Anton Paar

The Company

Anton Paar develops, produces and distributes highly accurate laboratory instruments and process measuring systems, and provides custom-tailored automation and robotic solutions.

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The Ask

Anton Paar needed a marketer to help with print ads and marketing operations.

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The Opportunity

  • We identified that Anton Paar was ready for a digital transformation of their marketing strategy.
  • After discovering a goldmine of technical webinars that their customers and prospects would love to access, we began developing their roadmap.

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The Process

A/B testing digital vs print

  • We delivered on their initial request by reviewing and creating all HTML emails, print, and digital advertisements in the U.S.
  • In addition, we began tracking their performance by using QR codes, bit.ly links in print, and tracking links in digital inventory.
  • This allowed us to tell a compelling data story to leadership when defending our investment in digital vs print.

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Lead generation

  • We began testing a gated repository for these videos and helped them develop a system for monitoring opportunities in their CRM.
  • We explored outside webinar hosting tools and sponsored webinars but instead leveraged their CMS to create registration forms.

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Experiential Marketing

  • We helped them develop an experiential Mobile Lab that we scheduled at trade shows, college campuses, and breweries. We were responsible for creating the teaser video, designing the branded RV, and developing the landing page.
  • This substantially increased leads, and even though we weren’t able to visit all prospects, they were able to travel to our scheduled locations and start exploratory conversations with our sales teams.

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The Results

  • The digital transformation added more color to the source of opportunities for sales leaders.
  • Webinars were adopted as a global lead strategy for Anton Paar after they observed legacy content could still lead to 6-figure deals.
  • The Mobile Lab increased their organic reach and was picked up by publications such as The Scientist Magazine. This strategy was also replicated by other Anton Paar subsidiaries. https://www.youtube.com/watch?v=8u9cGZmhGis

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