The FDA Group

An ongoing nine-year engagement that’s seen two websites, a 324% average quarterly web-generated sales revenue increase, and 34x marketing ROI.

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282% revenue increase chart

Project Type

Website + inbound marketing retainer

Services Provided

Strategy, Design, Development, Inbound Marketing, HubSpot Services, Digital Advertising

Platform

HubSpot CMS, Marketing Hub, Sales Hub

the fda group homepage screenshot
the fda group homepage screenshot

In 2015, The FDA Group—a life science consulting company—decided to search for a new digital marketing partner to support its rapid growth in 2016 and beyond. The FDA Group partnered with Madison Marketing Group starting in November 2015 following a rigorous qualification process.

Working alongside The FDA Group, we designed and built a brand new website on the HubSpot CMS Hub, helping them to reach a wider global audience and generate more qualified leads.

The Challenge

In the fall of 2015, The FDA Group celebrated its most successful year and aimed for $10 million in revenue in 2016. However, it needed to improve its online lead generation and project acquisition strategies to achieve this target and sustain growth. Unsatisfied with their current digital marketing agency's performance, limited strategic thinking, and underwhelming return on investment, the leadership team searched for a new partner to support their rapid growth in 2016 and beyond.

The Solution

After initial meetings to discuss The FDA Group's goals and potential strategies, we conducted a thorough strategy and data review.

Based on these findings, we:

  • Launched an inbound marketing program to generate sales leads.
  • Optimized thefdagroup.com to better support campaigns and maximize investment.
  • Discontinued an ineffective Google Ads campaign and reinvested the savings in content creation and a targeted LinkedIn advertising campaign.
the fda group illustration example
the fda group blog page
the fda group consultants website page

A full-funnel marketing and lead gen program

In 2016, we launched a new campaign strategy, including fresh blog content targeting qualified prospects, downloadable content at each funnel level for lead conversion and nurturing, and a robust marketing automation engine. Monthly builder campaigns focused on creating quality website content and a promotion strategy for long-term growth, while quarterly driver campaigns centered on mid-funnel content like whitepapers and webinars aimed to increase reach and generate quality leads in the short-term.

the fda group download web page

The results

Compared to the three months immediately preceding their partnership with Madison Marketing Group, The FDA Group achieved the following gains without significantly increasing marketing costs each year:

195% more leads generated per quarter in 2016
818% more leads generated per quarter in 2017
1,478% more leads generated per quarter in 2018
2,100% more leads generated per quarter in 2019
3,226% more leads generated per quarter in 2020

2,040%

More leads generated per quarter on average

89%

Decrease in cost-per-lead

312%

More website-generated revenue per quarter

The FDA Group experienced not only an increase in lead quantity but also an improvement in lead quality. By the second full quarter of collaboration, they saw a rise in sales revenue generated via their website.

Madison Marketing Group not only helped source a multi-million dollar deal in 2016 but also contributed to sales revenue growth from digital marketing each year before 2020, when growth across all channels stagnated due to the COVID-19 pandemic.

This influx of leads and sales produced a marketing ROI of 31x, by the end of 2020 and afforded The FDA Group the ability to focus its efforts on pursuing the kinds of deals that helped it hit its revenue targets.

While performance moderated slightly in recent years due to broader market conditions and business changes at The FDA Group, we continue to deliver robust web-generated sales revenue and an improved marketing ROI. By the end of 2024, our approach contributed to a sustained 324% increase in average quarterly web-generated sales revenue compared to the pre-partnership period, maintaining a marketing ROI of 34x, reflecting strong ongoing efficiency.

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“Chris, I would like to share with you my absolute pleasure in working with your team. They are extremely responsive and their output is amazing. They are very collaborative and definitely think about what they are doing to optimize results.”

Nick Capman

— email from The FDA Group President and CEO Nick Capman to Madison Marketing Group President and CEO Chris Murvine, January 2018

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Madison, Wisconsin 53713

500 N 3rd Street, Ste 208-5
Wausau, Wisconsin 54403

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Main: (608) 709-2185
Wausau: (715) 203-0137

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