For more than 80 years, Beckman Coulter has been dedicated
to empowering discovery and scientific breakthroughs
as a trusted partner to life science researchers in
academic and commercial laboratories. Beckman Coulter’s
instruments, systems and tests help streamline processes
to enhance efficiency, reduce costs and speed the delivery
of results.
With a broad and deep product and services portfolio that
had to be marketed to a variety of global life sciences
customers, and the always-pressing need to generate
more qualified leads, marketing executives at Beckman-
Coulter turned to Biocompare for help.
Biocompare Product Listings Provides Extensive Exposure
Patrick O’Donnell, Director of Global Marketing Operations
at Beckman-Coulter Life Sciences, said that the company
took advantage of the Product Listings program in
Biocompare’s comprehensive Product Directory, where life
scientists come to quickly and easily research and compare
the features, specifications, and companies behind
more than 7 million product listings from over 400 global
suppliers. Leads are generated when the user clicks on the
request information or request quote buttons and fills in
their information.
“Our main objective was to increase the qualified leads we
give to our sales team,” O’Donnell said. “Our corporate
website is our main lead generation source, and the product
listing on Biocompare helps to boost our multichannel
marketing efforts.”
O’Donnell said they began to list a number of their products
on Biocompare and were pleased and surprised with
the quality of the results. He explained how lead management
and measurement worked at Beckman-Coulter:
Marketing generated opportunities and the sales team
had the option to accept or reject those opportunities,
depending on how strong they were. Once accepted,
leads were put into the company’s CRM system and
tracked through the sales cycle, which can take as long as
six months for some products.
Positive, Measurable Marketing ROI
In less than eight months of exposure through Biocompare’s
Product Directory, O’Donnell said Beckman-
Coulter gained a total of 155 leads.
“Seventy percent of those leads were accepted by the
sales team into the sales funnel,” O’Donnell said—a high
percentage of qualified leads. “These leads represented
about $6.9 million in funnel opportunity, and $1 million
in revenue was won from it.”
“It all comes down to the strength of the opportunities,”
O’Donnell stated. “How serious are these people that are
requesting quotes through Biocompare. We concluded
the Product Listings are working very well for us.”
Given their recent success on Biocompare, Beckman-
Coulter has been adding more products to the
listings.
In summarizing the overall relationship, O’Donnell said
the Biocompare team is very passionate about their business
and their product. “They are very accommodating.
They work hard to demonstrate the value of their products
and services.”