Biotech raw material production

The task

A narrow market: only a few hundred companies could ever become customers. There was no room for error — burn the list with a bad email and there is no second attempt.

What we did

1. 01

   Measured coverage, not reach

   When the market is finite, what matters isn't speed but how many companies on the list actually read the email. We worked slowly and with many touches.

2. 02

   Wrote technically, not promotionally

   The audience is process engineers and production managers. Marketing language hurts here: the emails were specific about composition and volumes.

3. 03

   Ran a long cycle

   Four months is normal for this market. Some leads matured after the project had already ended.