Event marketing · Product launch

Launching the ICP-MS 9500, one market at a time.

A rolling seminar series introducing Agilent's new ICP-MS 9500 to customers across the US and Canada — 30 seminars and counting in H2, each pairing technical education with direct access to Agilent's product and service experts.

Agilent ICP-MS 9500 NPI seminar invitation header

682

Leads generated across the series

126

New contacts captured

113

Sales opportunities created

$5.4M

Currently in open opportunity value

An additional $450K has already closed won. As capital equipment purchases, ICP-MS deals typically move through longer, multi-quarter sales cycles — the open pipeline above reflects opportunities still actively progressing, not stalled ones.

Rolling out a new instrument platform isn't a single event — it's a sequence, repeated 30+ times.

Phase 1

Build the story

Worked with product marketing to translate the ICP-MS 9500's technical capabilities into a seminar narrative that made sense to lab managers and scientists, not just engineers.
Phase 2

Localize and schedule

Coordinated venue selection, regional targeting, and Eloqua-driven invitation campaigns across US and Canadian markets to fill seats with the right audience in each region.
Phase 3

Deliver the experience

Combined technical presentations with live product demonstrations and hands-on time with the new instrumentation, backed by Agilent's product specialists and field service engineers.
Phase 4

Convert the interest

Handed qualified leads to sales with context from the seminar itself — critical for capital equipment deals, where the sales cycle plays out over multiple quarters rather than days.

Launching the ICP-MS 9500, one market at a time.

Rolling out a new instrument platform isn't a single event — it's a sequence, repeated 30+ times.

Build the story

Localize and schedule

Deliver the experience

Convert the interest