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
Impact
- Business Units aligned on toolset and processes
- Dashboards and analysis revealing deep insights
- Average time to market for campaign launches from 4 months to just 1 month
- Website traffic from new-visitors up 31%
- 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
31%
Increase in new-visitor site traffic
