26% INCREASE IN SQLS FOR A MEDICAL DEVICE MANUFACTURER

Growth-Driven Design
Buyer persona discovery
Content + collateral audit
Competitor analysis
Information architecture
2 website builds

Content Marketing
Messaging framework
Organic + technical SEO strategy + implementation
Quarterly content strategies + plans
Content development + design + publishing
Reporting: HubSpot + Google Analytics

Technical HubSpot Consulting
HubSpot portal migration + implementation
Email nurture workflows
Marketing automation infrastructure
Custom reporting dashboards

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aimed to expand its manufacturing capabilities and attract higher-value clients, they faced two key obstacles: an outdated digital presence and a growing volume of unqualified leads from legacy marketing efforts.v
My Role as a Digital Marketing Manager

The Challenge

  • Outdated Website: The existing website did not reflect Kapstone’s advanced manufacturing capabilities or expertise.

  • Low-Quality Leads: Most inbound leads were misaligned with the company's ideal customer profile.

  • Lack of SEO & Content Strategy: Limited visibility on search engines and little engagement through content.

  • Manual Marketing Processes: No automation in place to qualify or nurture prospects at scale.

My Role as Digital Marketing Manager

I led the full digital transformation effort, focusing on modernizing Kapstone’s marketing foundation and aligning its messaging with growth goals. My responsibilities included:

  • Overseeing a complete website redevelopment

  • Leading SEO and content marketing strategy

  • Implementing HubSpot CRM and marketing automation

  • Creating performance dashboards and lead generation campaigns

Strategic Initiatives & Execution

Website Redevelopment

Channel: Web, UX/CMS
To establish a strong digital foundation, I led the redesign and development of Kapstone’s website on HubSpot CMS.

  • Partnered with leadership and sales to align on messaging, user journeys, and core feature prioritization

  • Delivered a modern, mobile-responsive website that clearly conveyed Kapstone’s expertise in medical device manufacturing and consulting

  • Built dedicated landing pages for each service line, integrating trust elements like case studies, accreditations, and strong CTAs

SEO & Content Marketing

Channel: Organic Search
With the new site in place, I launched a long-term inbound content and SEO strategy to increase visibility among high-fit prospects.

  • Conducted deep keyword research around manufacturing and compliance-focused search terms

  • Developed an editorial calendar with topics such as “medical device design controls,” “ISO 13485 manufacturing partners,” and “regulatory compliance for startups”

  • Optimized technical SEO across service pages, improving internal linking, metadata, and structured data

Lead Generation & Gated Resources

Channels: Owned Web, Organic, Email
To convert growing traffic into qualified leads, I implemented a gated content strategy.

  • Created high-value resources—compliance checklists, whitepapers, and DFM guides

  • Designed landing pages and form flows to capture contact details

  • Promoted these offers through blog CTAs, email campaigns, and internal linking strategies

Marketing Automation

Channel: Email/HubSpot Workflows
To scale follow-up and nurture leads more effectively, I implemented HubSpot CRM and marketing automation.

  • Built email workflows triggered by content engagement and form submissions

  • Launched behavior-based drip campaigns to deliver targeted content and deepen engagement

  • Developed real-time dashboards to track campaign performance and lead progression

Results

  • The new website dramatically improved user experience, boosting time-on-site and reducing bounce rates. Enhanced clarity and navigation helped pre-qualify visitors, reducing low-intent inquiries and form spam.

  • Organic blog traffic increased by 313%, driven by keyword-optimized articles that addressed industry-specific challenges and buyer queries. This elevated search presence and brought in more qualified visitors.

  • The gated content strategy contributed directly to a 26% increase in SQLs, attracting high-quality leads from early-stage medical device companies through valuable and relevant resources.

  • Email engagement significantly outperformed industry benchmarks. Automation streamlined lead nurturing and allowed the sales team to focus on high-intent prospects, improving conversion efficiency without additional headcount.