26% INCREASE IN SQLS
FOR A MEDICAL DEVICE MANUFACTURE

Growth-Driven Design
Buyer persona discovery
Content + collateral audit
Competitor analysis
Information architecture
2 website builds

Content Marketing
Messaging framework
Organic + technical SEO strategy + implementation
Quarterly content strategies + plans
Content development + design + publishing
Reporting: HubSpot + Google Analytics

Technical HubSpot Consulting
HubSpot portal migration + implementation
Email nurture workflows
Marketing automation infrastructure
Custom reporting dashboards

Kapstone Medical, a consultancy and contract manufacturer for the medical device industry, sought to expand its services and strengthen its manufacturing division. However, outdated digital assets and an influx of low-quality leads hindered their growth. To address these challenges, Kapstone needed a refreshed digital marketing approach and a new website to better align with their goals.


My Role as a Digital Marketing Manager

I led the digital transformation by driving strategic initiatives to enhance Kapstone’s online presence, improve lead quality, and support business growth. This included managing website development, SEO, content marketing, and marketing automation to deliver measurable outcomes.

Key Actions and Strategies

Website Redevelopment with Growth-Driven Design

  • Collaborative Planning: Worked with stakeholders to identify key objectives, prioritize features, and define a clear roadmap for the new manufacturing website.

  • User-Centric Design: Led the creation of a modern, responsive website using HubSpot CMS, ensuring intuitive navigation, optimized user experience, and seamless integration with marketing tools.

  • Content Optimization: Updated service pages to clearly communicate Kapstone’s expertise and value proposition, attracting the right prospects.

Content Marketing for Long-Term Growth

  • Competitor and Market Research: Conducted keyword research, a content audit, and competitor analysis to identify gaps and opportunities.

  • Editorial Calendar: Developed a blog strategy focused on high-value topics such as medical device manufacturing, regulatory compliance, and quality assurance.

  • Lead Generation Assets: Created the strategy and provided direction for gated resources like whitepapers and guides to capture leads at different stages of the buyer’s journey.

  • SEO Implementation: Improved on-page and technical SEO to boost rankings for service pages and blog content, driving organic traffic.

Marketing Automation and Lead Nurturing

  • HubSpot Implementation: Migrated Kapstone’s CRM to HubSpot, configured automation workflows, and built dashboards to track campaign performance.

  • Email Drip Campaigns: Designed and executed email nurture sequences to guide leads through the funnel, aligning messaging with their stage in the buyer’s journey.

  • Custom Reporting: Created dashboards to measure key metrics, including lead quality, form conversions, and email performance, ensuring data-driven decisions.

Results

Through these initiatives, Kapstone achieved:

  • 26% Increase in Sales-Qualified Leads (SQLs): Attracted higher-quality prospects aligned with their manufacturing services.

  • 313% Growth in Blog Traffic: Optimized content brought significant organic traffic and improved visibility for key service areas.

  • Improved User Engagement: A dedicated resource center and intuitive website design enhanced the user experience, keeping visitors engaged longer.

  • Automation Efficiencies: Email workflows streamlined lead nurturing, reducing the burden on the sales team.

As a Digital Marketing Manager, I orchestrated a comprehensive strategy to transform Kapstone’s digital presence, focusing on measurable outcomes and aligning efforts with their business objectives. By combining data-driven insights, guiding strategic design, and building out an effective content marketing strategy, I empowered Kapstone to scale its services and drive meaningful growth in a competitive market.