Using Oracle Eloqua Marketing Automation, the Covance marketing team developed and executed a multi-channel campaign targeting the top 40 pharmaceutical organizations. They introduced a new differentiated messaging framework tailored to each unique pharmaceutical company and won them over with relevant content informed by what their customer data told them. Using account based marketing strategies, the team went to market with a smart and scalable campaign, which included hyper-targeted placements. In two months, they generated more than 12 million impressions, a 61% increase in leads, a 12% increase in ROI, and positively changed brand perception by +5% year-over-year.