Case study · B2B marketing technology
MilliporeSigma · Connected Lab and BrightLab
One marketing tech pod.
4.5× the leads.
MilliporeSigma’s Connected Lab sells digital lab software to scientists and lab managers. Its marketing ran across disconnected tools and teams. Dr. Wilhelm von Mayer, now CEO of Mayab Media, led a marketing technology pod that put content, ads, ABM, testing and reporting under one roof.
This work was led by Dr. Wilhelm von Mayer for MilliporeSigma’s Connected Lab business, before Mayab Media was founded. The same methods now power Mayab Media’s work.
Results
What changed.
Source: Connected Lab Marketing Pod results review, April 2022. Figures are approximate, as reported internally at the time.
The challenge
Never-ending silos.
No connected data.
Digital marketing, analytics, data, visualization, CRM and SEO each lived in their own tool, often with their own team. Data didn’t flow between them.
That meant slow launches, leads that waited days for a response, and no single view of which campaigns, accounts and content actually produced pipeline.
The solution
Many tools and channels
under one roof.
We built a marketing technology pod: one small team that owned the whole stack and connected it end to end.
| Function | Tools |
|---|---|
| CRM | HubSpot |
| Contact management | Salesforce |
| Content management | WordPress |
| Account-based marketing | DemandBase, UpLead, LinkedIn Sales Navigator |
| Data routing | Zapier (API) |
| Analytics and tags | Google Analytics, Google Tag Manager |
| Data warehouse | Palantir |
| Reporting | Tableau |
| SEO and content research | SEMrush |
| Paid channels | Google, Bing, Yahoo, LinkedIn via Sprinklr |
| UX testing | VWO |
What we did
Five workstreams,
one team.
- 01
Smart content
Topics picked with SEMrush by audience interest, search volume, difficulty and what competitors already paid for, to build topical authority. Articles covered RFID lab labels, good laboratory practice, lab revenue and efficiency, lab safety, ISO 9001 audit checklists, GxP compliance and lab inventory.
- 02
Data-based campaigns
An omnichannel funnel from awareness to sale: LinkedIn, Google, Microsoft, webinars, email, newsletters, retargeting and display, leading to demos and trials. Budgets moved to the best days, hours and devices.
- 03
Talking to the right people
Targeting by industry (pharma, biotech, software, manufacturing, healthcare and more), job function, seniority and in-market segments, aimed at executive, technical and operational buyers.
- 04
Site experimentation
A/B and multivariate tests in VWO, deployed in minutes instead of weeks, to lift click-through, product views, leads and sales.
- 05
Precision ABM and reporting
DemandBase, UpLead, HubSpot and Sales Navigator to choose accounts, read intent and reach the buyers. A Tableau dashboard tracked accounts, campaigns, channels and lead stages in one place.
Firsts
Firsts for the
organization.
First business unit to adopt DemandBase
Connected Lab was the first business unit to run B2B account-based marketing on DemandBase.
First business unit to deploy VWO
The first to run UX testing with VWO, moving tests from weeks to minutes.
“Lab Talk”
The pod created “Lab Talk”, and the ACE team wanted to expand it to other business units.
New SEO rankings
Smart content earned BrightLab rankings for search terms the organization did not rank for before.
Why it worked
Lessons you
can reuse.
One team owns the stack
When the same people run the CRM, ads, site and reports, fixes ship in days, not quarters.
Connect the data first
Routing leads and events between tools is what made the 3-minute response and the dashboard possible.
Pick content with data
Topics chosen by demand, difficulty and competitor spend earned rankings the brand did not have.
Spend on the right people
Account and job-title targeting put budget on buyers, which is how cost per lead came down.
Want a marketing team
that runs like this?
We bring the same pod model to growth-stage B2B and life-science companies. Start with a free audit of your ads, tracking, CRM and content.