Multi-Product Success: 60% Closed-One Rate and £2M Unlocked

The Challenge

Selling to scientists is difficult enough. Selling three different products to different scientific audiences compounds that difficulty significantly.

Molecular devices, a leading danaher company in biotech automation, faced three distinct business challenges: 

1. Generating fresh interest for established products in markets where many labs already owned similar equipment

2. Introducing new products to existing customers who knew them for something else

3. Efficiently connecting with very specific prospects in specialised labs

The Solution

We used our Priority ABX™ tech to launch one clear ABM strategy across all product types.

For mature products, we found and ranked the best-fit accounts, built a solid ABM setup, and ran campaigns across channels like email, ads, and video. We tracked results closely and used personalised outreach to boost engagement.

For new products, we used ABX data to spot key decision-makers in current accounts, wrote targeted messages, and created custom content. Then we reached out through trusted contacts and kept fast feedback between sales and marketing.

For regulated products, we focused on senior scientists in small biotech and pharma companies. We built sharp, targeted campaigns and kept improving our message based on what was working.

Simple, focused, and driven by data.

Results

The program delivered strong results across every product line. For mature products, it generated a 112% increase in pipeline and exceeded new opportunity creation goals by 300%. Outreach for new products successfully engaged 300 accounts and delivered three times the expected number of new opportunities. Regulatory campaigns achieved 66% engagement with hard-to-reach scientists and sparked 269 new account conversations. Overall, the strategy engaged 90% of target accounts and delivered a 3.4x lift in opportunity creation for regulatory-focused efforts.

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