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Bio-Rad

ACCELERATING REVENUE AND TIME TO MARKET WITH A DIGITAL MARKETING FOUNDATION

Overview

Bio-Rad Laboratories is a manufacturer of products for the life science research and clinical diagnostics markets. Its marketing teams faced several challenges including:

  • Operating with small teams in divisional silos
  • Looking for ways to get campaigns to market faster
  • Campaigns were often ad hoc and inconsistent, lacking segmentation
  • The buyer journey was disjointed across many websites, and the teams struggled to connect datapoints and attribute conversions back to marketing channel investments

Solutions

  • Qualitative and quantitative assessment of Analytics, MarTech stack, Audience & Customer Data and Marketing Channels including Email, SEO, Paid (SEM and programmatic) and Trade publications
  • Evaluated use of tools including Marketo, Adobe Analytics, Kenshoo, BrightEdge and SEMRush
  • Digital marketing assessments of each business unit led to recommendations and a roadmap that evolved each business unit’s marketing efforts over time. The roadmap also laid out a sequential, actionable plan for building a digital marketing foundation over time
  • Digital marketing foundation including tracks for Email, SEO, Data Intelligence (Adobe Analytics and Power BI connecting marketing analytics to business data) – resulting in alignment of campaign goals and revenue at global & regional levels
  • Education, change management, and alignment as 3 Business Units moved to adopt a single newly defined digital marketing foundation
  • Go to market process defined for product launch campaign strategy & planning
  • Ongoing digital marketing services for demand generation including campaign planning, development and execution across multiple channels, analytics and insights

Platforms

  • Marketo
  • Adobe Analytics & Power BI
  • Kenshoo
  • BrightEdge
  • SEMRush

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Impact

  • 3 Business Units aligned on standard digital marketing toolset and processes
  • Dashboards and analysis revealing deep insights into campaign performance and channel attribution
  • Launching campaigns 3x faster – with average time to market for campaign launches from 4 months to just 1 month
  • Website traffic up 116% overall, driven by campaign based site traffic growing at 6000%+, now a significant contributor
  • Campaign performance improvements include open rate increase of 135% and CTR increase of 60%.

3x

Faster campaign time to market

116%

Increase in site traffic, driven by campaign-based activity