From trade shows to 380+ leads: How MoleMap built a b2b marketing engine

Enter the marketing engine

Having worked with Brand chemistry previously, Jaime knew they had the b2b expertise and content specialisation that MoleMap needed. But this wasn't about replacing their successful sales approach – it was about amplifying it.

"Brand chemistry's process for gathering briefs and keeping work moving was exactly what we required," Jaime recalls. "With our in-house team juggling multiple priorities, we were concerned about timelines slipping."

The collaboration began with Brand chemistry developing the Sun Safe Packs campaign – a strategic initiative designed to provide genuine value to corporate clients while building MoleMap's marketing database. The approach was methodical:

• Strategic planning: Brand chemistry worked closely with MoleMap to conceptualise a campaign that would resonate with corporate decision-makers while generating qualified leads.
• Flexible creativity: "They came to us with concepts and took us on a journey through the planning process," Jaime says. "We had direct access to the strategist, which allowed for genuine dialogue. They were flexible, not fixed in their approach, enabling us to mix elements from different concepts."
• Efficient execution: With tight timelines and ambitious targets, Brand chemistry's ability to produce high-quality content quickly proved crucial.

The Sun Safe Packs offered corporate clients valuable resources for promoting skin cancer awareness in their workplaces – solving a real problem while simultaneously building MoleMap's lead generation engine.

The transformation

Six months later, Jaime was looking at numbers that transformed how her sales team operated.

380+ qualified leads generated in Australia and New Zealand  – more than the corporate division had seen from all previous marketing efforts combined.

But the impact went far beyond the lead count. "The results speak for themselves, which was exciting for the sales team who hadn't received this level of marketing support previously," Jaime shares.

The Sun Safe Packs campaign delivered multiple wins:

• Sales team energised: For the first time, the corporate sales team had a steady stream of marketing-qualified leads to work with, transforming their daily workflow from cold outreach to warm follow-ups.
• Dual-purpose assets: The packs didn't just generate new leads; they became valuable tools for existing client relationships. "We offer the kits as we're running programmes to help clients promote sun safety within their company, which has led to better uptake of our services."
• Sustained momentum: Follow-up webinars generated multiple booked sales meetings, proving the campaign's ability to nurture leads beyond the initial touch point.
• Scalable framework: "The elements are reusable, allowing us to 'rinse and repeat' the approach," notes Jaime, highlighting the campaign's long-term value.