A predictable pipeline for an AI-driven medtech company
Instead of a network running dry, we used new positioning and new offers to deliver 4 new clients and a predictable pipeline.
About the client
Our medtech client develops AI-based image processing software for researchers, biotech teams and diagnostic labs.
It brings faster, more accurate analysis to medical R&D and research, where the volume of image data has outgrown what is worth processing manually.
The technology was ready, but scaling in the market had stalled.
Discovery
The company struggled to win new clients: revenue came from its leaders’ personal networks, not from a repeatable system.
Through interviews, surveys and audits, we reviewed the sales and product set-up. The product’s value wasn’t clearly communicated, pricing was ad hoc, and development carried technical debt.
Our diagnosis: the problem wasn’t the product. It was unclear who it was for, what it should cost and why anyone should choose it.
Growth
Together, we repositioned the product and developed a new value proposition and pricing. Market research and customer interviews revealed 6 distinct customer segments across research and medical fields.
Through workshops and interviews, we found that each segment pays for something different: a different pain point, a different decision logic, a different value proposition.
We built a separate offer for each segment, with its own messaging. We also created a sales playbook for the new positioning, so that new clients come from a repeatable process, not one-off campaigns.
Results
- 6customer segments, each with its own offer and messaging
- Newpositioning and pricing, validated in a market test
- Personalisedcold outreach to 300+ decision-makers
- 4new clients
Lead generation and sales
Before the cold outreach, we tested the new positioning, pricing and offers live. The use cases that worked became targeted, high-impact campaigns.
- 200+organisations
- 300+decision-makers
- 17%response rate (3× the industry average)
- 12demos
- 4new clients
We targeted 300+ decision-makers across 200+ organisations with personalised messages.
The result: a 17% response rate (3× the industry average), which led to 12 demos and 4 new clients. Winning clients became a documented, repeatable process that no longer depended on the managing director’s network.
4 new clients for a medtech company
What does it take to make this work?
01
Company presence
Audit
We review what the market sees when they look you up.
Marketing and online presence
Your website, LinkedIn and references have to add up to a credible picture.
Discoverability
Your company has to actually exist online, not just in people’s heads.
02
Service
Service design
Sharp boundaries of what you sell, what you don’t, and at what price.
Value proposition
Why buyers should work with you, told in their language.
Case studies
Proof that you’ve done this before. Successfully.
03
Target customers (ICP)
Audit
We work backwards from your existing clients to see where you win.
ICP generation
We turn that into a concrete target group we can build a prospect list from. The campaign is built on it.
Something missing? We’re happy to help you build the foundations for winning new business first.