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?

While the pharma logistics category grew at 11.7% CAGR, branded search was declining globally. Competitors Marken and Cryoport were losing ground too, as AI-assisted research, LinkedIn and review platforms reshaped how B2B buyers evaluate suppliers. We had to pivot from defending the name to owning the category’s new discoverability path.

The Insight

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

61% of B2B buyers now find GenAI responses influential in purchase decisions. Share of search is a leading indicator of market share in B2B, and it can be actively influenced through brand-led media investment. High-value audiences cluster in specific regional hubs – Boston’s biotech hub, the UK’s Golden Triangle, Shanghai – enabling metro-level targeting precision. The brief shifted from lead generation to discoverability across the full research journey.

The Solution

ROAST replaced the traditional playbook – branded search and bottom-funnel paid – by building presence across the full research journey, with paid, SEO, social and brand media working as one.

Paid Search across Google and Microsoft Ads was restructured to cut inefficiency and focus spend on high-intent keywords and audience segments. Using GWI and SimilarWeb data, targeting was refined to metro-level clusters. ROAS grew 60% in year one. Technical SEO and a high-intent content roadmap rebuilt organic visibility by category, not just by brand name – Page 1 generic rankings grew 53%.

A brand media campaign across LinkedIn, YouTube, Fierce Pharma, newsletter sponsorships and Acast podcasts rebuilt share of search and mental availability in the channels where buyers research.

The Results

A full-funnel shift – from fragmented channel activity to an integrated discoverability model that doubled paid revenue, rebuilt share of search and earned expansion into new markets.