Applied Biosystems Get Their Products To Broad Market Quickly

Applied Biosystems is the largest supplier of life-science tools worldwide with more than 40

,000 customers in more than 100 countries.

Prior to implementing CDC Marketing Automation, Applied Biosystems conducted very little e-mail marketing. The company had approximately 10,000 e-mail addresses in its customer database when it began using CDC Marketing Automationtoday, thanks to its growing mastery of online channels, it has almost 300,000a 3,000% increase in the company's online audience since 2000. Online marketing is now the company's primary promotional channel.

In addition to instituting an effective e-mail channel, CDC Marketing Automation helped Applied Biosystems open up lines of communication, manage events, and generate leads from the web.

Event management is another area in which Applied Biosystems is seeing the benefits of marketing automation. The company runs 100 live and online events per year. CDC MarketFirst is used to manage online registration, notifications, and reminder alerts, automating the entire registration-management process with triggered communications and follow-ups, saving time and effort on event management, which is the company's greatest lead source. The sophisticated features of CDC MarketFirst allow the company to manage complex registration conditions, such as attendees registering for multiple events at one location or multiple venues at different geographical locations, or registrants selecting a single day of a multi-day event.

Applied Biosystems also takes advantage of CDC MarketFirst surveying functionality to conduct post-event surveys, soliciting valuable feedback it uses to refine future events. It also uses CDC MarketFirst's literature fulfillment capabilities to give customers the option to download PowerPoint slides from event presenters, offering ongoing value in their post-event communications.

CDC MarketFirst has offered Applied Biosystems the scale and flexibility to match the company's growth and expanded needs. One of the company's events, for example, has tripled in size and doubled in duration, and the software has helped the company accommodate the expansion with ease.

Other Benefits include:

Online marketing grew from virtually non-existent to primary channel

Innovative products get to market faster

Sophisticated list segmentation and profiling

Marketing can track detailed metrics on inbound and outbound campaigns

Manages event registrations, surveys, reminders, and follow-ups for 100 events worldwide per year

by: CDC Pivotal CRM

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