THE BRAND: Trilink Biotechnologies

THE SITUATION: Trilink, creators of the new gold standard in mRNA capping technology, had established a strong foothold within the emerging biopharma market. But, to achieve its ambitious growth targets, the company needed to expand their customer base beyond Tier 2 and 3 startups, and address a range of concerns from an entirely new set of stakeholders influencing purchasing decisions within Tier 1 pharmaceutical companies.  

THE SOLUTION: A deep dive to surface the pain points, goals, questions, and objections most likely to come from key individuals within target customer organizations; corresponding value propositions emphasizing the product benefits (including reduced development timelines, increased capping efficiency, and lower overall cost); and a plan to deliver key messages at critical stages in the customer journey — from awareness and consideration, to purchase and retention. The final deck was cited by executive leadership as a key resource in their pursuit of Tier 1 customers and the effort was a smashing success.

MY ROLE: Lead Strategist 

• Market segmentation

• Customer personas

• Product value propositions 

• Customer journey mapping 

• Key messaging 

• Content offer funnel development