InfoDesk partnered with Twenty One Twelve to reach senior pharmaceutical and life sciences professionals through a buyer-journey-led strategy. By focusing on awareness, thought leadership and community building, they achieved 224% top-of-funnel lead growth and a 70% increase in MQLs—transforming their marketing into a scalable, trust-based growth engine.
Scaling Success: How Strategic Marketing Delivered 224% Lead Growth for InfoDesk
“You’ve given us a platform of new leads that we wouldn’t have had if not for those webinars.”
Kathy Harvey, Sales Director, InfoDesk
The Challenge: Marketing to the “Unmarketable”
InfoDesk, a leading enterprise SaaS provider in regulatory and competitive intelligence, reached a pivotal moment as it transitioned from start-up to scale-up.
Despite strong relationships with global clients including Pfizer, AstraZeneca and Danone, the company needed a marketing strategy capable of engaging senior regulatory professionals in the pharmaceutical and life sciences sectors — a notoriously difficult audience to reach.
As Kathy Harvey explains:
“Everything is all about rapid growth in terms of revenue… but our marketing needed a complete strategic overhaul.”
The Strategic Imperative
These professionals are among the most challenging prospects in B2B marketing. They work under immense pressure on life-saving projects and are often resistant to conventional outreach.
As Henry McIntosh, Managing Director at Twenty One Twelve Marketing, notes:
“If you’re not on their ‘day one list’ – the three companies they naturally remember when they recognise a problem – you’ve already lost the conversation.”
The Solution: A Buyer Journey-Focused Strategy
Twenty One Twelve developed a Day One List methodology – a strategy that focused on awareness and trust rather than direct sales messaging.
Strategic Implementation
- Thought Leadership Forums – Industry-specific webinars addressing genuine market challenges with expert insight.
- Community Building – Nurture sequences and email campaigns designed to encourage peer knowledge sharing.
- Compelling Content – Interview-style videos and repurposed forum clips providing ongoing engagement across multiple channels.
“Awareness means building trust and credibility by not having sales conversations – talking about problems, not products.”
Henry McIntosh, Managing Director at Twenty One Twelve Marketing
The Results: 224% Lead Growth and 70% More MQLs
Following a strategic reset in March 2025, the results exceeded expectations:
- 224% increase in top-of-funnel leads
- 70% growth in Marketing Qualified Leads (MQLs)
- 200+ regulatory professionals attending virtual forums
- Stronger organisational engagement, with entire teams joining sessions
“Our MQLs have grown by 70%. It’s everything you’d hope to gain from early awareness.”
Kathy Harvey, Sales Director, InfoDesk
Why This Partnership Worked
1. Domain Expertise Development
Twenty One Twelve rapidly developed deep pharmaceutical and life sciences knowledge, allowing for authentic and credible communication with senior professionals.
2. Content Excellence
“The copywriting skill set is incredibly strong. One webinar turns into eight pieces of content we can reuse for months.”
Kathy Harvey, Sales Director, InfoDesk
3. Strategic Patience
Recognising that enterprise sales cycles can take 6–12 months, Twenty One Twelve focused on consistent, long-term awareness rather than short-term conversion.
4. Respectful Market Approach
The team understood that these professionals work on mission-critical projects. Every communication was crafted with respect for their expertise and priorities.
From Paid Tactics to Strategic Partnership
When Twenty One Twelve first partnered with InfoDesk, the company relied heavily on LinkedIn Ads and Google Ads, which were underperforming in their complex market.
The move to a strategic partnership model, centred on thought leadership and authentic community engagement, proved transformational.
“It was immediately apparent you’d acquired deep domain knowledge. You were talking our language from the first meeting.”
Kathy Harvey, Sales Director, InfoDesk
Key Takeaways for Enterprise SaaS Marketers
- Prioritise buyer journey awareness over conversion.
- Develop domain expertise to speak credibly to technical audiences.
- Build communities, not campaigns.
- Repurpose content to extend impact.
- Treat professionals as partners, not prospects.
The Twenty One Twelve Difference
Complex B2B markets require marketing that respects expertise and builds trust over time. InfoDesk’s 224% growth shows what’s possible when thoughtful strategy, domain understanding and authentic communication align.
When traditional tactics fail, patiently created thought leadership and community-driven engagement can deliver results that last.
Facing similar B2B marketing challenges?