B2B Lead Generation and Marketing Attribution for Anton Paar
Turning a library of technical webinars into tracked sales leads
TL;DR
- Problem
- Webinars, print campaigns and events couldn’t be compared because responses weren’t followed into the CRM.
- What we did
- We gated the webinar library, added QR codes and tracking links to campaigns, and connected responses to CRM opportunities.
- Result
- Web leads tripled, and one tracked webinar was linked to a deal worth more than $100,000.
- Industry
- Laboratory instruments
- Timeline
- 2016–2017
- Engagement
- Prior in-house work at Anton Paar
- Tools & channels
- CRMCMS registration formsQR codes and short links
3×
Web leads
$100k+
Deal linked to one tracked webinar
Technical content was disconnected from sales
Anton Paar hired for print ads and marketing operations. It also had years of technical webinars its customers wanted, but leadership couldn’t compare webinars, print and events, because responses weren’t followed through the CRM.
Follow webinar and campaign responses into the CRM
We put the webinar library behind registration forms built in the existing CMS and set up opportunity tracking in the CRM. QR codes and short links on print, and tracking links on digital campaigns, made responses comparable.
We also helped launch a branded Mobile Lab that visited trade shows, campuses and other venues, with its own teaser video and landing page.
How each channel was tracked
| Channel | Tracking |
|---|---|
| Print ads | QR codes and short links |
| Digital campaigns | Campaign tracking links |
| Webinar library | CMS registration forms connected to CRM opportunities |
| Mobile Lab | Scheduled visits with a dedicated landing page |
An approach other teams adopted
Legacy content turned out to produce real sales opportunities, which gave leadership a basis for shifting investment toward digital. The webinar approach was adopted as a global lead strategy, and other Anton Paar subsidiaries replicated the Mobile Lab after coverage in The Scientist.
How to read these numbers
Results come from a historical program review based on CRM attribution, which has not been independently audited. The $100,000 deal is associated with a tracked webinar, not proven to be caused by it.
Services used:Marketing analytics, attribution and reporting
