Case Study: Molecular Devices accelerates pipeline and revenue growth with Terminus Account-Based Marketing

Driving engagement, revenue, and pipeline with strategic Account Based Marketing

Molecular Devices, a life sciences instrumentation company, needed to scale its go-to-market across independently operating business units while unifying messaging and driving new pipeline. Facing three distinct challenges—growing demand for mature products, rapidly positioning a newly acquired product, and targeting smaller, regulatory-driven accounts—Molecular Devices tapped Terminus and agency partner Khronos to implement an Account-Based Marketing (ABM) strategy.

The team deployed a full-lifecycle ABM program—programmatic display, multichannel advertising, personalized email, and 1:1 BDR outreach—built on tight ICPs, role-based messaging, and data-driven optimization. Within eight months the program engaged 90% of the target account list, delivered 189% of pipeline goals and strong closed-won performance, with use-case results including a 112% pipeline lift and 300% new-opportunity attainment for mature products; 300 engaged accounts and 260% lift for the new product; and two-thirds target engagement, 269 conversations and 3.4x opportunity creation for smaller accounts—leading to program expansion and industry recognition.

Molecular Devices

Gianni Guerriero

Molecular Devices