What Did We Do?
- Scientific Illustration
- Marketing Automation
- Copywriting
- Website Development
- Social Media Marketing
- Search Engine Optimization
- Content Marketing
- Graphic Design
- Paid Search/Social Advertising
- CRM Implementation
- Event Promotion
Brand Guide
We first identified Akadeum’s buyer personas and pain points. This allowed us to explore how Akadeum could provide solutions and stand out to their audience. Our design team then created a brand guide to establish Akadeum’s personality, voice, and style for their marketing materials.
Website Design
Next up was designing and building a brand new website. The goal was to make it just as functional as it was beautiful, because what’s the point in designing a masterpiece if no one sees it? This website is more than a pretty face—it also has some serious SEO power. Additionally, the site supports Akadeum’s sales efforts with ecommerce functionality and a HubSpot integration. This allows their sales team to manage the sales cycle with complete visibility into contact and deal records.
Metric has helped us recognize significant incremental revenue and concurrently carve out real estate in the minds of customers who previously did not know we existed and why they should care. SEO is paramount in expanding market share, trading on one’s value, and gaining ubiquitous exposure.
Ken G.
Akadeum Vice President, Commercial
Emails + CRM Implementation
After going to market, Akadeum began to create quite a buzz in the cell separation space. People were interested in learning more about their technology and, as a result, Akaduem’s contact database began to grow.
Akadeum needed a sophisticated solution that would allow them to track, organize, communicate, and sell to their contacts. Their needs included:
- Contact relationship management (CRM)
- Landing page generation
- Email generation
- Sales enablement
- Transparent reporting to better understand customer journey & marketing ROI
After listening to Akadeum’s needs, our team recommended HubSpot Marketing Pro and Sales Pro. As a HubSpot-certified agency, Metric Marketing was able to both onboard and manage all HubSpot services.
In Just Over a Year, Akadeum Creatively Built
Their Contact Database From 100 to Over 15,000
….and as a very niche product, this type of growth is worth celebrating!
Deal Dashboard
A deals dashboard provides visibility for the sales team and leadership
Contact Lists
Contact lists were created to better organize the 15k contacts
Emails
Custom marketing and sales emails were created to keep leads engaged and ultimately convert them to customers
Paid Advertising
Advertising is important for any business, but when you create a new technology like Akadeum did, it can be a fantastic way to help you drive traffic while you build your online reputation.
In the early years of the relationship, Metric was tasked with reaching Akadeum’s niche market in a cost effective way. So we started with buyer persona development and a paid ads strategy. After working collaboratively with Akadeum on the strategy and getting approval, we launched highly targeted campaigns across multiple platforms including Google Ads, Google Display, LinkedIn, and Facebook.
These campaigns were critical in the early stages of the company. Over the years they’ve become more robust and efficient, and these channels continue to be a key part of the marketing mix years later.
SEO & Content
In addition to paid advertising, Akadeum needed more ways to be found online. There was already a healthy amount of search volume for keywords they wanted to show up for, like “cell isolation.” We also developed strategies to rank above competitors for the name of their own products and methods, such as “fluorescence activated cell sorting.” Now, it was Metric’s job to help them rank organically for these terms.
Enter, content strategy. This content strategy was aimed at building up Akadeum’s experience, expertise, authority, and trustworthiness in the cell separation space. The Metric team drafted long-form, informative content about cell separation and how Akadeum’s microbubble technology can act as a viable alternative to traditional methods.
In preparation for content creation, Metric Marketing performed in-depth keyword and competitor research and asked Akadeum to provide information for topics that would showcase their expertise in the area. We then married brand, technology, and products. From there, we laid all of the necessary SEO foundations into a content outline, including target keywords, headings, and word count.
The Results
From 2019 to 2020, sales increased by 27% – and nearly doubled by 2021.
- 2020 vs. 2019: 131% increase in traffic
- 2021 vs. 2020: 731% increase in organic traffic
- 2022 vs. 2021: 99% increase in organic traffic
From 2019 to 2020, Sales Increased by 27%—and Nearly Doubled by 2021
Because Akadeum was ranking high for such specific keywords, the number of qualified leads to their website dramatically increased, meaning a significant percentage of the people landing on the Akadeum site were there to make a purchase.
Akadeum ranking first for “cell separation,” “protein therapy,” “red blood cell depletion,” and “naive cells”
Once Akadeum’s expertise, authority, and trustworthiness were established for Cell Separation, the robust content strategy focused on cell separation technology started to result in a major increase of organic traffic. In 2020 alone, organic traffic increased 132% YoY.
While Akadeum’s organic presence has skyrocketed, Akadeum’s traffic changes are not solely due to SEO. Highly targeted paid search and paid social campaigns also play a huge role, driving over 60% of Akadeum’s monthly traffic.
Akadeum has two sales channels: HubSpot (via custom quote generation) and their website (via ecommerce functionality). Looking at ecommerce sales alone, Akadeum continues to see YoY growth. Sales increased by 27% from 2019 to 2020 and nearly doubled in 2021.
Continued Work With Akadeum
We continue to work closely with Akadeum to think creatively about where and how to source qualified leads. Some major projects for Akadeum have included building out their contact database from 0 to 10,000 contacts (in only one year), launching new products, and creating a strategy for contacts to be organized into different cohorts and buyer personas and creating personalized communication plans (e.g., email workflows). Combining all of these marketing efforts together have lead to a huge increase in qualified leads, sales, and revenue in previous years… and it’s not slowing down anytime soon.
“Increased revenue and enhanced mindshare are the direct results of our SEO initiative with Metric Marketing. Metric helped us realize these critical outcomes with our key products. This realization enabled us to recognize significant incremental revenue and concurrently carved out real estate in new markets, making us visible to customers who previously did not know we existed. In the current market, SEO Optimization is paramount in expanding marketshare, trading on one’s value, and gaining ubiquitous exposure.”
Ken Gordon, Vice President of Commercial
Ready to Get Started?
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