ProbioBrain

Novozymes OneHealth was a new, innovative company with cutting-edge probiotic technology, but zero brand recognition in the target markets. They needed to identify the right dietary supplement producers, reach the decision-makers within those companies, and establish the channels and communication to convert them, all while competing against established, slow-moving incumbents.

1. Defined and created the foundation for how NZOH goes to market digitally, leveraging their brand, technology, and innovation edge through a ProbioBrain product launch.

2. Established a bridge between marketing and sales with a clear RACI and ownership model, including orchestration of joint account focus and dynamic lead insight deep-dives.

3. Built the technological foundation for growth through digital channels, from gated and ungated content funnels to automated email flows, lead management, and CRM integration.

4. Developed and executed a capability upskilling program alongside a new reporting regime with play descriptions, optimisations, and a play backlog.

The program became the best-performing lead generation initiative in Novozymes OneHealth’s history. A 7.7% content conversion rate fed a highly efficient funnel: 70% of leads converted to meetings, 57% of meetings became SQLs, and 50% of SQLs converted to opportunities, delivering an expected 7–12x ROI. Beyond the numbers, the program established a repeatable GTM framework, a functioning sales-marketing operating model, and a self-improving reporting and optimisation engine.