Invitrogen increases sales leads

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 communicate on a one-to-one basis with the 400,000 scientists within life science organisations and protected from usual communications.

Main goals:

• To understand what Invitrogen's customers and prospects use to provide them with relevant and accurate scientific support.
• To find new contacts
• To develop a one-to-one opt-in relationship
• To have collected an iProfile for 75 per cent of contacts on the cleansed database.
• To increase the number of emails which are opened, read and pursued.
• To generate 350 primary leads
• To increase purchase of products online

It needed to be flexible to adapt to local cultural and data privacy issues. Invitrogen wanted to use findings to build stronger relationships with customers and help position them as market leaders.

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