Supporting research that transforms lives.
Life Sciences Company powers e-learning and customer acquisition with Adobe Learning Manager.
Life Sciences Company
Employees: 7,000+
Builds trust with customers through expert learning experiences
Objectives
Increase brand recognition as the company adopts a new name
Stand apart from competition by demonstrating a commitment to knowledge
Use training as part of a customer acquisition strategy
Results
Creates an integrated digital learning hub combining sales, marketing, and web capabilities
Builds trust with customers by showcasing expertise through learning
Uses automated workflows to engage with prospects and create strong sales leads
Works with real-time analytics to understand demands of learners globally
Scientists, researchers, and innovators worldwide rely upon this leading life sciences company for equipment, applications, accessories, and services used in laboratories, research, and treatments worldwide. Its customers are busy people undertaking work that saves and transforms lives. They are also lifelong learners who have an appetite for education. They want to know more about how equipment, tests, and applications work. They want to know how they can use instruments more efficiently, get the most accurate results, and troubleshoot problems to keep their research running.
“Our customers always want to learn,” says the company’s Customer Digital Education Leader. “As our company starts a new era, we thought about what the new brand should mean. Expertise, knowledge, quality — those are the core aspects of our company. We decided that a renewed focus on training and education would be a strong part of our brand identity.”
The Customer Education initiative is a major focus for the life sciences company to engage customers and help raise awareness of the new brand. The company chose Adobe Learning Manager as the enterprise-grade learning management system (LMS) that serves as the background of the company’s digital hub of learning excellence.
“Adobe understands how big enterprise systems work. Built-in workflows make our lives a lot easier, as we don’t need to spend time and resources manually extracting data or tying systems together. Everything just works.”
Customer Digital Education Leader
Creating a fully integrated learning hub
The life sciences company wanted to reach the widest possible audience. With that in mind, the company wanted a learning hub that was integrated into the website, fully searchable, and distinctly branded. Adobe Learning Manager is built on a strong philosophy of extensibility via APIs that allow the LMS to integrate with other enterprise martech solutions and offer an integrated Digital Learning hub.
“Adobe understands how big enterprise systems work,” says the company’s Customer Digital Education Leader. “Built-in workflows make our lives a lot easier, as we don’t need to spend time and resources manually extracting data or tying systems together. Everything just works.”
To enroll in an e-learning program, customers fill in a web form with their name and email address. Using an Adobe API embedded in the website, this information is automatically fed into Adobe Learning Manager to create a new user record. Once customers are registered in the Learning Manager system, they can follow the link to their online course. Integration with the Sitecore content management system allows users to view the entire course directly through the company website.
“The webpage and course materials are all company branded,” says the company’s Customer Digital Education Leader. “Learners don’t even know that it’s all being powered by Adobe Adobe Learning Manager. They just see one seamless online experience.”
The name and email address entered into the form are then fed into Salesforce. If the information matches an existing Salesforce record, the record is updated with information about enrollment and course completion status. Otherwise, a new Salesforce record is automatically created.
Sales and customer service representatives can use the learning information in Salesforce to create more personalized customer experiences. For example, if a customer service representative notices that a customer has taken a course, they can build upon this foundational knowledge by offering more advanced suggestions and tips to help the customer find an answer faster.
The Salesforce information also gets pushed into matching customer records in Marketo Engage, which begins engaging the learner with automated marketing campaigns. A welcome email thanks the learner for enrolling in a course. A follow-up email reminds the learner about any unfinished courses. The company can also use customer intelligence to recommend courses. If a customer downloads a white paper about affinity chromatography, Marketo Engage might send an email suggesting that the customer take a chromatography course.
“Learning content plays a critical role as a content piece at the top of our funnel,” says the company’s Customer Digital Education Leader. “With integration between Marketo Engage and Adobe Adobe Learning Manager, we can use insights to score leads, personalize campaigns, and better prioritize sales efforts on highly engaged customers and prospects.”
“We’re not pushing products on customers. We’re delivering reliable, honest educational experiences with the goal of showing that the company can be a trusted brand and partner to serious research.”
Customer Digital Education Leader
Delivering learning experiences that customers demand
The life sciences company has e-learning courses powered by Adobe Learning Manager on topics ranging from practical tips and troubleshooting to advanced techniques and best practices. The e-learning courses will serve as a complement to in-person training courses. While in-person learning provides more hands-on training opportunities, e-learning is much more flexible, allowing busy researchers to continue their training with a lower time and cost investment.
“While our e-learning courses play a role in generating leads and building brand recognition, it’s critical that our training focuses on education, not sales,” says the company’s Customer Digital Education Leader. “We’re not pushing products on customers. We’re delivering reliable, honest educational experiences with the goal of showing that the company can be a trusted brand and partner to serious research.”
Adobe Analytics, part of Adobe Analytics Cloud in Adobe Experience Cloud, plays a role in helping the company plan learning. The real-time customer insights allow the company to understand what questions customers are asking, indicating what types of learning courses might be appreciated. The life sciences company also tracks how many learners come from different countries, which can help the company decide which courses to localize and into what languages.
“Adobe Analytics is at the heart of everything we do, helping us track website visitor behavior in a very granular manner,” says the company’s Customer Digital Education Leader. “Combining the power of Analytics with Learning Manager allows us to gather rich insights around customer data, which helps us further prioritize efforts for learning, sales, and marketing.”
“Whatever direction our learning program takes, we feel confident that Adobe Learning Manager will continue to help us deliver reliable learning experiences that encourage customers to recognize us as an expert partner.”
Customer Digital Education Leader
Expanding customer outreach through learning
The company plans to continue expanding its e-learning program, both through more courses and greater functionality. With Adobe Learning Manager, the company may start generating certification for learners who want proof for their employers that they have completed additional training. The company also plans to experiment with gamification by giving learners a score that they can use to compare their training performance to other participants. Taking advantage of the digital medium, the life sciences company may also start inserting elements such as virtual reality and augmented reality into learning for even more engaging courses.
“Currently all of our e-learning courses are offered for free, but according to our surveys, 38% of our customers would be happy to pay for high-quality educational content,” says the company’s Customer Digital Education Leader. “It’s possible that we might offer paid experiences in the future and invest those fees into creating more intensive learning experiences. Whatever direction our learning program takes, we feel confident that Adobe Learning Manager will continue to help us deliver reliable learning experiences that encourage customers to recognize us as an expert partner.”
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