Unlocking pipeline with data-driven lead generation

Onyx Scientific is a specialist small molecule API CDMO supporting pharmaceutical and biotech companies with complex chemistry services. With deep technical expertise and strong market credibility, the business entered 2026 focused on building greater momentum in both brand visibility and commercial growth.

As part of this evolution, there was a clear opportunity to complement existing brand activity with a more structured, conversion-focused approach. By activating high-value content and targeting key decision-makers more directly, Onyx aimed to translate its expertise into a more consistent and scalable pipeline of opportunities.

In 2025, this shift took shape through a more insight-led marketing strategy, combining brand-building with targeted lead generation to drive measurable commercial impact.

To support Onyx’s growth ambitions, ramarketing identified an opportunity to evolve the marketing strategy from primarily awareness-driven activity into a more balanced model that actively generated demand.

The focus was to:

• Introduce a structured lead generation campaign
• Leverage Onyx’s technical CMC expertise as a driver for conversion
• Prioritize high-quality, conversion-ready opportunities
• Build a scalable, data-informed pipeline to support sustainable growth

ramarketing developed and executed a focused, test-and-learn lead generation strategy aligned to Onyx’s commercial priorities.

1. Launching lead generation from the ground up
The team introduced a structured campaign designed to validate the channel and quickly generate actionable insights.

• Identified a priority service area to promote
• Selected a high-value whitepaper as the core conversion asset
• Built targeted LinkedIn campaigns to reach relevant decision-makers

2. Structuring campaigns for maximum efficiency
Every element of the campaign was designed to maximize return and minimize wasted spend.

• Began with a broad audience that was refined after monitoring engagement results
• Clear, value-led messaging aligned to technical buyer needs
• Continuous performance monitoring to quickly refine and improve results

3. Ongoing optimization and collaboration
Performance gains were driven through collaboration with the Onyx team.

• Refined targeting based on engagement and lead data
• Worked together to assess and enhance lead quality, not just volume

4. Scaling what works
As performance data strengthened, the strategy evolved from testing to scaling.

• Increased focus on top-performing audiences
• Refined campaign structure to effectively utilize budget and maximize ROI

The results demonstrate the impact of introducing a structured, insight-led lead generation approach.

• 228 leads generated in Q1, creating a strong and consistent pipeline
• Cost per lead of £3.77, significantly outperforming industry benchmarks
• Reliable daily lead flow, establishing predictability in demand generation
• Improved lead quality through continuous optimization and collaboration

In the last three months, performance accelerated further, with campaigns delivering both volume and relevance at an exceptional level of efficiency.

Beyond performance metrics, the impact has been strategic:

• Lead generation is now a proven and scalable growth lever
• Marketing activity is more closely aligned with commercial outcomes
• Onyx have greater confidence in the ability to generate consistent, high-quality opportunities

Building on this success, the partnership has now evolved into the next phase, with a lead nurture campaign in development to convert demand into long-term revenue and maximize the value of every lead generated.