Kapstone Medical · Medical Device Manufacturing
How I Drove a 26% Increase in SQLs for a Medical Device Manufacturer
Kapstone Medical is a full-service consultancy and contract manufacturer specializing in the medical device industry. As the company aimed to expand its manufacturing capabilities and attract higher-value clients, they faced two key obstacles: an outdated digital presence and a growing volume of unqualified leads from legacy marketing efforts.
As Digital Marketing Manager, I led the full digital transformation — modernizing Kapstone’s marketing foundation and aligning its messaging with growth goals.
Scope of Work
- Buyer Persona Discovery
- Content Audit
- Competitor Analysis
- Information Architecture
- 2 Website Builds
- Messaging Framework
- SEO Strategy
- Content Development
- HubSpot Reporting
- Portal Migration
- Email Nurture Workflows
- Marketing Automation
- Custom Dashboards
The Challenge
The site read like a brochure from five years ago. I audited it top to bottom and found no clear messaging hierarchy, weak CTAs, and zero content that spoke to the technical buyers we needed to reach.
I inherited a pipeline cluttered with low-intent form fills. The sales team was wasting time on enquiries that would never convert. My first move was auditing the lead sources and identifying exactly where the disconnect was happening.
The company had no organic search strategy in place. I ran a full keyword and content gap analysis and found significant uncontested opportunity in compliance- and manufacturing-specific search terms that competitors weren't owning.
Every lead follow-up was manual. I mapped the full prospect journey and identified five key automation triggers that would allow us to scale nurture without adding headcount.
My Role
Digital Marketing Manager
- Directed two full website builds on HubSpot CMS — from architecture and wireframes through to launch
- Personally developed the SEO strategy, keyword matrix, and quarterly content plans, then wrote and published the content myself
- Hands-on implementation of HubSpot CRM, email workflows, and marketing automation — not just oversight, I built it
- Designed the reporting framework, created custom dashboards, and presented performance to leadership monthly
Strategic Initiatives & Execution
Website Redevelopment
- Partnered with leadership and sales to align on messaging, user journeys, and core feature prioritization
- Delivered a modern, mobile-responsive website clearly conveying Kapstone’s manufacturing expertise
- Built dedicated landing pages for each service line with trust elements, case studies, and strong CTAs
SEO & Content Marketing
- Conducted deep keyword research around manufacturing and compliance-focused search terms
- Developed an editorial calendar targeting ISO 13485, regulatory compliance, and similar queries
- Optimized technical SEO across service pages, improving linking, metadata, and structured data
Lead Generation & Gated Resources
- Created high-value resources: compliance checklists, whitepapers, and DFM guides
- Designed landing pages and form flows to capture qualified contact details
- Promoted offers through blog CTAs, email campaigns, and internal linking strategies
Marketing Automation
- Mapped and built every email workflow in HubSpot myself — trigger logic, branching conditions, content, and send timing all designed by me
- Launched behaviour-based drip sequences that delivered the right content at the right moment, moving leads from awareness to sales-ready
- Built custom reporting dashboards that gave leadership real-time visibility into pipeline health and campaign ROI
Results
Measurable Impact Across Every Channel
The gated content programme I designed and built out drove a direct 26% lift in SQLs — early-stage medical device companies that matched our ICP exactly.
The content strategy and articles I wrote drove a 313% increase in organic blog traffic — search-driven visits from the technical buyers we were targeting.
The website I redesigned and rebuilt dramatically cut bounce rates and increased time on site — cleaner messaging meant visitors understood Kapstone's value instantly.
The automation system I built significantly outperformed industry email benchmarks — and freed the sales team to focus entirely on high-intent opportunities.
The marketing engine I built handled qualification and nurture at scale — measurably better results, zero additional headcount required.