How a Healthcare Software Company Used Behavioral marketing to Exceed Lead Targets by >100%
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The document details how a healthcare software company, led by Jeremy Mason, successfully utilized behavioral marketing strategies to achieve over 100% of their lead targets. Key challenges included low engagement rates and competition from well-known market players, which were addressed through persona-based marketing and targeted content campaigns. As a result, the company saw substantial increases in opportunities, engagement, and campaign responses, highlighting the effectiveness of personalized and event-triggered marketing approaches.
How a Healthcare Software Company Used Behavioral marketing to Exceed Lead Targets by >100%
- 1. Session Title How a Healthcare Software Company Used Behavioral Marketing to Exceed Lead Targets by Over 100% JEREMY MASON Director of Demand Generation SCI Solutions
- 2. Jeremy Mason Director of Demand Generation SCI Solutions
- 3. Background
- 7. Challenge
- 8. 8 Challenge All players are known Players are publicly listed Competitors target them across the health system software spectrum Low open and click rate across the industry Legacy database had low mailable rate
- 10. Campaign Step 1: Identify personas Step 2: Map content against matrix Step 3: Gauge engagement and desirability Step 4: Implement agile drips and socialize sales
- 11. 11 Segment into buying committee Customers Executive CFO CEO CIO/CTO Influencer Provider Patient Rev Cycle
- 12. 12 Segment into buying committee Customers Executive CFO CEO CIO/CTO Influencer Provider Patient Rev Cycle
- 13. 13 CFO profile • 15 or more years of experience • Post-graduate education • Background in finance and medical administration • Former medical doctor/hospital administrator • Concerned about profitability risk (related to scheduling) • Concerned with network leakage, predictable pipeline, repeat business • Makes sure that hospital will receive payment for service
- 14. 14 Persona research Industry standard databases employed to determine influencer roles and departments Data.com provided volume expectations for decision makers LinkedIn for role volumes at hierarchical levels on strategic accounts Internal data on closed/won ops was also used to determine who came into the deal where
- 15. Campaign Step 1: Identify personas Step 2: Map content against matrix Step 3: Gauge engagement and desirability Step 4: Implement agile drips and socialize sales
- 16. 16
- 17. 17 Marketing channel planning worksheet
- 19. Campaign Step 1: Identify personas Step 2: Map content against matrix Step 3: Gauge engagement and desirability Step 4: Implement agile drips and socialize sales
- 20. 20 Profile Grade Score Rating >F >=5 COLD >C >=15 WARM >A >=5O HOT Service-level agreement (SLA) with Sales around rating system Profile Grade: How do we feel about them? Scoring: How do they feel about us? Rating: How relevant are they to Sales?
- 21. Campaign Step 1: Identify personas Step 2: Map content against matrix Step 3: Gauge engagement and desirability Step 4: Implement agile drips and socialize sales
- 22. 22 Nurturing (unknown) Nurturing (influencers) Email: CFO Infographic PNM VideoEmail: “Got Referral Probs?” All NGHS Vid Baptist Vid (lite-TBd) Click Open No Webinars Email: Case Study Archive No Email: Webinar Archive No Email: Get a Demo? No Assign to Sales Open Email: Webinar Invites Click Click +5 +15 +20 +5 +5 +20 +5 Yes Submit Form? +50 +25 +5 No Email Email +5 Score Role in Rating System: Hot: Score >=50, Task Email to Sales Warm: Score >=15 and active within 25 days, assign to sales Cold: Score >5, eligible for reporting Email: “Becker’s Webinar Archive” Open +5 Pause: 10 days Pause: 6 days Pause: 4 days Pause: 2 days Pause: 3 days Pause: 3 days Pause: 7 days Pause: 16 days Pause: 2 days Email: Toolkit No Onslow PDF +5 Email Pause: 3 days All Behavioral flow • This email quantifies impact of problem with an infographic • This email legitimizes urgency of problem from executive perspective with an industry journal webinar • This email use the subject line to identify those prospects interested in solving the problem
- 23. Align creative +10 10 + B = Cold
- 24. Align creative +10 20 + B = Warm
- 25. Align creative +15 35 + B = Warm
- 26. Align creative +15 50 + B = Hot
- 27. Align creative 50 + B = Hot
- 28. Results
- 29. 29 Initial results • 35% growth in opportunities attributed to electronic marketing programs • Open rates increase from 0.4% to 4% after second drip • Automatically validated email for 130,000 records 288 Sent to Sales 894 Infographic Opens 724 PNM Video Opens
- 30. 30 2015 – Year over year • 132% increase in campaign responses • 30% increase in funnel velocity for electronic leads • Exceeded 2015 MQL target by 31% • 34% reduction in billable database • First-time email was significant as an “attributable” campaign type (0% to 40%)
- 31. Key takeaways We must transcend intuition to connect our customers with what they want, when they want it. Trust and timing are everything. Personalization + even triggers = behavioral marketing.