Data-Driven Marketing Transformation
How Levered modernized Anton Paar's traditional marketing approach by implementing measurement frameworks that proved digital ROI and transformed organizational culture.
At a glance
3×
Web leads growth
$100k+
Single-webinar deal closed
Print → Digital
Budget shift
Capabilities used
The problem
• Anton Paar had a deep technical webinar library — years of expert content — sitting ungated, untracked, and invisible to their CRM. • Marketing was long biased toward print and events, with no attributable pipeline from digital activity. • Digital was treated as experimental, not strategic — leadership had no data to justify reallocation. • Strong content existed but wasn't packaged as demand generation, so it couldn't be measured like a channel.
The fulcrum
The highest-leverage change we could make
• Ran an honest A/B test: digital vs. print with real instrumentation — QR codes and bit.ly links on print, UTMs on all digital inventory — so lead quality could be compared, not just clicks. • Built a gated webinar repository with CRM monitoring, turning existing technical content into a measurable lead generation channel. • Launched a Mobile Lab: a branded experiential RV scheduled at trade shows, college campuses, and breweries — expanding organic reach and creating new prospect touchpoints. • Every channel was instrumented so leadership could see qualified leads per dollar, not just activity.
Applying force
What happened, and what we scaled into
• Web leads tripled — digital programs repeatedly out-produced print on qualified leads per dollar. • A single instrumented webinar closed a $100K+ deal that would have been invisible under the old model. • The webinar strategy was adopted globally by Anton Paar after the pilot proved legacy content could still generate 6-figure deals. • The Mobile Lab was picked up by The Scientist Magazine and replicated by other Anton Paar subsidiaries — the model scaled beyond the engagement.
Why this matters
• Anton Paar already had the expertise and the content. What they didn't have was a system to make it measurable. • Once leadership could see digital outperforming print on qualified leads per dollar, the budget conversation changed permanently — not because we argued for it, but because the data made it obvious. • Most B2B companies with deep technical expertise are sitting on ungated, untracked content that could be generating pipeline right now. • The question isn't whether to invest in digital. It's whether you can prove it's working — and build the infrastructure to keep proving it.
Most engagements fail at the handoff between strategy and execution. Levered doesn't hand off — we own both.