Pharmaceutical Lead Generation: Driving Global Growth for a Leading CMO

Our client is a global pharmaceutical contract manufacturing organisation (CMO) with multiple divisions covering the entire drug development lifecycle. Valued at $656 million, they have assets across North America, Europe, and Asia and are one of the few MHRA supersites. Their operations span from early-stage API and pre-formulation clinical trials (Phases I to IV) through to manufacturing, packaging, and distribution.

Operating in a highly specialised and finite marketplace, our client had traditionally relied on long-standing industry relationships for new business. They were cautious about proactive outreach due to the complexity of decision-making units and the extended sales cycles in pharmaceutical manufacturing. This led to initial scepticism about whether external support could successfully identify and engage the right decision-makers while understanding their niche offerings.

Our Approach: Targeted Lead Generation Strategy

Given the highly specialised nature of the sector, existing market data was limited. We began by building a tailored prospect database and enhancing internal datasets to map key influencers and decision-makers. Our initial focus was on formulation development prospecting, targeting medium to large biotech companies across the EU and the US. To accommodate different time zones, we carefully scheduled international outreach.

Understanding the complexities of the drug development cycle was critical. In many cases, discovery and developmental activities are structured under separate business models and functions. To navigate this, we thoroughly analysed each prospect’s organisational structure to pinpoint where projects originated and how they were managed.

Our team then qualified potential opportunities and secured high-value appointments for the client’s business development team. Key stakeholders included Clinical Trials Managers, QA Managers, Heads of Procurement/Outsourcing, and R&D Managers. Given the sensitive nature of pharmaceutical sales, a soft-sell approach was adopted to nurture long-term relationships. Additionally, we gathered valuable insights into infrastructure, procurement cycles, and buying frameworks to inform future sales efforts.

Results: Measurable Sales Impact

As our relationship with the client developed, we gained an in-depth understanding of their organisation, processes, and market positioning. Recognising the long sales cycle, we prioritised relationship-building, successfully progressing 78% of decision-makers spoken to along the sales pipeline.

By implementing key account mapping techniques, we expanded the client’s target market, increasing their ability to uncover new, relevant opportunities. The structured approach also enabled the creation of a high-quality contact database, facilitating regular email marketing campaigns. Our team designed and delivered engaging, targeted content to further enhance their overall marketing strategy. Recognising the long sales cycle, we prioritised relationship-building, successfully progressing 78% of decision-makers spoken to along the sales pipeline.

Through a combination of precise data enhancement, strategic outreach, and relationship-driven engagement, we helped position our client for sustained growth in a competitive and highly regulated industry.

Partner with Blueberry for Targeted Lead Generation

If you’re looking to expand your market reach and engage high-value prospects in the pharmaceutical or manufacturing sector, Blueberry can help. Our data-driven, relationship-focused approach ensures that you connect with the right decision-makers to drive long-term business growth.

Get in touch today to see how we can support your business.