Q-Centrix, a MRO company and leading clinical data management company, made the strategic decision to expand its solutions to the life sciences industry. As an initial step, Q-Centrix decided to prioritize large pharma companies due to their visibility and clinical data needs. However, these accounts were also the most competitive.

The Q-Centrix marketing team was tasked with finding a way to capture the attention of these accounts and build credibility in a market where Q-Centrix was largely unknown. Early efforts of light personalization via HubSpot emails were not generating meaningful engagement. This proved to the team that the approach needed refinement to break through in a crowded market.

The team saw an opportunity: if pharma executives encountered content that reflected their organization’s actual priorities, they’d more easily be able to connect the dots between their needs and Q-Centrix’s solutions. In addition to other efforts, they looked to LinkedIn as a cleaner entry point—one where tailored creative paired with 1:1 landing pages could capture interest and spark meaningful engagement.

Proving that “deep personalization” outperformed generic messaging would not only build credibility with prospects but also rally internal sales and marketing leaders to scale the approach.

For their targeted pharma companies, the team shifted from surface-level tokens to pages (like company names and the assigned BDR’s name) which provided little traction. To elevate their messaging, they layered in Mutiny’s AI account priorities that spoke to each account’s top objectives. 

From there, the team scaled personalization further. Using Mutiny’s Account Studio, pulling in 6–7 custom research fields for each target company. They prompted Mutiny’s AI to ask questions like “Tell me if the accounts have any open clinical trials,” and “Of the open clinical trials at these accounts, describe their different therapeutic areas.” These insights pulled from public web sources to provide rich context for personalization. In addition, they enriched the pages with insights from their own data sets, pulling from ZoomInfo and HubSpot properties.

To drive traffic, the Q-Centrix team launched LinkedIn ads with creative that matched the personalized page for a seamless user experience. The performance shift was dramatic. The team saw immediate increases in CTR. Instead of skimming or bouncing after a few seconds, pharma stakeholders began spending minutes on page. The marketing team even heard that prospects were forwarding the content up to their leadership—a sign that the message was cutting through the noise. This approach wasn’t only about driving results for Q-Centrix. It was about ensuring pharma companies could discover solutions aligned with their unique needs and objectives.