Agilent optimizes its global digital marketing strategy with ON24

Agilent provides laboratory solutions to meet a full spectrum of requirements. The organization works closely with customers to help address global trends that impact human health and the environment, and to anticipate future scientific needs.

Agilent’s solutions improve the efficiency of the entire laboratory, from sample prep to data interpretation and management, enabling insights for a better world. To drive product demand, showcase innovation and increase revenue, the company needed to transform its digital marketing strategy to better reach its large and diverse audience.

“Our campaigns need to be carefully tailored to be relevant to many external stakeholders,” said Edina Sehovic, Digital Media Global Manager at Agilent Technologies, Inc. “Our targeting needs to be surgically precise in terms of our content’s relevance to all of the audiences we regularly talk to.”

A global in-house digital experience strategy driven by data

Agilent went through a long review period involving numerous digital experience vendors and platforms. In the end, the company decided to purchase ON24 Webcast Elite, ON24 Connect, ON24 Engagement Hub and ON24 Target.

The organization chose ON24 for two important reasons. Due to the nature of Agilent’s business and its global presence, data is extremely valuable. Agilent needed to keep its existing infrastructure intact and work seamlessly with  its Oracle Eloqua marketing automation platform. Any new solution needed to pass data to  Eloqua perfectly and quickly, which ON24 Connect does.

Second, Agilent wanted to improve the quality of the registrants attending its webinars and engage with them in a better and more insightful way than the company was able to do with WebEx or its previous third-party vendors.

Over a period of six months, Agilent seamlessly implemented ON24. “This process was an intense but rewarding journey and we learned a lot,” Sehovic said. “We dedicated ON24 resources and project managers to each region and team. This is especially important for large companies who do business globally.”

Building the right infrastructure from the outset helped Agilent get its digital experiences off the ground successfully. This included creating unique digital experience templates for every region in various languages, each with a cohesive visual identity to ensure global brand consistency. In total, Agilent now has 25 templates in 12 different languages spanning 5 geos.

“We can see from the digital experiences we’ve already launched through ON24 that it’s so easy to engage with our audience in multiple ways and to get quality data right after each webinar,” Sehovic said.

With each digital experience, Agilent continues to learn how to better utilize ON24 Target pages to create personalized content that accelerates buying journeys. “From what we’ve seen so far, we’re beyond happy. With the templates available, we can easily build a Target page in a matter of minutes, then get a campaign going,” Sehovic said.