“Content is king,” but using it to win sales requires figuring out when and how to serve it up to effectively engage customers, said Meeta Kratz, head of strategy, commercial marketing and data science at Thermo Fisher Scientific Inc., during a keynote presentation at B2B Next 2020.

Meeta Kratz, head of strategy, commercial marketing and data science, Thermo Fisher Scientific

Thermo Fisher, a manufacturer and marketer of scientific laboratory equipment and related consumable products with $25.5 billion in sales last year, is improving how it uses digital technology and data systems to better engage customers.

“We’re constantly looking at new technologies to advance our business, and data science is part of it,” she said.

Thermo Fisher uses data about its customers’ buying behavior and purchasing journeys, as well as information on its products, pricing and financial records, to determine how and when to serve up product recommendations across multiple channels, including its CRM system, the site-search results on its ecommerce site, and internet search results.

The data science strategy has shown strong results in helping Thermo Fisher’s salespeople better connect with customers. “That is really where the data science platform has thrived,” Kratz said. She attributes the success in large part to her company’s focus on customer engagement as a primary metric. “Because we did that, we’ve been incredibly successful in installing data science within our sales organization, leveraging the platforms they use today” including CRM.

“We piece together customer behavior across all channels and serve up the right recommendations,” Kratz said.

In addition, Thermo Fisher uses the data science platform to not only recommend products but to also include other pertinent resources and content that can help to complete a sale.

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