How Molecular Devices Grew Pipeline by $1.2M with 11x’s Automated Multi-Campaign Outreach

Limited outreach capacity left thousands of qualified prospects unengaged

Before 11x, Molecular Devices relied on a small BDR team to prospect through lists of 1,000–3,000 contacts across pharma, biotech, academic, and CRO segments. With limited bandwidth, the team couldn't scale outreach without sacrificing personalization.

Personalization slowed outreach velocity across technical buyers

Molecular Devices targeted senior scientists, principal investigators, and lab managers who expected highly relevant, technically informed outreach. Generic messaging simply didn't work. The team used BDRs and SalesLoft to build pipeline, but the markets were large and differed based on region and buyer type. The sheer volume of segments across North America and Europe made it impossible to cover the full addressable market at the quality these buyers required.

“Our BDRs were stretched across thousands of contacts without the bandwidth to personalize. With only two reps, the volume of qualified prospects outpaced what any team could cover at this scale.”

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Small team constrained their ability to target and nurture their ICP

With only two BDRs globally, one in North America and one in Europe, the team could run just a single campaign at a time. Large, high-quality lists generated by the market data team often sat untouched for weeks.

As the team's responsibilities shifted and outbound coverage thinned, thousands of high-value prospects remained unengaged. Not due to a lack of data or demand, but because there was no scalable way to reach them at the quality the market required.

Automating hyper-personalized outreach at scale with Alice

Molecular Devices deployed Alice to scale outreach across product lines, market segments, and ICPs that the team couldn't cover simultaneously. Alice enabled personalized, one-to-one outreach at volume, running multiple campaigns in parallel without sacrificing relevance.

The implementation was supported by 11x with hands-on onboarding, including working directly with Molecular Devices' Salesforce admin to ensure seamless CRM integration. The team also leveraged Alice Live Web Search and advanced targeting features, allowing them to identify and engage prospects beyond their first-party data, expanding reach without relying solely on internal list generation.

With Alice handling outreach execution at scale, the team could focus on qualifying responses, prioritizing high-intent conversations, and partnering with sales on handoffs. These were activities that moved pipeline forward.Building a structured multi-campaign motion across funnel stages

Building a structured multi-campaign motion across funnel stages

Alice replaced what had been a sequential, one-campaign-at-a-time motion with a parallel execution model. The team no longer had to choose which segment or product line to prioritize, they could run them all at once.

With 11x, Molecular Devices built a structured program testing multiple audience types and funnel stages in parallel:

• Net-new outbound campaigns targeting prospects across pharma, biotech, academic, and CRO segments in North America and Europe
• Re-engagement and reactivation plays including closed-lost opportunity re-engagement and cancelled account reactivation campaigns
• Nurture campaigns with smaller, more targeted volumes for warmer audiences
• Intent-driven targeting leveraging 11x's Live Web Search and Crunchbase-based targeting to identify prospects beyond first-party data
• Experimental segmentation with product-specific lists and domain-based targeting

Campaign volumes varied intentionally, balancing large-scale plays with higher-intent, lower-volume campaigns where reply rates were stronger. This allowed the team to optimize for both reach and quality across different segments.

The team monitored positive replies daily through the platform, acting on qualified interest and entering leads directly into Salesforce. This allowed the team to maintain control and visibility while Alice handled execution at scale.

Transformed outbound into a pipeline engine that scales

After implementing 11x in August, Molecular Devices saw measurable impact within months. Alice generated 19 qualified meetings and passed them to the sales team; more than half of these converted to active opportunities.By January, these booked meetings created $1.2M in pipeline value, a 29x return on investment.

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With Alice, Molecular Devices turned outbound into a repeatable, scalable motion without adding headcount. The team gained immense leverage with the ability to experiment quickly with Alice handling all of the orchestration. This level of coverage wasn't operationally feasible before 11x.

Sales cycles in life sciences are long, with deals expected to close in H2 2026 and beyond. But the pipeline impact was immediate, and the scalability transformed how the team approached outbound.

Looking ahead, Molecular Devices is excited to activate website tracking and add another high-leverage motion to their outbound strategy. By targeting known visitors based on page-level engagement, the team can re-engage high-intent prospects with tailored sequences designed to convert interest into pipeline.

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