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Succession Bio works with life science/biotech companies to help drive sales, licensing, and partnership opportunities.

We do this through market research to identify the right companies and people, craft scientifically credible messages, and then perform the outbound sales and marketing tactics on your behalf to facilitate meetings with the right people at the right companies.

Succession

• Specializes in life sciences/biotech (it's all we do!)

• Provides market research, messaging, and outbound sales/marketing services

• Facilitates meetings and opportunities with the right people at the right companies for our clients

• Sales training for teams of 10+ who want to find and close more deals with biotech and pharma

In Ireland when we lose something we often suggest to say a prayer to Saint Anthony, patron saint of lost items, to help us find it. Bear with me a minute.

Today we are going to use that same analogy to help you find your next deal for Q4.

What if the lead or company is someone you already spoke with earlier in the year and you have just lost touch? Well then it’s time to say a prayer to Saint Anthony to help you find that deal inside your CRM.

In the last few months at Succession we have helped life science companies run some hugely successful retargeting campaigns to help them reactivate old leads.

Let’s take a look at 3 groups that are probably already in your CRM that can be a great source of pipeline for your team as you make a big push to finish the year strong.

Old MQLs

Remember those whitepaper downloads that marketing kept telling you to call 6 months ago and when you finally reached them they told you they just downloaded as they were interested in the topic.

The good news is that if these scientists have downloaded your whitepaper on assay reproducibility, they are likely working with assays every day.

Perhaps earlier in the year the timing was off or they were already locked in with a supplier for this year. Well more good news, in Q4 budgets are being reallocated and supplier discussions may be open again.

It is a great time to reach out and remind them of the whitepaper they got from your company earlier in the year. Try to lead with value and offer them another useful resource from your company.

And like that, Saint Anthony 1, empty pipeline 0.

Sample copy:

“Hi Sam, you downloaded our guide on assay reproducibility earlier in the year. We’ve since put together a short checklist for teams validating new assay workflows, based on what we’re seeing from labs planning for next year. Would it be useful if I sent it over?”

Previous Event Contacts

With everything currently going on in the world travelling and attending events is no doubt getting more and more expensive. This is all the reason to take your follow up more seriously than ever.

This should include a 3 or 6 month check in with any leads you met at events in the first half of the year.

Additionally there is a good chance that these same people will be attending some of the same events as you in Q4. This could be a great opportunity to suggest an in person meeting at one of these events.

I want to use some real world metrics from a recent event rewarming campaign to drive the point home.

In this campaign we saw a reply rate of 14% and 50% of those replies were positive, comparing this to a normal campaign where our target is a 5% reply rate of which 20% will be positive, the results speak for themselves.

Dust off those old leads and reach out again.

Sample copy:

“Hi Priya, we spoke at [event] in [month] about scaling your organoid work. I wanted to check in and see how the project has progressed. Are you attending any events in Q4? If so, it would be great to catch up.”

Lost Deals

This segment is probably the most obvious of the three groups as these prospects once amounted to your dreams new customer but for whatever reason it never came to fruition.

Now is the time to restart that conversation. These people already know your product well and you have stronger existing rapport with these people than just old MQLs.

Look out for important news items for example maybe you lost the last deal as their lab expansion wasn’t fully finished yet, but now it is live and operational and they could be ready to kit it out with new equipment.

It is also worth noting that you should go back 2 or even 3 years for this category as they should be the warmest and if you had previous pipeline they are already qualified within your ICP.

Another important thing for older leads is that they may have changed companies since you last spoke, this is a great conversation starter to help you reach out and set up a 5 minute catch up.

With the help of Saint Anthony, let’s take those closed lost deals to closed found and won.

Sample copy (lab expansion):

“Hi Alex, when we last spoke, the new lab wasn’t ready to evaluate the system. I saw the site is now up and running, congratulations. Has the team started setting up that workflow, or is it still further down the list?”

Conclusion

As we all push to finish the year strong, the 3 groups listed above are definitely worth looking into inside your CRM.

My advice is to try to find at least 5 names from each bucket over the next few weeks and reach out with a personalised message over email or LinkedIn.

Bonus points if you can add some value to your message such as sending them a content piece or a new offering from your team, instead of just asking for a meeting.

There you have it, with some creative messaging and the help of Saint Anthony you can use existing information from inside your CRM to help you find your next deal.

Webinar Recording

1. Lead Generation: We’ll build target lists, write scientifically relevant messaging, and send messages on your behalf to book qualified sales meetings with biotech and pharma companies.

2. Training for Teams: If you want to upskill your team around prospecting, driving to close, key account management, AI, or any other topic, we can put together a training plan specific to your organization’s needs.

3. Strategy Call: Need more than training? Want help implementing and executing your sales strategy? In a 30-minute call, we will assess your company’s current situation and identify growth opportunities.