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Lead generation via growth marketing

Find out more about how to generate qualified leads with tailored experiments.

Materialise incorporates more than 30 years of 3D printing experience into a range of software solutions and 3D printing services for medical and manufacturing purposes.

Within the market of Transcatheter Mitral Valve Replacements, Materialise had developed a unique solution called ‘Materialise Mimics Enlight’. It consists out of a niche solution targeted at heart specialists in the US and in EU. In order to create a successful go-to-market, Materialise reached out to Upthrust.

The Challenge

The challenge was threefold:
  1. Find an efficient way to get the message about the new technology in front of key decision-makers in the market.
  2. Create interest and nurture interested prospects into qualified leads for Materialise.
  3. Solve the capability / capacity gap and transfer knowledge to the current team for future similar campaigns.

Our Approach

Our approach consisted of the following steps:
  1. Quick analysis

    Segmentation: define key target markets and segments and translate them into ideal customer profiles and Persona Templates.
  2. Ideate & prioritize

    Map the decision journey (needs, potential barriers within the funnel) for each Persona. This resulted in a longlist of growth tactics.
  3. Test preparation

    We prioritized the longlist of ideas and translated them into experiment sheets.
    We created and configured the assets to get the experiments up and running.
  4. Killing/Scaling rounds

    We launched the experiments and evaluated each of them on a continuous basis and killed / scaled campaigns week by week.
    We continuously monitored and optimized our campaigns.
  5. Report

    We developed a manual with the approach, results and best practices.

The Outcome

  1. We launched 18 experiments + different variants per experiment and tested as much as possible via high tempo testing. Each of the experiments was tailored to the peculiarities of the markets (US/EU).
  2. In a period of 8 weeks, we captured 21 qualified leads, all resulting from different experiments.
  3. The speed of campaign set-up and experimentation opened eyes within the company and create a shift in mindset on what is possible.
  4. A complete handover was organized, both on campaign level (assets) as well as on knowledge.