Rebranding and Reconfiguration of Digital Marketing for a Newly Acquired Life Science Software Provider

A newly acquired life science software provider partners with Marzipan as their dedicated marketing services provider, leading the post-acquisition brand modernization, website rebuild, marketing automation activation, and ongoing demand generation. The partnership signals an investment in resetting the brand and digital marketing infrastructure to align with the new commercial strategy under Archimed, with the marketing function ready to start producing pipeline against the post-acquisition revenue plan from day one, and to operate inside the timeline that a new executive team has to put a credible commercial engine in front of the board.

Marzipan is brought in as the integrated, full-service partner across brand, web, search and AI visibility, paid media, content syndication, marketing operations, marketing automation, email marketing, demand generation, and marketing communications.

Industry: Life Science Software (SaaS)

Services: Brand Identity, Website Design, Search and AI Visibility (SEO/GEO), Advertising Management (PPC and Content Syndication), Marketing Operations, Marketing Automation, Email Marketing, Content Development, Graphic Design, Demand Generation, Marketing Communications

Technologies: Salesforce (SFDC), Salesforce Marketing Cloud Account Engagement (Pardot), Google Ads, NetLine, LinkedIn Ads

The opportunity

Our client is a software provider serving the regulated life science industry. In late 2024, the business was acquired by Archimed, the European private equity group focused on healthcare and life science investments, and brought in a new executive team to lead the next phase of growth.

For years, the business had concentrated on product development and customer delivery, with the brand and digital footprint serving the early stage of the company well. With the new ownership and the post-acquisition strategy now in place, the executive team agreed that a meaningful brand refresh, a new website to carry the updated positioning, and a marketing automation platform actually switched on with attribution, campaign orchestration, and lead scoring built in, were all needed inside the post-acquisition window. The marketing automation platform itself, Salesforce Marketing Cloud Account Engagement (formerly Pardot), had been licensed for years and will remain in place as their preferred system for marketing operations, but needs support to fully implement and recognize its value by utilizing all of the features available to the team.

The scope of work is outlined to deliver the brand modernization (visual identity, messaging architecture, and a practical asset library the in-house team can operate from), a website rebuild around the modernized brand, the activation of Marketing Cloud Account Engagement (with attribution, lead-to-sales conversion, and multi-touch campaign orchestration built in from day one), and the day-to-day demand generation function across email marketing, paid media on Google Ads and content syndication, and ongoing search and AI visibility on the website.

How the engagement came about

The leadership team considered several partners with individual, narrow scopes, brand studios, website agencies, marketing automation specialists, paid media shops, and content teams, before agreeing that an all-in-one partner was necessary to deliver brand, website, platform, and demand generation cohesively, on the same timeline, against a single point of accountability, and without introducing unnecessary complexity, communication silos, or excessive costs across multiple procurement processes. Marzipan was approached as the best-fit, fully integrated marketing partner.

The client has assigned a marketing campaigns manager, CRM administrator, and in-house graphic designer to work in close partnership with the Marzipan brand team to ensure all initiatives and projects are fully integrated and supported by the wider in-house team.

“A new executive team in a post-acquisition window is working to satisfy the expectations of a board-level commercial plan, against the clock. Brand, website, and marketing platform have to land on the same delivery timeline, because the commercial engine doesn’t really start producing pipeline until all three are running. Splitting the work across separate suppliers buys you three procurement processes, three timelines, and three points of accountability that drift apart before the engine is running. One integrated team, one timeline, one point of accountability, gets the engine producing pipeline against the new revenue plan inside the window the board has set.”

Joe Chamberlain, Co-founder, Marzipan

The scope

The work is staggered across several phases through 2025 and into 2026, with the brand, the website, and the platform launching together rather than on three separate timelines.

Brand modernization

Marzipan will lead a full brand modernization covering visual identity, messaging architecture, and the practical asset library the marketing and sales teams need to operate the new brand directly. Rollout is phased to begin in September.

Once the new brand is approved at executive level, the client’s in-house graphic designer takes ownership of extending the system across the wider asset library, working from the brand guidelines, templates, and conventions Marzipan establishes. That handoff structure gives the in-house team real ownership of the brand long-term, with Marzipan continuing to support from the practice-lead side. Alongside the brand work, the existing marketing team’s structure is being redesigned to align to the new operating model, with individual marketing managers taking ownership of distinct product categories.

Website rebuild

The new website is being designed and built around the modernized brand, with publication scheduled within 2025. The site is rebuilt from the ground up, both front-end and back-end, so the launch coincides with the activation of the supporting marketing automation platform.

Marketing automation activation

Marzipan is activating Salesforce Marketing Cloud Account Engagement properly for the first time in the client’s history of owning the platform. The activation covers marketing attribution, the lead-to-sales conversion process, and campaign orchestration and management for multi-touch programs. As the activation progresses, Marzipan operates as the sole administrator and manager of the platform, performing all day-to-day duties on behalf of the internal marketing team.

Ongoing demand generation

Marzipan is taking ownership of the day-to-day demand generation function for the marketing team. That covers full management of email marketing and communications, paid media across Google Ads and content syndication channels including NetLine, and ongoing search and generative engine optimization on the website to maintain visibility across both traditional search and the newer answer engines that life science buyers are increasingly using during research. We’re also producing the demand generation content that fuels all of the above.

Why the client chose an integrated partner

The client chose Marzipan as the integrated partner based on our integrated, unlimited scope services model. That gave the leadership team scalability across brand, web, platform, paid media, content, and demand generation, flexibility on sequencing as the post-acquisition priorities developed, and budget confidence across an interconnected scope of services running against a single delivery timeline.

The alternative, splitting the same scope across a brand studio, a website agency, a marketing automation specialist, a paid media shop, and a content team, would have meant multiple contracts, additional time and resources to manage coordination among different providers, and no consistency across the interconnected aspects of the marketing investment. One integrated team handles many different but related disciplines as individual pieces of a whole, rather than as siloes that create a hidden cost of operations and slow down the time-to-results.

A note for portfolio companies in similar situations

A full-service integrated partner can put the post-acquisition marketing infrastructure in place quickly and become a single, trusted point of accountability across brand, web, platform, and demand generation. If you’re operating against a post-acquisition revenue plan, looking to reset the brand and digital marketing function in parallel, and want to launch the engine inside the window the board has set, we could be the perfect partner for you.