From Content to Market Leadership: How Co-Labb Transformed Rainin’s Scientific Engagement

Rainin has built its reputation on providing high-quality, precision-engineered products, specialising in liquid handling equipment. Serving a diverse range of laboratories, Rainin supports both established institutions and emerging startups with a commitment to advancing scientific accuracy and efficiency.

As Rainin’s client base continues to grow, so does their need for content that not only promotes their products but also educates and engages scientists. In a field where precision and reliability are paramount, Rainin needed more than just content; they required technical insights that resonated with and provided real value to their highly specialised audience.

Enter Co-Labb.

The Challenge

Faced with an ambitious Q1/2 content schedule aimed at engaging start-up labs, Rainin sought to produce several high-quality whitepapers that would speak directly to their audience of academic researchers, lab technicians, and scientists. The challenge was twofold: they needed writers who could convey complex scientific concepts in a compelling way, and they required subject-matter experts who understood the nuances of laboratory pipetting and liquid handling. 

Rainin’s in-house team of marketing professionals had struggled to create content that connected with their audience on a deeper level. They needed authoritative, value-driven content that would not only highlight key trends in laboratory practices but also provide practical, actionable insights. Meeting the content deadlines was critical to ensure the success of their early 2023 marketing campaign.

Terry Peckham - Global Marketing Communications Manager

The Solution

In response to Rainin’s urgent need, Co-Labb quickly mobilised to design, write, and deliver three comprehensive whitepapers within a tight timeframe - just several weeks. Drawing on our in-depth understanding of the scientific landscape, we crafted content that both informed and engaged, addressing pressing issues faced by scientists in new academic labs or start-ups.

In just 3 weeks, we delivered a multi-piece whitepaper campaign:

Guide: Tactics for Reducing Plastic Waste in the Lab

With sustainability becoming an increasingly critical topic in laboratory management, this whitepaper focused on actionable strategies to minimise plastic use.

Liquid Handling Strategies for New Labs: Meeting Time to Market Goals

This whitepaper addressed the unique challenges new labs face when balancing speed and precision in liquid handling. We outlined best practices that would allow startup labs to streamline their processes without sacrificing the accuracy and reliability required to meet their research goals.

Improving Data Reproducibility: Strategies for Achieving More Reliable Pipetting

Recognising that reproducibility is a critical issue in scientific research, we created a whitepaper focused on improving data reproducibility through various techniques, including liquid handling.

Terry Peckham - Global Marketing Communications Manager

The Results

The collaboration between Rainin and Co-Labb delivered transformative results, enabling Rainin to meet its Q1 content objectives, establish a more authoritative voice in the market, and significantly increase inbound leads. The content developed through our partnership significantly boosted engagement with their target audience, positioning Rainin as both a thought leader and a reliable resource for lab professionals.

In addition to these whitepapers, Co-Labb provided strategic support for Rainin’s broader content needs, creating product presentations, user manuals, and technical documents. Our rapid turnaround and quality output helped solidify a strong working relationship, with Co-Labb now managing much of Rainin’s ongoing content campaigns. 

Terry Peckham - Global Marketing Communications Manager

In the highly specialised world of laboratory instrumentation, accurate, engaging, and educational content is vital. With Co-Labb’s support, Rainin was able to elevate their content strategy, deliver valuable insights to their audience, and strengthen their overall market presence.

Message from the Co-Labb Co-founder

"It has been an absolute pleasure to build such a strong relationship with Rainin over the past two years, and I’m excited to see where this partnership takes us in the future. What started as a single whitepaper commission has grown into a truly collaborative and close working relationship. Travelling to California last year to work on their Q4 campaign was a highlight—it was fantastic to finally meet the team in person and combine our expertise to deliver a standout campaign."

Dan Sheridan, Co-Labb Co-founder