A US pharma commercialization consultancy wanted to be known by the right companies before its sales team walked in. Not demand generation: familiarity, inside a tightly defined buyer persona. The client is unnamed by agreement.
Most awareness campaigns are judged on impressions, which is to say, on nothing. This one was judged on a harder question: of the companies that could actually buy, how many now know the firm?
Sub-persona segmentation. The broad "pharma commercial" persona was split into sub-personas, each with customized campaigns, built to maximise penetration of the universe rather than raw volume.
The metric agreed up front. Success was defined before launch as the share of qualifying buyer companies reached. Every report answered that question first.
Reporting to a consultancy's standard. Full visibility into what ran, where, and against whom, in a structure their own analysts would accept.
Penetration of the qualifying buyer-company universe grew from under 10% to 68% over six months, giving the sales team warm brand recall to work with in meetings. The project was delivered and completed as scoped.
We measured brand awareness as the percentage of named buyer companies reached. Impressions never came up.
Tell us what you sell and where the yes lands.