Realized Business Value

Picarro is a leading provider of solutions to measure greenhouse gas (GHG) concentrations, trace gases and stable isotopes across many scientific applications including indoor/outdoor air quality and climate change.

Their portfolio enables scientists around the world to measure GHGs, trace gases and stable isotopes. Picarro’s industrial solutions range from leak detection technology for utility companies, trace gas analysis for semiconductor fabrication, pharmaceutical isolators.

Picarro is one of the world’s leading manufacturers of gas analyzers that measure greenhouse gas concentrations, trace gases, and stable isotopes across many scientific applications including indoor/outdoor air quality and climate change. 

  • Easy-to-build email, landing page, offer templates
  • Decrease duplicate work, drive engagement
  • Segmented automation easier focus high-value prospects
  • Aggregated engagement insights help Picarro team

Siiri Hage

Director of Marketing Communications

Challenge

Picarro is leveraging Act-On to create and execute highly engaging personalized digital experiences for both prospects and customers. 

With three divisions and a presence at over 40 trade show events each year, Picarro uses segmented automated email messaging programs to encourage their prospects and customers to engage with them at these in-person industry conferences.

These campaigns are segmented by traditional demographic and firmographic information, as well as by whether the recipients are new prospects or existing customers. 

Most importantly (and effectively), they’re using Act-On’s automation features to segment by email and online engagement to deliver more targeted communications based on how their recipients are interacting with Picarro’s messaging.

By using Act-On to deliver these digital communications, Picarro has seen a significant spike in engagement, attendance, and marketing qualified leads (MQLs). And by leveraging email and landing page templates within the Act-On platform, Picarro’s marketing team is able to replicate their efforts efficiently and consistently — which strengthens brand continuity, reduces manual efforts, and improves productivity.

Approach

Picarro wanted to deliver targeted automated messaging to engage with the right people at the right time, specifically those communications related to their robust event marketing initiatives. 

They knew that securing valuable event RSVPs and attendance would translate to increased and improved facetime with key customers and prospects, streamlined logistics, and more importantly, generate meaningful MQLs. 

Every year, the marketing team at Picarro, led by Siiri Hage (Director of Marketing Communications), attends dozens of in-person conferences to create brand awareness and network with their target audiences, build and strengthen relationships and partnerships, and drive more engagement around their products and services. 

In the past, however, Picarro was relegated to generic communications that lacked personalization and led to static lead generation and attendance at their corresponding receptions and tours.

In an effort to overcome these inefficiencies and streamline new business value, Siiri and her team began vetting potential marketing automation vendors. 

In addition to Act-On, she had previous experience using Hubspot, Marketo, and Eloqua but found our platform especially cost-effective and easy to use. “I’d used Act-On in the past and was very pleased with the inviting and intuitive interface,” Siiri said.

So, after re-engaging with the Act-On team, she decided to move forward with our growth marketing solution due to its strong features and functionality. 

“We were really attracted to Act-On’s Active Pricing model, which only charges us based on the contacts we are actively marketing to instead of our entire database.”

Act-On gave me the ability to create and manage custom lists with personalized messaging. We’ve seen a major uptick in our event registration and attendance – as well as a 75% increase in MQLs from our largest event.

Siiri Hage

Director of Marketing Communications

Pain Points

  • Increase registration + attendance in-person event
  • Segmenting audiences, personalized messaging
  • Personalized messaging due to lack of engagement data
  • Manual repetition of resources
  • Improved level of prospect communication consistency

We were really attracted to Act-On’s Active Pricing model, which only charges us based on the contacts we are actively marketing to instead of our entire database.

Siiri Hage

Director of Marketing Communications

Results

“We’re really happy with how we were able to use Act-On to drive some impactful engagement at this year’s AGU meetings,” said Siiri. “And now we’re hoping to re-use many of the same templates and strategies for our other events in the future — especially the demographic and engagement segmentation.”

By using Act-On to plan, execute, and optimize their event marketing communications, Picarro has seen a major increase in event engagement, attendance, and marketing qualified leads. Advanced segmentation based on digital behaviors and email engagement enabled them to deliver more targeted and relevant messaging to their priority prospects and customers, and Act-On’s email and landing page templates helped ensure a compelling customer experience and consistent branding across the board. As a result, they achieved a 29% increase in factory tour attendance, a 56% increase in VIP reception attendance, and a 75% increase in total leads generated during the AGU Fall Meetings in 2019.

Moving forward, Siiri and the team at Picarro are eager to continue improving their event marketing efforts by using the lessons they learned and the campaigns they developed using Act-On. According to Siiri, “The Act-On platform helps us do so many new and exciting things. It has all of the features and functionality we need to deliver targeted messaging to segmented audiences to ensure engagement and increase qualified pipeline.”