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Case · ProbioBrain — building a digital GTM engine for a new probiotics brand
ProbioBrain — building a digital GTM engine for a new probiotics brand
Novozymes OneHealth needed to bring a new probiotic ingredient from an unknown supplier to the vast German and Italian dietary supplements market. We designed and executed a full Commercial Acceleration programme — from GTM strategy and sales-marketing alignment to technical ecosystem setup and capability upskilling.
The Challenge
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.
Our Approach
Defined and created the foundation for how NZOH goes to market digitally, leveraging their brand, technology, and innovation edge through a ProbioBrain product launch.
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.
Built the technological foundation for growth through digital channels — from gated and ungated content funnels to automated email flows, lead management, and CRM integration.
Developed and executed a capability upskilling programme alongside a new reporting regime with play descriptions, optimisations, and a play backlog.
The Outcome
The programme 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 programme established a repeatable GTM framework, a functioning sales-marketing operating model, and a self-improving reporting and optimisation engine.
Key Results
- 7.7% content conversion rate
- 70% lead-to-meeting conversion rate
- 7–12x expected ROI