Analytical Biological Services (ABS) provides custom biological materials (cells, tissue, and biofluids) and services for biomedical research and diagnostics laboratories throughout the world. After consistent growth since being founded in 1990, ABS set a primary goal in 2018 to establish marketing processes and put metrics in place to measure ROI. A central pillar of this new initiative was a new, modern, marketing-focused website.
The site's mission is to clearly present a picture to the company’s multiple audiences of what ABS does and provide clarity on the exact services they offer. Also, with the integrated HubSpot platform, all aspects of the website, analytics, and conversions are easy to track and it’s much easier for ABS to track ROI going forward. As part of the site launch, SmartBug also completed a branding and style refresh for the ABS brand. With the launch of the website, the 2018 marketing initiative got off to a great start.