Their platform empowers scientists to accelerate progress in one place, and run experiments previously thought impossible.
annmad97@gmail.com
I’m always up for doing good work with good people. If that’s you, let’s chat
I’m always up for doing good work with good people. If that’s you, let’s chat
annmad97@gmail.com