Strategy · 2024 · Global
Thermo Fisher Scientific
"Science for humans" — a B2B brand with a heartbeat
A brand architecture and demand strategy for one of the world’s largest scientific instrument makers.
+103%
Marketing-sourced pipeline
+61%
Qualified lead volume
12 → 4
Sub-brands consolidated
+14 pts
Enterprise win rate
Services
Region
Global
The Challenge
What we were asked to solve
Thermo Fisher’s 12 sub-brands created a fragmented buying journey for lab directors and procurement leads. Messaging read like spec sheets.
Our Approach
How we built it
- 01
Consolidated the architecture from 12 sub-brands into a clean 4-tier system.
- 02
Rewrote the top 400 product pages around a "scientist-first" voice.
- 03
Built a full-funnel demand engine spanning ABM, lifecycle, and trade events.
The Outcome
Where the work landed
Marketing-sourced pipeline doubled in 3 quarters and the brand-tracking study moved Thermo Fisher into the top-2 consideration set across 7 of 9 categories.