Case study: Hudson Robotics

The science of customer acquisition

A leader in laboratory automation partnered with Mavenray to drive new revenue and build marketing capability. Introduced by their sponsoring fund, a mid-market private equity firm, we worked with Hudson for one year to stand up foundational GTM, launch ABM into academic research, and deliver measurable pipeline results.

The fund used Mavenray to spark growth after acquisition

Hudson was on the other side of recent acquisitions with sales being reset and marketing largely untapped. The sponsor asked us to bolster customer acquisition and brand as the transition settled—proving ROI on incremental growth before scaling spend.

130%: Growth in qualified leads in Q4
3×: Increase in monthly conversions
12×: Increase in ideal buyer web traffic
70%: Decrease in bounce rates
2×: Increase in high-target email engagement

Approach

A largely untapped academic segment became the focus. Mavenray built and launched ABM featuring a UIC collaboration video, then layered LinkedIn ABM, expert content, brand alignment, and marketing operations so pipeline could scale with discipline.

ABM in academic research

Mavenray designed and launched an account-based program for a largely untapped academic market, anchored by a UIC collaboration video with authentic lab storytelling and instrumentation walkthroughs.

LinkedIn organic & ABM

Targeted campaigns reached NIH, biotech, biopharma, and university buyers while the brand was in transition—rebuilding presence with resellers, evangelists, and ideal customer profiles.

Expert scientific content

Instead of AI-generated posts, Mavenray hired lab technicians and researchers to write credible analysis. Engagement, conversion, and bounce rates improved as a result.

Brand & product alignment

We supported post-acquisition brand alignment and redeveloped product brands across lines so offerings read as one unified platform under Hudson.

Data, reporting & outreach basics

Foundational work on data hygiene, KPIs, and outreach fundamentals—including extending Salesforce for marketing automation—set benchmarks before scaling programs.

SEO, email & nurture

Search, email automation, and re-engagement campaigns increased visibility and kept technical buyers moving through the funnel alongside ABM motion.