Thermo Fisher Scientific is the world leader in serving science. Through their premier brands Thermo Scientific, Applied Biosystems, Invitrogen, Fisher Scientific and Unity Lab Services they offer an unmatched combination of innovative technologies, purchasing convenience and
The digital marketing team at Thermo Fisher Life Sciences Solutions Group wanted to understand which companies were visiting their website and what actions were being taken. This would enable them to understand the efficacy of their digital marketing programs, which in turn would inform how their commercial strategy would move forward.
By connecting Demandbase Web Analytics into Thermo Fisher Life Sciences Solutions Group’s existing web analytics solution, the digital marketing team was able to capture account-specific information such as company name, city, country, revenue, employees, industry and audience segment for their website visitors. They were also able to assess who downloaded collateral from the site, which were the top performing content assets and what were the most commonly used search terms by each customer.
With this information, Thermo Fisher Life Sciences Solutions Group was able to convert site metrics into actionable insights. The digital marketing team is now able to create content and marketing programs that are geared to engage with accounts coming to their website. This has proven to be a competitive advantage resulting in accelerated sales cycles.