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Agilent Optimizes its Global Digital Marketing Strategy with ON24

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Results:

25

ON24 digital experience templates built in 12 different languages

Better reporting with insights from ON24 regarding page hits and conversions by region

Time saved with a knowledge repository for future ON24 project managers and license holders

About Agilent:

Name: Agilent

Headquarters: Santa Clara, CA

Founded: 1999

Employees: 16,000+

Industry: Manufacturing (Biotechnology)

Analytical scientists and clinical researchers worldwide rely on Agilent to help fulfil their most complex laboratory demands. The company’s instruments, software, services, and consumables address the full range of scientific and laboratory management needs—so its customers can do what they do best: improve the world around us.

Introduction:

Agilent provides laboratory solutions to meet a full spectrum of requirements. The organization works closely with customers to help address global trends that impact human health and the environment, and to anticipate future scientific needs.

Agilent’s solutions improve the efficiency of the entire laboratory, from sample prep to data interpretation and management, enabling insights for a better world. To drive product demand, showcase innovation and increase revenue, the company needed to transform its digital marketing strategy to better reach its large and diverse audience.

“Our campaigns need to be carefully tailored to be relevant to many external stakeholders,” said Edina Sehovic, Digital Media Global Manager at Agilent Technologies, Inc. “Our targeting needs to be surgically precise in terms of our content’s relevance to all of the audiences we regularly talk to.”

Name: Agilent

Headquarters: Santa Clara, CA

Founded: 1999

Employees: 16,000+

Industry: Manufacturing (Biotechnology)

Analytical scientists and clinical researchers worldwide rely on Agilent to help fulfil their most complex laboratory demands. The company’s instruments, software, services, and consumables address the full range of scientific and laboratory management needs—so its customers can do what they do best: improve the world around us.

Agilent provides laboratory solutions to meet a full spectrum of requirements. The organization works closely with customers to help address global trends that impact human health and the environment, and to anticipate future scientific needs.

Agilent’s solutions improve the efficiency of the entire laboratory, from sample prep to data interpretation and management, enabling insights for a better world. To drive product demand, showcase innovation and increase revenue, the company needed to transform its digital marketing strategy to better reach its large and diverse audience.

“Our campaigns need to be carefully tailored to be relevant to many external stakeholders,” said Edina Sehovic, Digital Media Global Manager at Agilent Technologies, Inc. “Our targeting needs to be surgically precise in terms of our content’s relevance to all of the audiences we regularly talk to.”

Problem:

Third-party vendor webinars with lacklustre results

Two years ago, Agilent did an in-depth analysis of its webinar strategy, which at the time mainly relied on third party vendors. Through this analysis, the company discovered that while its spend on third-party webinars had been continuously increasing over the past several years, new contacts as a result of these marketing efforts were actually declining. Agilent was also facing rising costs for every new piece of content created, but lower content quality. 

“All of these inputs combined signalled that change was needed. So, we embarked on a mission to start seeking the right solution for our organization,” Sehovic said.

It was time for Agilent to create a system of engagement, and own end-to-end digital experiences directly in house.

“We can see from the digital experiences we’ve already launched through ON24 that it’s so easy to engage with the audience in multiple ways and to get quality data right away.” 

EDINA SEHOVIC
 DIGITAL MEDIA GLOBAL MANAGER, AGILENT TECHNOLOGIES, INC

Solution:

A global in-house digital experience strategy driven by data

Agilent went through a long review period involving numerous digital experience vendors and platforms. In the end, the company decided to purchase ON24 Webcast Elite, ON24 Connect, ON24 Engagement Hub and ON24 Target.

The organization chose ON24 for two important reasons. Due to the nature of Agilent’s business and its global presence, data is extremely valuable. Agilent needed to keep its existing infrastructure intact and work seamlessly with  its Oracle Eloqua marketing automation platform. Any new solution needed to pass data to  Eloqua perfectly and quickly, which ON24 Connect does.

Second, Agilent wanted to improve the quality of the registrants attending its webinars and engage with them in a better and more insightful way than the company was able to do with WebEx or its previous third-party vendors.

 

A global in-house digital experience strategy driven by data

Agilent went through a long review period involving numerous digital experience vendors and platforms. In the end, the company decided to purchase ON24 Webcast Elite, ON24 Connect, ON24 Engagement Hub and ON24 Target.

The organization chose ON24 for two important reasons. Due to the nature of Agilent’s business and its global presence, data is extremely valuable. Agilent needed to keep its existing infrastructure intact and work seamlessly with  its Oracle Eloqua marketing automation platform. Any new solution needed to pass data to  Eloqua perfectly and quickly, which ON24 Connect does.

Second, Agilent wanted to improve the quality of the registrants attending its webinars and engage with them in a better and more insightful way than the company was able to do with WebEx or its previous third-party vendors.

 

Over a period of six months, Agilent seamlessly implemented ON24. “This process was an intense but rewarding journey and we learned a lot,” Sehovic said. “We dedicated ON24 resources and project managers to each region and team. This is especially important for large companies who do business globally.”

Building the right infrastructure from the outset helped Agilent get its digital experiences off the ground successfully. This included creating unique digital experience templates for every region in various languages, each with a cohesive visual identity to ensure global brand consistency. In total, Agilent now has 25 templates in 12 different languages spanning 5 geos

“We can see from the digital experiences we’ve already launched through ON24 that it’s so easy to engage with our audience in multiple ways and to get quality data right after each webinar,” Sehovic said.

With each digital experience, Agilent continues to learn how to better utilize ON24 Target pages to create personalized content that accelerates buying journeys. “From what we’ve seen so far, we’re beyond happy. With the templates available, we can easily build a Target page in a matter of minutes, then get a campaign going,” Sehovic said.

Results:

Using the ON24 Platform has enabled Agilent to save time on training staff to create digital experiences. The company now has a knowledge repository with FAQs stored in a shared location accessible to future ON24 project managers and Agilent marketers.

In addition, ON24 offers Agilent better reporting to make smarter business decisions, including the ability to see how different media tactics contribute to page hits and conversions on a regional level. “This helps us build easy, but insightful reports on a daily basis and distribute them across our organization, lessening the burden on our ON24 regional project managers,” Sehovic said.

Agilent has also achieved greater internal alignment with the ON24 Platform, which allows for high-level metrics to be accessible to all of the company’s marketing stakeholders. Moving forward, Sehovic’s team is keeping their eyes on the financial ROI to see how in-house ON24 digital experiences perform compared to the previous third-party platforms the company has used.

“It’s really important for us to be able to make our ON24 high-level metrics accessible for all of our marketing stakeholders.”

 

EDINA SEHOVIC
DIGITAL MEDIA GLOBAL MANAGER AGILENT TECHNOLOGIES, INC.

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