CUSTOMER SUCCESS STORY MARKETING AUTOMATION

GE Healthcare Achieves Campaign Success and Aligns Sales & Marketing

Building a new marketing program can be exciting------and a little challenging. With so many marketing

channels and tools in the marketplace, how can you be sure to pick the right ones for your business? That

was the situation DharmaconTM faced when the brand become part of the GE Healthcare family. After

reviewing several marketing automation systems, the new marketing team chose Oracle Marketing Cloud to

help support the lab research business and help launch an entirely new CRISPR gene editing product line.

CHALLENGES

• Driving awareness and increased market share

• Building a lead model from the ground up

• Shifting culture from email blasts to triggered nurturing campaigns

SOLUTIONS • Sales enablement tools

• Targeting and segmentation

• Content marketing

• Cross-channel marketing

RESULTS • Launched 56 campaigns in the first year using the platform.

• Achieved open rates of 169% and click through rate of 36%.

• Strengthened sales and marketing alignment.

• 64% of reps believe personalization drives better discussions with customers.

After building their lead model from scratch, the marketing team used Oracle Marketing Cloud to create a

series of five personalized emails. Each email included a sales rep’s photo, signature, and contact information.

Each customer was mapped to a sales territory so the email appeared to be sent from their local sales rep.

Dynamic content was also included in the emails, based on the customer’s detailed browsing behavior

captured as Digital Body Language. The content became more specific as they moved through the sales

funnel. By accessing these behavior profiles, sales reps used Oracle to engage prospects strategically and

gain additional insights with these targeted one-off communications.

Within just eight weeks, the GE Healthcare Dharmacon marketing team was able to implement Oracle

Marketing Cloud and launch the first triggered nurturing campaign, which resulted in an open rate of 169%

and a click through rate of 36%------a significant improvement over the average open rate of 30% and click

through rate of 2% generated by previous batch and blast email campaigns. The success of this campaign not

only helped GE Healthcare gain market share and grow its gene editing business, but also served as a

catalyst for strategic change within GE Healthcare, and has strengthened the relationship between marketing

and sales.

Learn more at: oracle.com/marketingcloud

169% Life sciences company uses content marketing and personalization to create a nurturing email campaign that generates open rates of 169% and click through rate of 36%, compared to open rates of 30% and click through rate of 2% generated by traditional batch and blast campaigns.