Thought Leadership Case Study: Turning Internal LifeSci Experts into Industry Voices

The Need

LifeSciLabCo had brilliant people—application scientists, product leads, engineers—who knew their market better than most. But outside the company, you’d never hear from them. They had no thought leadership presence. No social voice. No platform to shape perception.

And that was a problem. Because the people they were trying to reach—scientists, lab managers, technical buyers—don’t trust marketing. They trust peers. They trust knowledge. They trust brands that teach them something before selling anything.

LifeSciLabCo needed a system that positioned their people as credible, helpful, and visible—not salesy, not generic, and definitely not silent.

The Challenge

The internal team wasn’t set up for this kind of content.

They were juggling tactical campaigns, trade show logistics, and product updates. They knew content was important, but didn’t know how to extract insights, build a calendar, or structure posts that actually engaged.

The subject matter experts were willing—but overwhelmed. They didn’t know what to say. They didn’t want to sound self-promotional. And they definitely didn’t have time to sit down and write content from scratch every week.

There was no LinkedIn strategy. No webinar calendar. No newsletter cadence. Nothing tying thought leadership into the rest of marketing or sales.

It wasn’t a content issue. It was a confidence and capacity issue—and a lack of process to pull it together.

The Approach

We didn’t start with content. We started with conversation.

We interviewed product managers, application scientists, and sales reps. We pulled stories from the field, challenges from customers, questions from support tickets—anything that could become a jumping-off point.

Then we built a repeatable system:

• Weekly LinkedIn posts ghostwritten for internal leaders

• A LinkedIn newsletter that offered insights, not pitches

• A webinar program featuring customers and internal experts—not just sales decks

• Repurposed content from app notes, white papers, and trade show decks turned into threads, clips, and slides

• Visual quote cards, short polls, and “myth vs fact” style posts to keep content varied and scannable

Every piece of content was tied to a campaign or offering—but always led with value first. No hard CTAs. No spray and pray.

We focused on making the company and its experts useful—a source of real insight in a market full of noise.

The Solution

Within weeks, LifeSciLabCo had a credible, visible thought leadership presence on LinkedIn.

Their people weren’t just showing up—they were adding to the conversation. We had content going out every week under the names of leaders who used to feel unsure about posting at all.

The LinkedIn newsletter launched and started growing with every issue. Webinars weren’t just one-off events—they were turned into video clips, blog posts, email nurtures, and sales enablement content.

Most importantly, we connected the thought leadership to the rest of the system. If someone engaged on a post, they were retargeted with a value-based offer. If they attended a webinar, they were enrolled in a nurture. Sales knew what content was landing—and started using it in outbound.