Multi-Agency Consolidation for a Global Molecular Diagnostics Company

A global mid-market molecular diagnostics business consolidates its marketing and operations agencies into a single, integrated partnership with Marzipan. Chosen by the VP of Marketing, Marzipan is providing full-service support across web, search and AI visibility (SEO/AEO), advertising, marketing operations, and CRM administration.

Industry: Molecular Diagnostics

Client profile: Global mid-market diagnostics business

Engagement: Multi-agency consolidation, web, advertising, marketing operations, and CRM operations

Services: Website Development and Maintenance, Marketing Operations, Marketing Automation, CRM Administration, CRM Operations, Demand Generation, Content Development, Data and Reporting, Compliance and Subscription Management, Account-Based Marketing

Technologies: WordPress, Oxygen Builder, Salesforce (SFDC), Salesforce Marketing Cloud Account Engagement (Pardot), SciLeads, 6sense, TerminusApp, Claude, Apollo, ZoomInfo

About the client

Our client is a global molecular diagnostics company. Like a lot of mid-market life science businesses that have grown quickly, the marketing team had invested in several single-service vendors to perform siloed services across web, digital marketing, and operations. As the team grew, internal team members took on responsibilities that vendors previously performed, and as time progressed, the network of different individuals working in, and adding to, the marketing technology stack began to feel the frustration of a bloated, inefficient tech and vendor stack.

How the engagement came about

The VP of Marketing approached Marzipan as part of a consolidation and alignment effort to work with fewer, more closely integrated marketing services partners. The goal was to find fewer, expert partners who could take over responsibility for all the operational and administrative duties across web design, SEO, advertising, marketing automation, email marketing, and CRM administration, freeing the in-house team to focus on demand generation, land and expand initiatives, and executing high-performance marketing tactics. Marzipan’s full-service offering encapsulated everything the marketing team were looking for and more, meaning the VP of Marketing was happy to choose Marzipan as their single preferred partner, giving their in-house team access to Marzipan’s technical, strategic, and scientific experts to support execution and optimization of marketing campaigns and digital channels.

“Process debt can grow inside marketing systems and processes silently, and before long, businesses find themselves hamstrung, with simple, ordinary tasks taking crucial time away from strategic and commercial execution. Form configuration, web modules, duplicate records, sync errors, campaign gaps, and a lack of trust in attribution reports all adds up, and getting your fundamentals in order can feel like a big project all of its own. We love helping teams repair and optimize all of the painful parts of marketing infrastructure because it gives marketing leadership the space they need to make their next strategic investments in growing their pipeline, faster.”

Thomas Thornton, Head of Advertising, Data & Analytics, Marzipan

Services overview

Marzipan is a full-service marketing agency, and partners with businesses that recognize the value and scalability of working with a single partner across interconnected parts of their marketing systems and processes. Below are some of the services we are performing for this client.

Website inheritance, redevelopment, and ownership transfer

Marzipan is taking ownership of the WordPress site, including the Oxygen Builder implementation inherited from the previous agency, and is leading both the ongoing maintenance and support work, alongside designing a new, next generation website built on the React framework with Next.js.

The strategic focus of web support is to make a more dynamic website that allows for customization without limited, rigid page templates, as well as faster page deployment, focusing more time on conversion rate optimization and content optimization to improve search and AI visibility.

Marketing operations and Marketing Cloud Account Engagement (Pardot) administration

Marzipan is operating as the Marketing Operations team on behalf of the client, acting as the main point of contact for any development of lists, automations, content, emails, integrations, and other data actions within Pardot, as well as owning email design, build, schedule, and optimization.

Marketing operations extends into Salesforce (SFDC), with responsibilities to manage lead assignment, lead process design, campaign configuration, reporting, and marketing-specific flows and automations that help manage marketing data better within SFDC. Marketing attribution using the Salesforce default attribution model, along with UTM and other custom attribution models, is being deployed and designed for better analysis of campaign performance and ROI for marketing efforts.

Data tooling and demand generation support

Supporting all sales enablement and marketing campaign management are the data tools the client relies upon for data signals, and identification of ICP contacts to approach with legitimate interest. The client uses SciLeads as part of its data stack, along with ZoomInfo and Claude agents to centralize and manage multiple data flows in more optimal ways, without exhausting tokens. Marzipan is now responsible for development of better processes to leverage third-party data alongside first-party data to support marketing decision making, sales actions, and commercial insights to inform future campaign development.

Phase two: account-based marketing foundations

With web, ops, and data all integrated, the client’s ambitions are to quickly move towards account-based marketing as their strategic focus, with 6sense as the chosen platform. The goal is to ensure all marketing communications, demand generation, and digital advertising are routinely managed and maintained, so the internal team can pivot to focus on strategic account engagement, account-scoring, and running account-specific campaigns to drive demand and engagement within specific accounts.

A note for marketing leaders in similar situations

The consolidation of multiple agencies and single-service vendors into a single integrated partner is becoming a critical decision for businesses to simultaneously save on vendor fees and increase the output of their internal and external marketing teams.

Marzipan is redefining what high-performance, integrated marketing services looks like as an embedded partner within marketing teams, and we’re able to take those scalable benefits and apply them in your organization. If you’re struggling to make time, free up budget, or execute best-in-class marketing campaigns, and need some help, get in touch.