Lead Gen Strategy: Mixing Conferences, Referrals, and Outreach

Let’s be honest, most of us in CDMO business development aren’t suffering from a lack of contacts. We’re suffering from a lack of qualified ones.

It’s easy to get buried in cold leads, follow-up tasks, and CRM noise that feels like motion but doesn’t move the needle.

A modern lead gen strategy can’t lean on just one source. Conferences, referrals, and outbound outreach each have strengths, but also very real limitations.

This week, I’m at ChemOutsourcing in New Jersey, and I’m reminded how powerful it is when all three channels work together. Here's how I approach it.

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1. Conferences: Relationship Builders, Not Just Badge Scanners

The ROI from conferences doesn’t come from the number of meetings—it comes from the quality of the post-event engagement.

If you're going to ChemOutsourcing, DCAT, or BIO, make your list of targets before you arrive. But also leave space to discover new players you hadn’t considered. The most valuable meetings are sometimes the ones you stumble into by asking a good question at the right booth.

BD Tip: I always leave room in my schedule for relationship-building over coffee, not just demos and decks.

2. Referrals: The Gold Standard (But Not a Scalable Strategy)

Nothing converts faster than a warm intro. But if you're waiting on referrals alone to fill your pipeline, you’re gambling on someone else’s calendar.

Ask happy clients for intros at key inflection points like after a successful batch release, not at kickoff. And return the favor. A good referral network is built on reciprocity.

BD Tip: Make it easy for others to refer you. Send a 1-paragraph blurb about what you do and who you help.

3. Outreach: Still Alive (If You Do It Right)

Cold outreach still works, but only if you ditch the generic blast messages. Your email should sound like a real person wrote it (because, ideally, one did).

Personalization doesn't mean mentioning their alma mater. It means speaking to their program, stage, or challenge.

BD Tip: Instead of “we’d love to earn your business,” try: “We work with several early-stage biotechs who were navigating similar Phase 1 timelines and facing challenges around fill volume flexibility. If that’s something on your radar, I’d be happy to connect.”

It’s specific, but not pushy. And it shows you're thinking like a partner, not a pitch deck.

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When All Three Work Together

The sweet spot? You meet someone at a conference, stay in touch on LinkedIn, then follow up months later with a personalized note tied to their funding milestone.

Or: You’re introduced by a current client, and your outreach becomes a warm intro with context.

Strong lead gen isn’t about picking one channel. It’s about layering them intentionally, so no opportunity is left cold for long.

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If you’re at ChemOutsourcing this week and want to swap ideas, let’s connect!

And if you're looking to build a more strategic, sustainable approach to biotech partnerships from that first touchpoint to final signature check out my course: “Ask Smarter, Close Sooner: The Strategic Conversation Guide for CDMO BD Pros”. It’s built for pros like you who want to move beyond transactional selling and close more deals with less noise.

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For more insights and personalized support in CDMO business development, visit www.yourpharmagirl.com and follow Your Pharma Girl on LinkedIn. Whether you need sharper outreach, stronger pipelines, or better conversion strategy, I’ve got you covered.