Case Study: Laboratory Products Association

Founded in 1918, the Laboratory Products Association (LPA) serves over 100 member companies with market information, education and opportunities to network that enables them to succeed and compete in the global marketplace.

One of the ways the LPA has positioned its members for success is through a partnership with Demand Metric that provides LPA members free access to the Demand Metric library of marketing tools and templates.

Partnership Origins

The seeds for the LPA’s partnership with Demand Metric were planted during the 2008 LPA annual meeting. Through another organization, some LPA members had experienced the value of Demand Metric marketing tools. They recommended to Clark Mulligan, LPA President, that he explore providing these tools as an LPA member benefit.

“It sounded interesting,” said Mulligan. “Part of my job is to find new ways to provide more value to LPA members. I got in touch with Demand Metric, had a few discussions about developing a partnership and launched it to our members on December 19, 2008.”

Partnership Parameters

This partnership provides each LPA member company with free access to the Demand Metric library of premium content, over 350 marketing tools and templates. LPA members can also purchase additional services from Demand Metric at a discounted rate.

Partnership Performance

With Demand Metric, LPA members have access to tools that supplement their expertise and provide shortcuts to doing things like budgeting, managing products, creating marketing plans, assessing processes, creating RFPs, tracking metrics and many other marketing tasks.

In the years since the partnership was formed, Mulligan has received favorable comments about the benefits his members are getting from Demand Metric. “It has saved them money because they haven’t had to hire outside resources, or re-invent the wheel. It is providing value to our members, especially the smaller companies who don’t have marketing resources available.”

Mulligan knows of what he speaks. Each year, he surveys his members to find out where they’re getting value from the LPA. In the most recent survey, 70% of respondents indicated they have utilized Demand Metric tools in some way. “Our members are definitely using Demand Metric and finding value in it,” said Mulligan.

Partnership Value

That the LPA continues to provide Demand Metric access as a member benefit is a testament to the value it provides. “When the relationship began, Demand Metric offered 200 tools, now there are more than 350 – it has nearly doubled,” Mulligan concludes. “I like that Demand Metric continues to be responsive to its customers and expand its offerings through additional content. Demand Metric is a source of cutting edge tools and templates. Our partnership with Demand Metric is a great business resource we can provide our members to help them improve their operations and the bottom line.”