Oracle Customer Success — Thermo Fisher Scientific

Thermo Fisher Scientific

Fisher Science Education Uses Marketing Automation to Grow Customer Base

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Discerning the needs of a micro-segmented customer base requires access to better metrics faster. Fisher Science Education—a distributor of science supplies to school systems—came to this realization when subscription rates of its customer publication, Headline Discoveries, plateaued. The company has produced a printed version for more than 10 years and it remains the sales team’s tool of choice. But content development along with printing and distribution costs became prohibitive. So the company decided to invest in a digital marketing automation solution.
 
Challenges
  • Expanding the reach of a successful customer-facing publication
  • Profiling publication readers to deliver more targeted content
  • Tracking publication ROI
  • Content marketing
  • Data management
  • Progressive profiling
Results
  • Increased email subscriber opt-in rate by 55%
  • Grew annual revenue by 7.5% compared with 0% to 2% competitor growth
  • Gained a reputation with suppliers as the leading marketer in the industry

Execution

Fisher Science Education uses Oracle Marketing Cloud to engage customers throughout the annual buying cycle. The marketing team uses top content from the quarterly print publication to create a mid-funnel nurturing campaign. Prospects who opt in to the monthly emails receive bite-sized, repurposed content based on preferred interests and timely events such as earth science articles in April to coincide with Earth Day. The content is updated and reorganized for each customer as their profile becomes more detailed from trigger campaign data. Additionally, the company uses Oracle Marketing Cloud to offer co-op advertising opportunities to suppliers. 
 
The campaign results were quite remarkable. Fisher Science Education gained 30,000 new email subscribers in one year, achieving a 55% increase over the previous year’s baseline. Annual revenue increased by 7.5% and was well above competitor earnings. Perhaps the most surprising aspect is the benefit to suppliers. Those that participated in the co-op advertising program experienced an average revenue growth of nearly 18%. Also, many suppliers now view the company as a marketing leader in their industry, and rely on them as their main marketing resource.

About Thermo Fisher Scientific

Headquarters

 
Waltham, Massachusetts

Oracle Solutions Used

Published:  Apr 29, 2016