Lamda Biotech
Post-Acquisition Rebrand & eCommerce Launch
Marketing Lead | Oct 2023 - Present
Challenge
Adapt marketing strategy for a newly acquired company targeting academic researchers, a completely different segment requiring high-volume, low-touch sales motions.
Solution
Built modern eCommerce platform, established distributor partnerships, launched conference presence, and implemented free sample program to drive trial and repeat purchases.
Strategic Thinking
Business Context
Lamda Biotech was a new acquisition targeting academic research labs, a segment completely different from our existing B2B healthcare focus. Academic labs operate more like B2C customers: hundreds of individual labs per university, smaller transaction sizes, higher purchase frequency, and researchers who shop and compare products online.
Strategic Approach
Shifted from enterprise B2B playbook to B2C-style marketing focused on discoverability, credibility, and low-friction purchasing. Built a modern eCommerce experience, established distributor network for broader reach, and launched free sample program to drive product trial among researchers.
Key Strategic Decisions
- •Prioritized eCommerce UX and SEO over direct sales outreach
- •Launched free sample program to reduce trial friction for new customers
- •Built distributor partnerships to expand reach across academic purchasing channels
- •Invested in conference presence to build brand credibility in academic community
- •Created product-focused content optimized for researchers comparing reagent options
Lessons Learned
“B2C marketing principles apply when selling to fragmented markets with many small buyers. Academic researchers behave like consumers: they search, compare, request samples, and make quick decisions. The free sample program became a major customer acquisition channel, proving that reducing friction matters more than traditional sales touch in high-volume, low-ACV markets.”
Technologies & Skills
Project Collateral
Product Catalog
Full product catalog targeting academic researchers with B2C-style marketing. Positions brand on quality and affordability, includes free sample QR code to drive product trial.
Trade Show Banner
Conference tabletop banner showcasing post-acquisition co-branding with Molecular Designs. Features product categories and free sample CTA to drive booth engagement.