Infodesk pt.2

Where we left off

In part 1 of the Infodesk story, we took on a full-scale brand transformation, including new positioning, a new visual identity and a rebuilt website that gave Infodesk a category of its own: Intelligence activation. Part 2 is what happened next. With the brand foundation in place, Hallam moved into an integrated Paid Media, SEO, Digital PR, creative and Data & Insights retainer, tasked with turning that new positioning into a scalable, full-funnel lead-gen strategy.

The challenge

Infodesk needed its marketing to prove itself as a credible revenue driver. The primary objective for Hallam’s paid media work was to generate marketing qualified leads (MQLs) at scale from one of the most niche audiences in B2B: regulatory intelligence, regulatory affairs, compliance and quality professionals inside global pharmaceutical and biotech companies. The secondary objective was to build search demand around Infodesk’s newly coined strapline: Intelligence. Activated.™

This had to work at a global scale. Infodesk’s addressable market spans the UK, US, EU, Canada and the Nordics, with the US as the highest-priority growth market. The budget was spread across LinkedIn Ads, Google Ads, Microsoft Ads and StackAdapt DOOH/Programmatic, weighted toward the channels doing the heaviest lifting for a global, niche audience.

An audience that doesn’t behave like a typical B2B buyer

Regulatory intelligence, regulatory affairs and Quality Assurance professionals in life science organisations are frequently the only people in their organisation with that exact job title, spread across ten-plus territories, which makes conventional audience-building extremely difficult. Layering job titles, industry filters, seniority and geography got us there, alongside ABM lists supplied by Infodesk and overlaid with Hallam’s own targeting signals.

Crucially, this audience doesn’t respond to typical demand-capture PPC. When ready to buy, they search for Infodesk by name, so paid search became a presence and conversion layer, not necessarily the bottom-of-the-funnel cause for enquiry. The real opportunity was in demand creation: reaching these professionals before they know they need a solution, and building familiarity long before they’re in-market.

We built the strategy in three phases: 

• Foundation, proving digital works and launching LinkedIn Ads to a high-intent ICP.
• Accelerate, scaling what worked and widening geographic and programmatic reach. 
• Scale, an always-on demand engine with advanced ABM and event-aligned activity, built to own the intelligence activation category outright.

Full-funnel by design

Paid social became the strongest performer for MQL generation, split into distinct layers: a top-of-funnel brand video for reach, Thought Leader Ads promoting posts from Infodesk’s EVP Global Sales for mid-funnel credibility, and bottom-of-funnel remarketing lead ads served to warm audiences. Creative testing was disciplined and systematic. Every test (single image vs. carousel, CTA vs. no CTA, colour, people vs. no people) fed a growing bank of creative learnings within Infodesk’s brand guidelines.

One of the most distinctive executions was a geo-targeted Digital Out-of-Home (DooH) campaign timed to the RAPS regulatory affairs conference in Baltimore, where Infodesk was sponsoring and speaking. Paid search played a complementary, capture-focused role, targeting high-intent regulatory intelligence terms alongside Dynamic Search Ads, with LinkedIn audience overlays applied to Bing to sharpen signal quality.

None of this would have worked without the brand foundation from part 1. The creative direction for every channel flowed directly from the positioning, identity and messaging Hallam built from scratch – proof that strong campaign performance starts with a coherent brand.

Solving for scale, attribution and a shifting search landscape

Building audiences large enough to deliver meaningful results meant layering every targeting signal available across a vanishingly small pool of qualifying professionals. A six-month average sales cycle and an incomplete data pipeline made attribution difficult, so Hallam invested in custom data engineering to reconcile lead data with GA4 and ad-platform metrics into a single source of truth. 

And with research behaviour increasingly shifting into LLMs like ChatGPT and Gemini, Hallam tracked Infodesk’s visibility across major LLMs monthly through its Share of LLM report, optimising organic content for LLM citation as well as search rankings. This way paid media could build the familiarity needed for Infodesk to be front of mind wherever that research happened.

The results

Infodesk’s MQL volume grew 58x year-on-year, comfortably exceeding the Q1 target by 3X and ahead of schedule. Branded search volume rose 53% year-on-year following the rebrand launch, and organic traffic from Infodesk’s content built further as paid social distribution amplified it. The Baltimore DOOH activity delivered over 550,000 impressions in four days and prompted a formal case study partnership request from StackAdapt, which felt like independent validation of the campaign’s impact.

Read part 1, the brand transformation behind this campaign here.

Ready to turn your rebrand into revenue? Get in touch.

Be chosen before the search begins

Stop playing it safe and start working with us to create marketing that earns attention, builds trust and puts your brand ahead of the competition before buyers even start looking. To escape the ordinary and become truly unforgettable, all you have to do is get in touch.