Agilent

A virtual success

The interactive experience PARTNERS+simons created for Agilent Technologies' metabolomics research solutions generated between 75% and 100% of all the marketing-generated metabolomics sales for the first six months of FY2008 and performed up to 263% over plan in qualified sales opportunities.

Agilent, the global technology leader in laboratory measurement, wanted to establish its expertise in and commitment to the emerging field of metabolomics while promoting its comprehensive offering of products and solutions. They looked to PARTNERS+simons, its agency of record, for an innovative approachone that positioned Agilent as a partner who truly understands the needs of metabolomics researchers.

Our solution was a virtual metabolomics laboratory: a rich interactive experience that immerses visitors in the world of the researcher, introducing them to the concepts of metabolomics workflow and associated tools for success. The site also includes a peer-to-peer community component that allows visitors to see and hear the firsthand experience of metabolomics researchers.

The lab was an instant hit with researchers, generating a volume of qualified sales opportunities that exceeded expectations in every global region. Agilent’s director of worldwide marketing operations said, “Metabolomics is one of the highest impact campaigns (we’ve) ever deployed, generating a sizeable new funnel for all our business in the Americas, EMEA and Asia.”