Thermo Fisher Scientific needed support for its global marketing efforts in the battery market, a new market for the company. The team had many experienced marketers, but lacked specialized knowledge and a professional network within the battery sector. In addition, the marketing team didn’t have the resources to handle the various tasks and needed flexible help.
The primary goal for Thermo Fisher Scientific was to raise awareness of their involvement in the battery market and the solutions they provide. Another goal was to help the sales and market development teams penetrate the battery market, research and industry.
In this ongoing project, I support the global marketing teams by developing specialized content for digital marketing. In order to generate visibility for the battery, audience-specific content creation was and is required. In addition, to highlight the connection to the battery industry, various players from the battery industry and research were identified to produce a series of interviews. All content was search engine optimized for the corporate website. In addition, relevant companies, contacts and contact information were aggregated to support business development and sales activities.
This project is still ongoing, however within the timeframe
Further updates will follow…
Chemie.de and chemeurope.com, part of LUMITOS AG, recognized the need to increase its visibility and engagement within the rapidly growing battery technology sector. Despite its strong presence in the B2B market for industrial, biotech, life sciences and laboratory equipment, the platform needed to attract more targeted traffic and improve interactions with battery technology content. The team is highly experienced in digital marketing, but lacked experience and network in the battery market.
The primary strategy was to expand the platform’s content related to battery technology to better serve the information needs of professionals in the industry. The company leveraged its strengths in digital marketing to create a Topic World – Battery Technology hub for battery related content, but specialist content was required to engage with the target audience and communities. The goal was to position chemie.de and chemeurope.com in a professional and engaging way as a leading source of battery technology information, thereby increasing page views, user engagement and time spent on the site.
We leveraged the synergy of content producers and digital marketing experts by identifying, connecting and collaborating with industry experts and relevant stakeholders in the battery technology media who produce high quality, authoritative content on the latest trends and innovations in battery technology. I helped the LUMITOS team identify and connect with relevant stakeholders to support the project. As a result, Topic World Battery Technology (English / German) provides an information hub for the battery industry and community with informative and engaging content, leveraging the synergy between different stakeholders.
Topic World Battery Technology (English / German) provides a hub with a wide range of relevant information, aggregated together with the LUMITOS AG team. This includes:
LUMITOS AG and the platforms chemie.de & chemeurope.com will continue to develop new and relevant content to serve the battery community and industry. This collaboration is ongoing.
LUMITOS AG, also known as Chemie.de and ChemEurope.com, has a strong track record in serving B2B clients across industrial, biotech, life science, and laboratory equipment sectors. Chemie.de and chemeurope.com attract around 3.5 million monthly organic visitors, making them two of the largest B2B marketing platforms in Germany, Austria, Switzerland, and Europe. As battery technology grows into a key industrial sector, LUMITOS aims to expand its presence in battery chemistry and related fields. After the first successful virtual battery day in 2023 with more than 500 visitors, LUMITOS AG needed professional support for the strategic planning, execution and promotion of the virtual event to specific target audiences in the battery value chain and suppliers. In addition, a database of relevant companies and contacts in the battery sector had to be created for the internal sales teams as well as for the event content.
LUMITOS has built lasting partnerships with various industrial and scientific companies that support the battery value chain. However, in this growing sector, platforms like chemie.de and chemeurope.com need to reach a new audience in battery technology. The main goal for the second edition of the virtual battery day was therefore to expand the audience and customers, and in general to generate a stronger footprint in the battery community and industry. Key features for the event content and relevant contributors needed to be identified. In addition, LUMITOS AG lacked expertise and a network in the battery sector.
We approached virtual battery day 2024 as a means to build and expand a new audience within the battery industry, the research community, startups, and the supplier community. Our first step was a strategic review of current conditions, event planning, and incremental content development to effectively reach the right audience. Recognizing that success depended on strong content creation, we assisted the client with copywriting, communications, building a database of battery startups and companies, planning the event format, and crafting targeted messaging. We also executed and supported social media promotion to maximize registration and attendance. Throughout this project, we leveraged our battery marketing expertise, existing database and network to identify relevant attendees and promote the event to a focused battery community. By leveraging these resources, we secured appropriate speakers, refined event content and messaging, and ensured the event reached its intended audience.
During the virtual battery day 2024, we gathered the following results:
Reaching out to the appropriate consumer at the right time is critical for sales reps to close deals. This is especially true in academia and the research sector, where funding isn’t constantly accessible or must be invested during a given term. Identifying the prospect and connecting at the appropriate time can have a significant impact on the sales outcome and cycle. Unfortunately, most salesmen do not have time to investigate scientific funding databases for possible prospects. However, marketing can help and enable sales by leveraging data to identify the appropriate prospect at the right time.
This project aimed to leverage research funding data to pinpoint relevant prospects in targeted focus areas for effective profiling and lead generation. Research funding databases are valuable resources for identifying and connecting with potential prospects. Science-focused lead generation platforms, such as SciLeads, compile data from conferences, research grants, journals, and venture capital funding—creating searchable profiles that include phone numbers, email addresses, and LinkedIn profiles. Government platforms like Horizon also provide a free database to find potential customers who have received funding in your sector.
