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A Path to Growth For Middle-Market B2B Companies.

B2B marketing leaders are caught in the never-ending cycle: generating ideas but lacking the people to execute them. Our team understands your challenges.

Our Approach
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Feature Story: Biosero

How integrated marketing transformed Biosero from equipment reseller to automation software innovator.

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Harmonizing Marketing Communications.

Portavoce is an integrated marketing communications firm focused solely on B2B middle market growth companies in middle-market growth stages.

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Case Study

Biosero
• • •

How Integrated Marketing Transformed Biosero From Equipment Reseller to Automation Software Innovator

Biosero-Acceleration-Lab-3_Green-Button-Go

Swedish life sciences firm Bico Group acquired Biosero for $165 million - a remarkable outcome for a company that three years earlier had made a bold pivot from equipment reseller to software innovator. At the heart of this transformation was a three-year strategic partnership with Portavoce that helped Biosero redefine itself as a leader in laboratory automation software.

• • •

The Challenge

Bridging the Perception Gap

When CEO Tom Gilman pivoted Biosero from reselling equipment to developing and commercializing its laboratory automation software, Green Button Go, the move immediately improved profitability. But the company’s brand and marketing still reflected its old identity. Biosero needed to transform its image from an equipment reseller to an innovative software company and start proactively marketing its products to automation and software engineers in the Biotech and Pharmaceutical sectors.

“Working with Portavoce, it’s a partnership...that’s what you want from your agency because bringing an agency into your company requires a lot of trust.”

Tom Gilman
Tom GilmanChief Executive Officer
• • •

The Solution

Mobilizing Digital Marketing to Promote the New Mission

Portavoce developed an integrated marketing campaign centered around Biosero’s new mission. Pay-per-click, social media, and email marketing campaigns motivated key decision-makers to attend Biosero webinars, download case studies and read white papers, and seek information about new automation software. A public relations campaign generated company profiles, product publicity and by-lined articles to communicate Biosero’s new mission.

The team brought the story alive with videos that explained Biosero’s company mission, Green Button Go’s automation software capabilities, and led the viewer through a virtual walkthrough of Biosero’s Innovation Lab.

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• • •

The Results

With renewed branding and storytelling, Biosero’s new focus on automation
software became crystal clear.

 

+70%
Customer Leads
$5M
Purchase Orders
+98%
Organic Web Visitors
+57%
Direct Web Traffic
10%
Email Marketing Click-Through Rate
8
New Strategic SEO Rankings
28
Strategic Media Placements

Ready to Mobilize Your Marketing?

Portavoce is a progressive integrated marketing communications firm that partners with middle-market growth companies. We work with business-to-business brands that are commercializing next-generation technologies and need to mobilize marketing for profitability.