Challenge

Increase sales of Agilent "consumable" laboratory supplies. (Consumable are reagents, sample trays, vials, etc.).

Action

Created a laboratory buyer segmentation based on industry and "buying role" that drove customized communications and targeted specific industries with specific messaging..

Results

Campaigns provided 30% increase in consumable sales over control.

Tactics

• Business to business direct sales of "consumables" for Agilent laboratory equipment.
• Created a business segmentation and customized communications to increase sales of consumables.