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Bio-Rad

With Marketo, there are really no limits to your campaigns creativity. We are looking at what other people are building with this tool and it inspires us to push the limits on the kinds of intelligence we can gather from our customers and the types of campaigns we can run. That’s what’s fun about Marketo being such an open platform.

bio rad photo of renaud bizet responsable crm et business intelligence marketing du groupe Renaud Bizet
CRM & Business Intelligence Manager - Group Marketing
Bio-Rad Laboratories

Highlights

  • Increased click through rate by more than 30%
  • Closed 38 opportunities, driving over $800K in revenue with just one campaign

Challenges

 

Bio-Rad Laboratories, Inc. (NYSE: BIO and BIOb) has remained at the center of scientific discovery for more than 50 years, manufacturing and distributing a broad range of products for the life science research and clinical diagnostic markets. Prior to Marketo, Bio-Rad used single e-blasts to inform customers about new products and sales promotions. Response rates were not where the company wanted them to be and leads were being manually tracked in Excel, which was cumbersome and meant the trail had often gone cold by the time Sales received leads. Bio-Rad also lacked a platform for sales and marketing to communicate and work together, creating a disjointed campaign planning process. Bio-Rad sought a comprehensive method of targeting leads and delivering messages quickly and efficiently to a much larger audience while aligning with their sales organization. Marketo provided Bio-Rad with a fully integrated, global enterprise solution.

Solution

 

Bio-Rad was able to roll out Marketo in approximately two months across all its sales regions--North America, Europe, Japan, Asia Pacific, China, and Latin America. Bio-Rad now has over forty people actively using Marketo around the world with another twenty who interact with Marketo less regularly. Rather than single e-blasts, Bio-Rad now creates campaigns with targeted messaging to drive greater results and a higher level of engagement. Bio-Rad also focuses on identifying ways to accelerate opportunities that are identified as showing interest in specific products. Bio-Rad uses Marketo to engage these customers through four email touch points, each with gated downloads that used progressive profiling to collect increasing amounts of data. Bio-Rad also set up a fast track responder for customers ready to be contacted by a sales representative. This way, Bio-Rad ensures that no lead is left behind.

Benefits

 

By simply leveraging Marketo to move from an e-blast method to a nurturing one, Bio-Rad closed 38 opportunities for an additional $826K in revenue with just one acceleration campaign. Bio-Rad has also increased their click through rate by 30%. In addition, Marketo has helped Bio-Rad bring Sales and Marketing together. Teams that once had little to talk about are now strategizing on campaigns together and aligning on ideas for capturing things like lead activity. Bio-Rad says the organizational improvement has been one of the biggest impacts since moving towards a more digital marketing approach. The Marketo platform is also creating synergy between the corporate and regional marketing groups, which have already been able to reduce campaign and content redundancies across the organization.

“With Marketo, there are really no limits to your campaigns creativity. We are looking at what other people are building with this tool and it inspires us to push the limits on the kinds of intelligence we can gather from our customers and the types of campaigns we can run. That’s what’s fun about Marketo being such an open platform.”