Building a Scalable Webinar Program

Background

Bachem is a CDMO company manufacturing peptides and oligonucleotides. Its primary customers are pharmaceutical and biotech companies.

Challenge

Bachem had limited experience with webinars. A few pilot sessions had been hosted externally through partners such as Wiley’s CHEManager, but the process was costly (approx €10k per webinar), time-intensive (as a lot of back-and-forth to coordinate logistics), and delivered limited results.

The team faced issues in particular with poor lead quality, because the form fields of CHEManager were standardized in a way that the team could not get good lead data about who had attended (in terms of company size, exact function, location, etc.).

There was also little internal awareness of these pilots. For example, many sales colleagues had no knowledge about the webinars and therefore couldn’t leverage them in conversations with leads or customers.

Bachem needed a high-impact webinar program that could:

• Generate qualified leads aligned with their target audiences
• Strengthen the company’s reputation as a thought leader in peptide and oligonucleotide manufacturing
• Operate efficiently on a limited budget, without large advertising spend or extensive equipment
• Ensure internal visibility so commercial teams could promote events and follow up more effectively