Case Study: Bio-Rad Laboratories
The Challenge
Bio-Rad Laboratories manufactures and distributes a broad range of products for the life science
research and clinical diagnostic markets. Bio-Rad began the process of looking for a new
Marketing Automation system in early 2012, after
migrating to Salesforce.com in 2010. Bio-Rad has
a distributed marketing team with field
“From my research on the platforms and
marketing organizations across the globe.
maturity of the marketing automation
Corporate marketing wanted to empower the
industry, we knew Marketo could be
field marketing teams to run their own local
campaigns utilizing Marketing Automation and
deployed without professional services.
build expertise about revenue marketing in each
But we wanted to transform into revenue
team. They also needed to improve the results
marketers, and we needed help to make
and effectiveness of their marketing efforts in
sure the transformation roadmap was
order to support the revenue goals for each
highly aligned with our existing systems,
region and product line.
The Solution
people, and processes. As I was looking
for services, I found the Pedowitz Group
was knowledgeable and experienced in
marketing automation and CRM.”
Bio-Rad knew that in order to effectively deploy
Marketing Automation, the organization needed
to transform with a focus on sales and marketing
– Shawnn Smark, Group Marketing Leader,
alignment as well as revenue targets. Bio-Rad
Bio-Rad Laboratories
needed an efficient process to evaluate the
strengths and potential growth areas for each field
marketing team, roadmap how to improve field
marketing processes and execution, and create effective, results-driven marketing campaigns in a
short period of time. While looking for a partner to assist with the transformation roadmap, BioRad realized that practical expertise in a wide variety of environments with Marketing
Automation, sales automation and marketing strategy was critical for their success in reaching
lead, quote and revenue goals.
For the first time ever, we were able to
look at an existing marketing
campaign and determine how many
closed won opportunities resulted.
– Shawnn Smark
Bio-Rad engaged the Pedowitz Group to perform
three global Revenue Marketing Transformation
(RMT) Workshops for the North America, Europe
and Asia Pacific regions. The goal of each
workshop was to create a strategic action plan for
improving the process and execution of marketing
campaigns, and help the field marketing teams
succeed in reaching their region’s revenue targets.
Through this process, each field marketing team
learned best practices for revenue marketing, launched their first revenue-focused marketing
campaigns, and created the tools to analyze and measure the success of their campaigns
effectively, while improving alignment with the sales team in each region.
The Results
Bio-Rad engaged the Pedowitz Group for several projects during 2012: three RMT Workshops,
ongoing retainer services to support the marketing teams with campaign execution best practices
training, developing the Bio-Rad revenue model, and defining the customer lifecycle.
Corporate Results
The Pedowitz Group worked across the Sales and Marketing organizations to define a Revenue
Model to help Bio-Rad visualize their customer lifecycle and launch lead scoring across the globe
to improve sales and marketing alignment. They also created a service level agreement (SLA) for
lead processing and follow-up to improve sales workflow and efficiency. With the new lead
scoring in place, the sales organization is able to focus their attention on the most qualified and
engaged leads, and save resources by focusing on the opportunities that are likely to close in the
shortest time frame. In addition, the global implementation of Marketing Automation has
jumpstarted global sales automation adoption, standardized sales processes, and increased usage
of Salesforce.com.
Key Benefits

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47% conversion rate, 6 times expectations, for the first North American campaign
17% conversion rate and 47% of new prospects generated through social channels
alone in Asia Pacific
Transformed marketing strategy from region and product focus to sales and revenue focus
Improved marketing metrics and reporting for revenue attribution for marketing
North America Results
The North American Marketing team was the first group in Bio-Rad to complete the RMT process
and launch a marketing campaign. The Pedowitz Group collaborated with the Bio-Rad team to
develop a campaign targeted at the end-user with an effective call to action: an infographic and a
poster. With the RMT process, Bio-Rad wanted to deploy new marketing tactics that were more
social and shareable. Since Bio-Rad’s sales cycle is about 2 years, getting their target audience
excited and engaged was the key to success. The campaign’s offer helped to accelerate sales
opportunities that were languishing by showing Bio-Rad’s long history of technical innovation, to
help enhance the prospect’s awareness of Bio-Rad the innovator. This offer had a 47% conversion
rate for download requests, and audience engagement was six times higher than expected for the
campaign.
Asia Pacific Results
The Asia Pacific marketing faced different challenges than the North American team. After the
Pedowitz Group completed the RMT, they discovered that APAC’s overall data quality was lower
than that of the North American group. Many of the contacts did not have email addresses or
complete address information. Based on these findings prior to campaign launch, Bio-Rad and the
Pedowitz Group completed a contact enrichment project to fill in the gaps in data and planned a
marketing campaign with the goal of enhancing data quality. The multi-format campaign included
emails and postcards to direct prospects to request a poster. This ongoing campaign has a
conversion rate of 19%. This campaign was also launched across targeted social media channels,
including Facebook, Twitter, LinkedIn and Google+. Social channels generated 17% of landing
page conversions, and 47% of the new prospects.
Europe Results
Bio-Rad has just launched the European RMT campaigns, and are awaiting the results for this
campaign launch. With the success in North America and Asia, the European team is excited to
measure their successes in the new year.
Lessons Learned
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Before getting started, be introspective about your organizations processes, strengths, and
weaknesses
Identify internal project champions to ensure things move ahead efficiently
Improve sales and marketing alignment with joint participation from sales and marketing for
campaign planning
Be willing to change and adapt
Next Steps
Bio-Rad continues to work with the Pedowitz Group to complete the global RMT sessions in Asia
and the South Pacific and is looking forward to reviewing each campaign’s successes and
challenges to relay best practices to the global marketing teams.
As Bio-Rad adopts revenue marketing across the globe, the organization is focused on global
adoption of the Marketing Automation and CRM platforms to improve marketing and sales
alignment in all of its regions.
About Bio-Rad Laboratories
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. The company is renowned worldwide among
hospitals, universities, major research institutions, as well as biotechnology and pharmaceutical
companies for its commitment to quality and customer service. Founded in 1952, Bio-Rad is
headquartered in Hercules, California, and serves more than 100,000 research and industry
customers worldwide through its global network of operations. The company employs over 7,100
people globally and had revenues exceeding $2 billion in 2011. For more information, visit
www.bio-rad.com.
About The Pedowitz Group – Connecting Marketing to Revenue™
The Pedowitz Group, an Inc. 500 company, is the world’s largest full-service Revenue Marketing
Agency. A two time Pacesetter winner, The Pedowitz Group helps global clients transform their
marketing organizations from cost centers to revenue centers by assessing and optimizing six
controls: strategy, people, process, technology, content and results. As the authority on Revenue
Marketing Transformation™, the company has helped over 1,000 clients begin the journey to
driving predictable, repeatable and scalable revenue results. The Pedowitz Group customers have
won over 20 nationally recognized awards for their Revenue Marketing excellence. For more
information on how The Pedowitz Group helps clients become successful Revenue Marketers®,
visit www.pedowitzgroup.com or call us at 855-REV-MKTG or visit blog.pedowitzgroup.com.