Champions Oncology

About Champions Oncology

The client is a preclinical oncology CRO and clinical specialty testing provider supporting global drug development. They offer a large collection of clinically relevant patient-derived models, ex vivo and in vivo platforms, advanced analytics, and molecular multi-omic datasets.

Challenges

Champions Oncology aimed to increase website lead generation and optimize its marketing channels to drive revenue growth with an aggressive bookings target. As a small marketing team with limited resources, they needed to identify gaps in their current efforts, automate processes, and improve analytics and reporting to scale effectively.

They also sought to benchmark against competitors to uncover opportunities for improvement. Key challenges included scaling successful marketing tactics within budget constraints, delivering relevant content to prospects at the appropriate stage of the funnel, automating workflows to enhance efficiency, and demonstrating the ROI of marketing investments to secure leadership buy-in.

Solutions

Digital Elevator conducted a comprehensive marketing gap analysis to evaluate the competitive landscape. This analysis revealed significant opportunities in SEO and PPC as primary drivers of growth.

To minimize upfront investment and build leadership confidence, we proposed a short-term, project-based strategy:

• SEO/CRO Optimization:

• Optimized 10 key service pages using detailed keyword research and updated sales-driven copy.

• Consulted on conversion rate optimization (CRO) to maximize lead generation from existing traffic.

• PPC Campaigns:

• Developed targeted ad campaigns for niche services with a conservative budget.

• Provided consulting support for landing pages built by the client’s internal team.

1,782% increase in pipeline value

The project was a great success, with top-three rankings for target keywords within a very short timeframe, with notable lead generation attribution from the organic channel. PPC was also responsible for high-quality lead generation, with a conservative ad spend and the need to generate specific lead types for niche services. Generally, the client’s sales process takes six to eight months from lead to close, so we have identified pipeline value as a reporting metric based on sales-qualified lead (SQL) data and associated product/service values.