MoleMap: from trade show pipeline to 380+ qualified leads

A strong value proposition and a growth ceiling aren't contradictory. MoleMap's corporate division had both. The product was proven. The sales approach had run its course. What they needed was a strategy to take it further.

The challenge

MoleMap's corporate division had built a solid business through relationship-driven sales and trade shows. But when ambitious growth targets arrived, it became clear that the existing approach couldn't scale to meet them. The team had deep consumer marketing experience and a genuinely compelling offer Australia's leading skin cancer detection service in a market where workplace health is a critical priority. What they lacked was a B2B marketing strategy capable of generating consistent, qualified demand.

Without that, the sales team was dependent on cold outreach and event cycles. Predictable pipeline was out of reach.

The work

We developed the campaign strategy and messaging framework to give MoleMap's business division its first scalable lead-generation engine.

That started with identifying the right strategic angle: rather than leading with the service, we built the campaign around a genuine problem their target buyers already cared about - workplace sun safety. The Sun Safe Packs campaign gave corporate decision-makers something useful, built MoleMap's marketing database, and created a natural pathway into sales conversations.

The strategic framework was designed to be reusable; a repeatable approach the sales team could run independently, rather than a one-off activation requiring rebuilding from scratch each time.

The outcome

380+ qualified leads across Australia and New Zealand - more than all of MoleMap’s previous corporate marketing efforts combined. For the first time, the sales team had a steady flow of warm inbound to work with, rather than starting every conversation cold.

"Brand chemistry slotted in like an extension of our team. They wrapped their heads around things quickly and worked flexibly to collaborate with us. It was nice knowing that Brand chemistry had everything in hand and that we could trust them."

Jaime Schell, Chief Business Officer, Corporate Solutions, MoleMap