Aligning strategy, sales & success

As a marketing agency, we’ve undergone multiple evolutions over our 15+ years to stay aligned with the ever-changing market we serve. The life science sector had been navigating a challenging 18 months post-pandemic, with businesses under increasing pressure to demonstrate tangible ROI while facing a shift in the prioritization of marketing resources.

At the same time, ramarketing was experiencing rapid growth, having secured private equity backing from NorthEdge and expanding into new territories, including the launch of the Toronto office to better support our North American clients.

This phase marked a pivotal moment in our journey – one that required a comprehensive repositioning of both our external brand identity and internal commercial operations.

This transformation was not just about rebranding; it was about fundamentally realigning our commercial strategy to reflect our evolving position as a global, commercially savvy life science partner. Our previous brand, while vibrant, was perceived as youthful and UK-centric, which no longer reflected the breadth of expertise and international presence we had built.

Key challenges we aimed to address:

• Shifting client priorities: Clients were increasingly focused on lead generation and personalized strategies, demanding a clear demonstration of ROI
• The need for real insights: Many agencies claimed to be insight-driven but lacked substance; this was an opportunity to highlight our genuine, data-driven approach
• Need for clarity and differentiation: In a competitive landscape, we needed to refine our value proposition and stand out with a clear, compelling message
• Tailored persona engagement: We needed a brand and approach that resonated with diverse target personas, demonstrating our unique value proposition to each and building confidence across all key stakeholders.

Beyond aesthetics, this was a holistic transformation of how ramarketing operated, ensuring our teams were fully integrated to drive results for our clients across the entire marketing mix.

One of the most critical aspects of this transformation was the realignment of our Inbound Marketing, Business Development and Client Services teams. Historically, these teams worked toward the same goals but in parallel silos, missing opportunities for real-time collaboration and insight-sharing.

The challenge lay in creating structured processes that ensured insights were consistently shared. Teams needed to proactively involve the right stakeholders at the right time, rather than defaulting to working within familiar team structures.

Our comprehensive rebranding and commercial alignment process included:

• Stakeholder interviews: To understand the needs and expectations of internal and external stakeholders
• VCP (value creating plan) alignment: To ensure our vision for the new ramarketing brand laddered up to our long-term business plan
• Team alignment sessions: To bring teams together to understand how they could support each other to drive commercial success
• Branding workshops: To develop a clear and concise brand positioning and messaging framework
• Service proposition development: To reframe our offering to focus on solutions rather than just tactical services, positioning ourselves as strategic partners supporting clients through major business challenges

We worked with our in-house team of industry experts, designers, content writers, web developers and marketers to craft our new brand, including:

• Visual considerations: Moving away from traditional pharma blues and greens, incorporating hand-drawn flourishes to maintain creativity while ensuring a sleek, evolved look. Simple iconography enhanced clarity and ease of communication.
• Brand guidelines: To ensure consistency in the application of the new brand identity; from key messaging and tone of voice guidance to brand assets and templates
• Employee advocacy plan: To guide our internal teams through the changes, and ensure there was total alignment with our external communications
• Omnichannel launch strategy: To raise awareness of our new positioning and generate interest with target markets

When it came to commercial realignment, we restructured how our teams collaborated, ensuring that insights from marketing directly informed sales outreach strategies. Our organic social, paid activity, and event outreach became more coordinated, ensuring a seamless brand presence across all touchpoints.

We also empowered our teams with sales enablement tools and enhanced reporting systems to improve transparency, helping both teams make data-backed decisions in real time.

This project was not just a rebrand – it was a strategic recalibration of how we operate, collaborate, and drive value for clients. Some of the impact included:

• EBITDA was 52% up in 2024
• Our new business conversion rate improved by 10%
• Increased largest singular client spend by 100%
• 30% increase in average post engagement rate on LinkedIn
• Website traffic increased by 22%
• 202% increase in quarterly content downloads
• 19% increase in time on webpages
• Website engagement grew by 29%
• 73% increase in website-attributed revenue
• Event-attributed revenue increased by 3000%

The transformation of ramarketing went beyond just visuals and branding—it redefined how we operate, engage, and drive success for our clients. By integrating sales and marketing, strengthening our messaging, and ensuring alignment across every touchpoint, we positioned ourselves as a true strategic partner for life science businesses worldwide.

This shift didn’t just enhance our market presence; it fundamentally changed how we deliver impact. With marketing efforts now directly fueling sales conversations through real-time insights, we’ve shortened the sales cycle, making the path from prospect to partner more efficient. Our renewed approach also elevated the client experience – every interaction now feels more seamless, personalized, and strategically aligned across channels.

By embedding data-driven decision-making into every outreach effort, we’ve gained greater efficiency and strategic intent, ensuring that every initiative drives meaningful results. The refreshed visuals and positioning allowed us to reintroduce ourselves to existing clients and attract new ones, showcasing our evolved way of thinking and our commitment to delivering commercial growth.

And as we continue to evolve, one thing remains clear – our growth isn’t just about how we look externally, but how we operate, collaborate, and deliver tangible success for our clients.