233% increase in ROAS

How Mickson Growth increased enterprise lead volume by 310% for Twist Bioscience’s B2B pipeline

Overview

Twist Bioscience is a global synthetic DNA and biotechnology company that powers genomics, drug discovery, and industrial biotech research.
As demand for gene synthesis and DNA data storage solutions expanded, Twist Bioscience needed a smarter digital funnel to convert high-value enterprise traffic into qualified sales inquiries across pharma, academia, and biotech manufacturing.
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Visit Site:
https://www.twistbioscience.com/

The problem

Before partnering with Mickson Growth, Twist Bioscience’s paid search and tracking systems were not set up to support their enterprise sales goals:
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  • Campaigns were not aligned to specific research segments or product lines
  • Lead forms weren’t integrated with their CRM for sales follow-up
  • No clear attribution between ad spend and demo requests

Their marketing team was spending heavily on traffic that rarely converted into qualified enterprise opportunities. Average CPL exceeded $600, and conversion visibility was minimal.

The solution

Here’s what we did:
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  • Rebuilt Google Ads and LinkedIn campaigns around specific verticals (pharma, biotech, academia)
  • Designed custom landing pages focused on each solution area (synthetic DNA, NGS, biopharma tools)
  • Integrated HubSpot and GA4 to capture and attribute enterprise leads accurately
  • Implemented account-based remarketing to re-engage key decision makers
  • Optimized form flows and CTAs for shorter submission paths

This revamped infrastructure gave Twist Bioscience a fully tracked B2B funnel capable of scaling to enterprise-level deal sizes.

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The result

Within 60 days, Twist Bioscience saw a dramatic improvement in lead quality and volume:
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  • CPL reduced from $600 → $210
  • Enterprise lead volume increased by 310%
  • Attribution accuracy improved to 98% across sales touchpoints

By pairing data-driven targeting with customized landing experiences, Mickson Growth transformed Twist Bioscience’s digital marketing into a scalable, revenue-aligned pipeline engine for the biotech sector.

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