Funding databases such as SciLeads were used to pinpoint research areas requiring specialized analytical equipment or consumables, including the evolving field of battery research—which relies on elemental analysis to drive innovation. By applying targeted search filters within SciLeads, relevant projects and funding were identified, generating detailed reports containing researchers’ or project managers’ names, email addresses, phone numbers, and places of employment. The Horizon 2020 dataset further supplemented this information and was analyzed using Power BI. Contact details, including phone numbers, were leveraged for telemarketing account profiling and outreach (with external support), while LinkedIn Sales Navigator helped locate and engage prospects lacking direct contact information.
During the campaign’s pilot campaign, we gathered the following results:
LUMITOS AG – hosting various digital platforms, such as Chemie.de and ChemEurope.com – has a long history of serving B2B clients in the industrial, biotech, life science, and laboratory equipment industries. Chemie.de and chemeurope.com are among the largest B2B marketing platforms in the DACH region (Germany, Austria, and Switzerland) and Europe, with organic traffic of 3.5 million per month. With the expansion of battery technology as an industrial sector in Europe, LUMITOS AG would like to increase its involvement in battery chemistry and related fields. This includes increasing awareness and visibility in the battery technology community, as well as among stakeholders and suppliers in the battery value chain. A skills gap in the marketing team regarding battery technology and experience was the main challenge LUMITOS faced.
LUMITOS has long-standing partnerships with a variety of industrial and scientific companies that supply the battery value chain. However, in this expanding industry, platforms such as chemie.de and chemeurope.com must establish a new audience in the battery technology sector. The objectives were to identify and engage with key contributors in the research and startup communities. Overall, the main purpose was to expand the contact database in the battery technology sector.
The client favored a digital event aimed at expanding reach among battery researchers, startups, and suppliers. To ensure success, they required external support for content creation—including copywriting, communications, startup and business database compilation, event layout, and messaging—as well as promotional assistance to boost registrations and attendance. Leveraging my professional background in battery marketing and established connections within the battery community and social media, I contributed to identifying relevant speakers, creating event content and messaging, and effectively promoting the event to a targeted audience.
During the virtual battery day 2023 timeframe of 3 days, we gathered the following results:
Digital marketing generates a lot of data. Unfortunately, because of its complexity, the variety of datasets it contains, or the sheer volume of data that makes it challenging to process or analyze, this data frequently goes unused. Fortunately, a growing number of marketing tools are on the market that make data-driven marketing possible by utilizing the important data that is gathered over time. Utilizing the data to create a marketing strategy, tactic, or execution that has an impact is still a challenge.
Collected data from various marketing channels, such as digital events, webinars, email interactions, or website engagements, combined with an advanced CRM, provides a rich data source that can be used to identify relevant prospects for a marketing campaign. If the data is well organized, it will provide you with relevant prospects for the product you are targeting. Through the use of data science and data management tools, the data you collect can be repurposed to add value to your business.
The goal of this campaign was to leverage the collected marketing data to find relevant prospects in Europe, increase awareness of our product and value proposition, and generate sales-qualified leads.
Through the application of data science and collected data from events, webinars, email interactions, and website engagements, we were able to identify over 5200 potential prospects in the database that were either interested in or utilizing our target product. This information alone can be used to nurture leads or increase sales through targeted prospecting.
For prospecting and lead generation from our data set, we used telemarketing (with external support). The use of external resources for prospecting accelerated the turnaround time, gave us detailed information about the quality of the data, and didn’t burden the busy sales teams with additional workload, but instead provided them with sales-qualified leads.
During the campaign’s duration of 2–3 months, we gathered the following results:
Identifying the relevant audience for trace analysis and related product lines was the challenge in this project. The precise segmentation of the target audience into market segments or technologies is a powerful tool for the optimization of marketing strategies. However, in most of our marketing campaigns, we don’t reach the right audience at the right time. Unfortunately, often, the marketing contact data doesn’t reflect the interest of the prospect with enough accuracy to allow the precise marketing strategies or tactics to be more effective.
For this project, our goal was to accurately identify a precise segment of our known customers and to gather new prospective customers who are interested in trace element analysis. Digital webinars, which can be pre-recorded and used for live and on-demand sessions, were a valuable tool for execution and contact data collection. In addition, audiences and customers have a preference for educational content over marketing content. As a result, the internal sales and technical teams were very supportive of this strategy. It helped them identify relevant prospects and reconnect with or engage with their customers.
The goal of this project was the creation of high-quality webinar content for the purpose of target audience engagement. In addition, the goal was to collect contact information for the purpose of segmentation, lead generation, prospecting, and future nurturing of a very specific target audience.
To overcome screen fatigue, we decided to create a more entertaining experience using a combination of presentation slides, video, and green screen video creation. The webinar platform hosted the webinar for a one-time live session and continued on-demand access. As a result, the content created can be repurposed for future tactics and combined with other campaigns.
We used multiple marketing channels to promote the educational webinars with the sales teams. Unlike traditional marketing strategies, LinkedIn was a strategic new channel that provided access to new audiences. Here, we were able to leverage the power of the connection network within the company to amplify our message and generate strong interest in the professional community.
During the timeframe of the educational webinar series campaign, we gathered the following results:
Let’s talk about your challenges in the battery market and how we can help you evolve your marketing strategy and business development.
