Life science research and diagnostic company Qiagen learned years ago that younger scientists were increasingly digital and weren’t interested in traditional sales methods, such as on-site visits and in-person meetings. The company needed to reach its target audience in the digital world.

As part of its digital transformation, Venlo, Netherlands-based Qiagen developed 10 new tools, including one that it calls the sales cockpit, an insight-delivering app store. As part of the effort, 10 data sources and four new data streams were combined into one analytics database. Information found there includes customers’ purchase histories, biotech domain data, funding information, published articles and crawled websites.

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