The context: a new product, a new audience

Lifen was moving from its historical administrative software for hospital doctors to a new product line that facilitates medical research. The pivot required a different audience and a different story, at a time when the marketing function itself needed to be rebuilt.

The diagnosis

• Turnover in marketing leadership, and a need for lasting stability in the director role.
• An identity that predated the pivot. The brand and its logo dated from the company's beginnings and no longer matched the new activity.
• A different target for the research product line.
• Marketing seen as support. It needed a budget, a place in decisions and internal recognition.

What iytro did

People first

iytro recommended stopping the external search and promoting the internal Product Marketing Lead to Head of Marketing. Personal coaching then helped her establish her position.

Rebranding

A complete audit led to a rebranding steered with a specialised studio: a clear brand platform and a visual identity aligned with the research product.

Digital performance

Nicolas de La Villiardière brought growth expertise to set up digital product marketing, structure tracking and activate lead generation. The software stack was cleaned up and lead processing automated.

The results

• Lasting managerial stability. The coached Head of Marketing stayed in her role long after the mission.
• Financial break-even reached, driven in part by the marketing strategy on the new research products.
• 20 leads a month as a recurring acquisition stream.
• 50% time saved on inbound lead processing.
• 20% reduction in software tool budgets.
• A recognised marketing department, with its own budget.

What this case shows

The best outcome of a part-time CMO mission is sometimes not a hire. At Lifen, the right leader was already in the team. The job was to see it, back her and give her a function worth leading.

Further reading: the marketing strategy audit checklist and our 7-step marketing strategy method.