Midlab | Asen Marketing


Midlab® is an industry-leading manufacturer of cleaning chemicals and solutions. Over the last 3 years, Asen and Midlab have collaborated on a variety of comprehensive marketing campaigns designed to help their team meet short and long-term goals.

Being a fully-integrated, collaborative marketing partner means we understand the importance of efficiency and open communication. We continuously act as an extension of Midlab’s internal team to make their jobs easier, their operations more efficient, and their marketing more effective.

What We Do

Complete Rebrand
Website Development
Lead Generation
Sales Strategy
Email Marketing
Digital Marketing
Product Campaigns
Print Collateral
Social Media
Tradeshows Booths
Ongoing Strategy
Market Research

And so it begins!

When Midlab first came to Asen, they had a dire need for help in both the marketing and sales departments. With no formal sales strategy or process in place and little knowledge of marketing to multiple audiences, Asen knew exactly what to do first – a marketing plan! So that’s where we began…

After many conversations with key members of their team, in-depth online and on-site research, and the development of various audience, industry, and competitor profiles, Asen was ready for phase 2 of the marketing plan: the development of a comprehensive marketing calendar.

Becoming an “Everything Clean” Advocate

Asen proposed a calendar full of actionable items for both teams, spread out over a feasible, yet efficient period of time. The calendar included priority items, such as the development of a formal sales strategy and process, lead generation process, and a complete rebrand that would both inspire their internal team AND paint Midlab as the industry thought-leader they desired to be.

Original Logo
Updated Logo

Audience-Driven, Industry-Specific Campaigns

Once the rebrand was complete, we were ready to help Midlab go to market (*applause*)! Because they serve many audiences, ranging from Building Service Contractors (BSC’s) to Long-Term Care Facility Distributors, developing industry-specific marketing campaigns that resonated with each unique audience was critical to helping them achieve their goals.

As an example, one industry-specific digital campaign used a combination of Google, Facebook, and Linkedin to attract and qualify 276 leads interested in Midlab products!

Introducing Innovation

Along with their awareness-building, industry campaigns, our team noticed a need to create market disruption. With our help, Midlab proudly launched the innovative PLUS Label System™. These universally-understood labels are now featured on all of Midlab’s Maxim-brand cleaning products and are taking the industry by storm!

In fact, one highly-targeted PLUS Label System Facebook campaign utilizing video resulted in 222 product sample requests in just 5 short months.

Between the PLUS Label System, Facility+™ (their one-step cleaner and disinfectant), and their exclusive FlexMax Packaging™, Midlab and Asen continue to create market disruption with new innovations designed to make cleaning easier, safer, and more efficient for the user.

How We Continue to Help

Today, we continue to serve as a fully-integrated, collaborative extension of the Midlab team.

Driving Qualified Leads

With their new sales strategy, sales process, and lead generation process in place (and some awesome updated branding!), we’re able to continue supporting their team in their efforts to generate new leads and efficiently handle follow-up communications. From developing industry-specific lead lists to implementing partially-automated drip campaigns, Asen continues to help the Midlab team get qualified leads in the door without wasting time on tedious, inefficient tasks like cold-calling.

Maintaining a Strong Brand Presence

In addition to helping their sales team, we also manage Midlab’s social media pages, create fresh content, design trade show booths, produce high-quality photography and videography, maintain their ongoing digital and email marketing campaigns, and more!

But because it’s very much a team effort, their team is essential to accomplishing set goals. After all, no one knows Midlab like Midlab! Internally, their marketing team handles label printing, graphic development (using templates our team created to help save on time), and more.

Rewarding Results for Both Teams!

Over the last few years, Midlab and Asen have collaborated on reaching countless new and ongoing awareness, sales, and overall company goals.

Together, our teams thrive as one forward-thinking, unified group of experts. They help their customers keep Everything Clean, and we help their revenue progress in a positive direction. Moving forward, Asen is committed to helping Midlab find continued success by being a dedicated partner on future marketing efforts.

At the end of each day, helping Midlab grow while still keeping #EverythingClean is our job, and we sure do love what we do!

Interested in working with us?

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