Product Marketing | Go-to-Market Strategy | Campaign Execution
Launch of Agilent 1290 Infinity II UHPLC in India
Company Overview
Agilent Technologies, a pioneering spin-off of Hewlett-Packard, is a global leader in life sciences and diagnostics, delivering precision instruments and lab solutions across pharma, biotech, and applied markets. I played a key role in the India launch of the Agilent Infinity II 1290 HPLC, driving localized product positioning and marketing analytics to support data-informed go-to-market execution.
Project Overview
The objective was to launch the Agilent 1290 Infinity II HPLC system in India and drive tangible business growth. Competing in a price-sensitive and technically demanding analytical instrumentation market, the campaign needed to extend beyond product features. It required a strategic approach to build strong visibility, develop localized messaging, and engage key decision-makers, positioning the 1290 Infinity II as the preferred choice in high-performance liquid chromatography.
Challenge
While preliminary awareness existed due to teasers and early communication within key accounts, the India/APAC region lacked an in-depth understanding of the 1290 HPLC's differentiators and value proposition.
My Role
• Competitor research - Led competitor analysis of Waters Acquity and Thermo Fisher Vanquish to identify key gaps in speed, method compatibility, service support, and compliance relevant to the Indian market.
• GTM strategy - Developed a structured GTM strategy by aligning market insights with customer pain points—positioning Agilent 1290 as the solution for high-throughput, cost-efficient, and regulation-ready performance.
• Collaborated with product managers and sales teams to align messaging with on-ground customer feedback and sales goals, ensuring campaign consistency.
• Developed marketing content, including brochures, landing pages, case studies, and email automation workflows to support lead generation and product awareness.
• Planned and executed event marketing at industry conferences, webinars, and lab demos to drive engagement and product trials.• Managed social media campaigns amplifying product visibility through thought leadership and testimonial-driven content.
Content creation, event marketing, social media, and email automation.
Strategy
• Competitor analysis to localize messaging - I compared Agilent 1290 LC with Waters Acquity and Thermo Vanquish systems to identify speed, method compatibility, and regulatory gaps in the Indian market.
• Created audience segments (research labs, hospitals, etc.) - Segmented users into pharma QC labs, academic research centers, and procurement decision-makers to tailor messaging.
Detailed Audience Segmentation & Persona
• Identified key differentiators - Mapped Agilent’s performance strengths (ultra-fast, low carryover, compliance) to unmet local needs — and positioned it as the highest-value option by balancing performance, regulatory readiness, and long-term cost efficiency
• Drafted the marketing plan, campaign theme, timeline aligned to quarterly goals, and audience journey
Execution
Integrated Marketing Approach for Agilent 1290 Infinity II LC (India Launch).
From email automation to regional demos and digital rollout, here is a deep dive into how we brought the GTM plan to life.
Metrics & Impact
1. Email Open Rate Improvement - 28 % open rate (industry avg: ~20%) achieved through subject line A/B testing and personalization (e.g., sender name, segmentation).
2. Event Attendance
• 50–60 attendees per session
• Targeted technical events/webinars saw strong engagement from QC, QA, and academic labs across Ahmedabad, Pune, and Mumbai
• High-value audience — lab managers, compliance officers, and analysts from major pharma hubs
3. Engagement on Social Posts
• 2x CTR on LinkedIn carousel ads compared to static creatives
• Campaign theme: ‘More Efficiency. More Free Time.’
• LinkedIn served as a top-performing B2B channel for thought leadership + webinar traffic.
4. Pipeline Leads / Conversions
• 25+ MQLs generated during the campaign
• 4+ demo requests logged via landing page & webinar follow-ups
• Converted into 3 SQLs shared with regional sales within 2 months
• Campaign directly influenced sales conversations in high-value pharma accounts.
5. Feedback from Product / Sales Teams
• “This is one of our most streamlined launch campaigns in India — strong creative and market alignment.” – Regional Product Lead
• “The email and standee messaging resonated well at expos — it opened doors for technical follow-ups.” – Field Sales Manager, West India
• Cross-functional collaboration was a key success factor across product, sales, and MarCom.
Skills Used
Product Marketing · GTM Strategy · Positioning · Persona Mapping · Data Interpretation · Email
Marketing · Competitive Analysis · Campaign Metrics · Stakeholder Collaboration · Market Research
Messaging · Product Launch Strategy
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