World Courier

The Challenge

How do you reconnect a global B2B brand with high-value audiences as digital research behaviours shift and brand discoverability declines?

Branded searches were trending downward across global markets — a symptom of wider changes in how B2B buyers find, evaluate, and engage with brands.

But this wasn’t just a World Courier problem. Competitors like Marken and Cryoport were also losing ground in branded search — as new behaviours, from AI-assisted research to increased reliance on social media and review platforms, began reshaping the B2B decision journey.

In this new digital context, World Courier’s challenge wasn’t just lead generation. It was rebuilding discoverability — and driving ROAS — in a way that reflected how modern decision-makers actually search and select logistics partners.

The Insight

Search isn’t just Google anymore. B2B buyers are fragmenting across channels, and your brand has to show up everywhere that matters.

ROAST identified that the traditional digital playbook — focused solely on branded search and core SEO — was no longer enough.

Through a combination of audience intelligence and media analysis, we uncovered several key truths:

• Branded searches were declining, but the pharma logistics category was growing steadily at a CAGR of 11.7% — meaning discoverability was more important than ever.
• New research behaviours were emerging: 61% of B2B buyers now find GenAI responses influential, and platforms like YouTube, LinkedIn, and Reddit are increasingly used for supplier research.
• Share of search is a leading indicator of market share in the B2B space — and could be influenced by brand-led media spend.
• High-value audiences are clustered in specific regional hubs (e.g. Massachusetts, London, and Shanghai), allowing us to geo-target media spend for maximum impact.

This insight reframed the brief: to drive visibility across the full research journey, not just the bottom of the funnel.

The Solution

Build a performance-led discoverability engine, combining strategic media planning, organic growth, and brand activation.

ROAST delivered a multi-phase transformation of World Courier’s digital presence, aligning tightly to new behaviours and growth markets:

1. Paid Media Overhaul

We restructured Google and Microsoft Ads accounts to cut inefficiency and focus spend on keywords and audiences aligned to decision-making — delivering +60% ROAS in year one.

2. Strategic Audience Targeting

Using GWI and SimilarWeb data, we built a refined targeting model across USA, UK, and APAC — with custom messaging for Procurement, Operations, and C-Suite decision-makers. Targetable audience segments were identified down to metro-level clusters, such as the ‘Golden Triangle’ in the UK and Boston’s biotech hub.

3. SEO and Content Realignment

We re-optimised technical site health and executed a targeted content roadmap based on high-intent generic search terms — increasing organic visibility by 53% on Page 1 keywords.

4. Brand Media Activation

With brand search declining, we recommended a multi-touch brand campaign to increase share of search and maintain pricing power. Tactics included:

• LinkedIn & YouTube brand video (targeting NorthAm TAL and Pharma Manufacturing audiences)
• Programmatic display across trusted trade press (e.g. Fierce Pharma)
• Newsletter sponsorships and Acast podcast placements for emotive storytelling — a proven driver of effectiveness in B2B

This integrated model allowed World Courier to rebuild mental availability, influence consideration across channels, and convert interest into pipeline.

The Results

A performance-led shift in discoverability and revenue impact.

• +95% Paid Media revenue YoY
• +60% Return on Ad Spend
• +53% uplift in Page 1 rankings for generic keywords
• Targeted audience reach across key markets (USA, UK, India, China)
• Stronger share of search and increased brand interaction across social and press

Together, we delivered more than visibility — we delivered commercial value in the moments that mattered most.