Best use of data in a B2B marketing campaign 2007 - Winner

Best use of data in a B2B marketing campaign

Winner: Invitrogen

Agency: eMarket2

Campaign: iProfile

Invitrogen supplies products to every major laboratory worldwide. It has a $1.3 billion turnover, over 4800 employees, a portfolio of over 25,000 products and operates in more than 50 countries. It needed to be able to communicate on a personalised one-to-one basis with the 400,000 scientists worldwide who are hidden within life science organisations and protected from normal sales and marketing communications. The main aim of the campaign was to make such communication possible and successful.

The objectives of the campaign, its metrics and budget were all available to the judges of the B2B Marketing Awards and the campaign was assessed accordingly. Client confidentiality, however, restricts publication in their entirety.

The main campaign goals were:

- To understand more about what science Invitrogen's customers and prospects are using in order to provide them with relevant and accurate scientific support