We collaborated with QIMA Ltd, a global leader in product testing and quality inspection, to overhaul their lead generation process and fuel significant revenue growth. QIMA needed a streamlined system that would not only attract inbound leads but also qualify them seamlessly for their sales team.
By creating highly targeted bottom-funnel content and building an optimized, detail-oriented proposal form, we delivered a consistent flow of quality leads, driving 7-figure revenue growth in under a year.
Client Overview and Stats
- QIMA is a trusted name in the Testing, Inspection, and Certification (TIC) industry, helping businesses worldwide ensure product safety, quality, and compliance. Operating across 120+ countries,
- They serve over 30,000 brands, manufacturers, and retailers in the consumer products, food, and life sciences industries.
- Their unique mix of on-the-ground expertise and advanced digital solutions enables them to offer real-time, actionable quality insights.
Key Facts About QIMA
- Founded: 2005
- Headquarters: Hong Kong, with offices and labs in 60+ locations globally.
- Specialization: Lab testing, inspections, and compliance for supply chains.
- Flagship Offering: Lab testing services for product compliance and safety
- Team: 5,000+ global “Qimates” driving innovation and client-focused solutions
- Industry Leadership: Known for disrupting traditional TIC processes with a digital-first approach to compliance and audits.
The Challenge
- Complex and Fragmented Lead Process: Sales teams struggled with incomplete or vague inquiries, requiring follow-ups that slowed down response times.
- Unoptimized Content for Bottom-Funnel Audiences: While QIMA’s services were comprehensive, they lacked focused, bottom-funnel content to attract and capture decision-ready Ecommerce sellers in the U.S. and Europe.
- Inefficient Qualification: Without a standardized proposal form, prospects would often leave out critical product details, images, and specifications.
QIMA required a solution to centralize lead generation, increase lead quality, and enhance the buyer’s journey, ensuring a direct handoff to sales with minimal friction.
Key Campaign Objectives
To address QIMA’s challenges, we set clear, results-driven objectives:
- Create Targeted Bottom-Funnel Content: Develop content addressing the compliance and regulatory needs of Ecommerce sellers across key markets.
- Streamline Lead Generation: Build an optimized proposal form to capture all required details for the lab testing process.
- Enhance Sales Efficiency: Ensure sales teams receive qualified leads with complete product descriptions and mandatory image uploads.
- Establish Authority and Trust: Use educational video content to position QIMA as a trusted solution provider for lab testing services.
The Marketing Approach
To achieve these objectives, HigherUp Digital executed a multi-faceted strategy:
1. Content Creation for Bottom-Funnel Search
We produced 50+ highly specific content pieces targeting bottom-funnel search queries related to lab testing services and compliance requirements. Each piece was tailored to address pain points, regulatory needs, and decision-making factors for Ecommerce sellers in the U.S. and Europe. This included:
- Articles focused on compliance topics like “How to Ensure Product Safety Compliance for EU Markets.”
- Keyword-optimized content designed to rank for critical queries (e.g., “lab testing for product compliance”).
2. Optimized Lead Generation Form
We developed a comprehensive, user-friendly lead form that guided prospects through the quoting process step-by-step. The form required:
- Product descriptions (detailed fields to collect precise testing requirements).
- Mandatory image uploads to eliminate ambiguity.
- Smart validation logic to ensure form completion and accuracy.
This ensured QIMA’s sales team received qualified, actionable leads, drastically reducing time spent chasing incomplete details.
3. Video Content for Education and Trust
To enhance user understanding and build trust, we created educational video content explaining QIMA’s lab testing services, compliance processes, and value propositions. These videos served as powerful tools to:
- Engage prospects at the decision-making stage.
- Simplify complex lab testing topics and highlight QIMA’s expertise.
4. Custom Dashboard for Revenue Tracking
We worked closely with QIMA’s global marketing department to develop a custom dashboard for tracking revenue generated through the proposal form. This provided clear visibility into performance and ROI, aligning marketing efforts with tangible business outcomes that moved the needle.
Results & Conclusion
Our collaboration with QIMA delivered exceptional outcomes:
- Consistent Lead Generation: 50+ high-quality leads per month in the first year.
- 7-Figure Revenue Growth: The proposal form directly contributed to 7 figures in new revenue, with additional growth from new clients outside the form.
- Improved Sales Efficiency: The streamlined process enabled QIMA’s sales team to deliver fast, accurate quotes, reducing delays and manual follow-up.
- Top-Tier Content Performance: Bottom-funnel content consistently attracted decision-stage buyers, strengthening QIMA’s authority in the lab testing industry.
By addressing QIMA’s key challenges with a targeted content strategy, optimized lead generation, and sales enablement tools, we delivered measurable results that drove both revenue growth and operational efficiency.