Imagine casting your net – but instead of a few meagre fish, you land qualified leads. And not just a few, but over 25,000 in one year. Sounds too good to be true? Then let’s take a look at exactly how this worked for our customers in 2024.

Over the past year, we have done exactly what manufacturers of laboratory, process and production technology want: generating high-quality automated contacts in the chemical, life science and food & beverage sectors – internationally, purposefully and with measurable success.

The result: our customers received a total of 25,829 leads in just one year.
Let’s take a closer look at where they came from, how they were generated – and what you can take away from them for your own marketing.

4 industry portals + 1 event = 25,829 leads

Our leads came from these platforms:

• chemie.de / chemeurope.com / quimica.es (Focus: Chemical industry)
• bionity.com (Life Science & Biotech)
• yumda.com (Food & Beverages)
• analytica-world.com (laboratory technology & analytics)
• Virtual Battery Day 2024 (industry event for battery technology)

These channels have connected companies directly with the right decision-makers verbunden – from laboratory and production managers to purchasers.

These platforms helped our customers generate 25,829 leads in 2024

Leads from 168 countries – with a clear focus on Europe

Regional origin of the leads:

• 35 % from DACH (Germany, Austria, Switzerland)
• 25 % from the rest of Europe
• 14 % from Asia & Pacific
• 11 % from North America
• 9 % from Latin America
• 6 % from Africa

This means that 60 % of leads came from Europe –a strong sign for the European market. At the same time, international business opportunities are huge, especially in Asia and North and Latin America. Those who present their products in several languages will fully exploit the potential. But more on this below …

International business opportunities: 60% of leads came from Europe, 40% from the rest of the world

Which content generated the most leads?

Our analysis shows:

• 13,500 leads generated through company presentations
• 5,200 through product presentations
• 4,200 through white papers
• 2,400 through webinars

Takeaway: Company and product presentations are unbeatable when it comes to appealing to potential customers. Premium company presentations in particular are essential for the branding and image of a company within the industry.

At the same time, white papers and webinars play an important role, as users are willing to give up their email address in order to consume high-quality content in return.

Particularly exciting: 18% of all product brochure downloads led directly to a request for quotation.

This means that well-designed brochures are an underestimated lead tool. There are always companies that do not offer a brochure for download in their product presentations on our portals. As it turns out, they are unnecessarily giving away valuable sales leads.

13,500 leads were generated by our customers with company presentations, 11,400 with products, white papers & webinars

SQLs vs. MQLs: Quality beats quantity

Not every lead is immediately a customer ready to buy. That’s why we differentiate between:

• SQLs (Sales Qualified Leads) – people who actively request a quote or information
• MQLs (Marketing Qualified Leads) – people who consume content (e.g. brochure downloads or webinar registrations)

Our distribution:

• 16,100 direct quote/info requests (valuable for sales) → SQLs
• 7,900 whitepaper & brochure downloads → MQLs
• 2,400 webinar registrations → MQLs

Conclusion: Almost two thirds of all leads were immediately usable, concrete inquiries for sales. This shows that B2B marketing works best when it not only delivers mass, but also class.

High proportion of specific inquiries relevant to sales: 61% of all leads were sales leads (SQLs)

English dominates – but German remains strong

An important factor: What language do the leads speak?

• 46 % English
• 34 % German
• 15 % Spanish
• 5 % French

For companies, this means that a multilingual marketing strategy is essential.English in particular dominates – but German remains a must in the DACH market, and a fifth of all leads were generated via our Spanish and French-language portals.

Can’t you win new international customers with English only?

Wir raten davon ab, es sich bei der Lead-Generierung mit Pauschalisierungen wie „es spricht doch sowieso jeder Englisch“ zu einfach zu machen. Fakt ist: Die Landessprache konvertiert IMMER besser. Unternehmen, die das verstehen und zu ihrem Vorteil nutzen, sind ihren Wettbewerbern einen großen Schritt voraus.

Users sent inquiries to laboratory equipment and process technology manufacturers in four different languages

Men dominate the lead statistics – but why?

An interesting detail:

• 66 % male Leads
• 32 % female Leads
• 2 % diverse

Are women underrepresented in chemistry, life science, laboratory and food & beverage? Or is it due to the marketing approach? A point that companies should consider strategically.

66% of all leads are male. Are women underrepresented in chemistry, life science and food & beverage?

What does this mean for your marketing?

If you want to be successful in chemistry, life science or food & beverage, you need:

• The right channels – industry platforms with a wide reach
• Multilingual content – not just in German and English
• The right formats – company presentations, product presentations & whitepapers work best
• Qualified leads – with a focus on real sales inquiries

In 18% of all brochure downloads, users activate the checkbox “I would also like a quote”

The figures speak for themselves: strategic B2B marketing works – if you know how.

And if you are wondering what this could look like for your company?
Let’s talk about it. Find out more here: Advice from us