Problem

Metiri Group had purchased multiple laboratory companies across the United States and needed communications to activate the markets.

The data for customer and prospect lists was outdated and decentralized.

A centralized contact database did not exist.

Metiri Group was unable to communicate to segmented target markets with specific problem/solution messaging.

Overview

A plan was developed to activate the target markets with email marketing and marketing automation.

Accurate, centralized, and segmented lists were created. 36,000 contacts were developed nationally.

36,000 contacts were developed from 5 unique laboratory ERP systems and consolidated.

Activate curated contact lists via digital campaigns to generate marketingqualified leads (MQLs).

We developed segments of target audiences by geography, job title, and buyer persona.

Action

A segmented and personalized email program was developed for each target market and channel.

Personalized email with problem/solution messaging to segmented target audiences.

Solutions

Hubspot Email Marketing Program

Launched Hubspot Professional Marketing Hub for marketing automation and email nurture program.

Data Optimization

Segmented lists of clients and contacts were developed to activate personalized campaigns.

Personalized Email

Problem/solution messaging with conversion-optimized landing pages were designed to activate specific target audiences for specific services.

Outcome

Activated each laboratory’s geographical market.

Over 170,000 emails sent

25 unique campaigns with over 90
unique emails and messages.

Up to 42%

conversion rates achieved

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Metiri Group Email Campaign

Case Study

Email Marketing Program for National Laboratory Firm

Problem

Overview

Action