Crm sales funnel for healthcare

How to create outlook signature

[Music] foreign [Music] Institute I'm Carly Grant and before I introduce our speaker today I'd like to remind you all that we offer many resources for entrepreneurs that are just getting started applications are always open for our startup operation support for your legal IP to incorporation and your quality management questions through this resource Hub you'll connect with one of our partners who is an expert in supporting your health Tech startup the link is in the chat below and in case you haven't heard our annual Rosamund Symposium on June 13th and 14th in San Francisco's Mission Bay will welcome the most Innovative senior leaders and Executives in healthcare you don't want to miss this opportunity and you you'll have to apply to attend but we look forward to seeing you there this link is also in the chat below and now on to the topic for today are you struggling to keep up with the latest trends in marketing Our Guest Melissa nocar is here to help and will be sharing her insights on modernizing B2B Healthcare marketing Melissa is head of marketing at advee where she leads advise Outreach including raising awareness shaping content strategy and building Global reputation Melissa will share some key key lessons on identifying business questions evaluating marketing activities to engage your audience and assessing your priorities Melissa will take questions throughout the presentation so please drop them in the Q a below and thank you for joining us today Melissa the stage is now yours thank you so much Carly hello everyone as Carly mentioned we have quite a bit to discuss today on how to maximize B2B marketing potential in the healthcare industry and hopefully I can lend some perspective today um a bit of a guide on effective planning and strategy and as we jump in I won't belabor but I'm kind of got a preface for some of the demographics of folks that will be participating in today's discussion um so that's super helpful to help with some of the caveats um that hopefully I'll be able to offer up um throughout some of um what I've pulled together for today I'm very quickly yes I am the head of marketing at Abby health I'm I have had the privilege of being part of building shaping auditing implementing um four entirely different um B2B marketing disciplines at this point over my career um started kind of in the uh advertising agency space um supporting uh kind of pharmaceutical companies with hcp and direct to Patient disease awareness efforts I was able to spend some time out west actually um in the in Los Angeles and San Francisco area and moved into kind of the Consulting role um about mid-career it's been about six years over at avalir health um where I was a Consulting principal as well as I moved in-house to lead content events marketing um in a very pivotal time uh that was um right when we started to shift into um the pandemics um we kind of had to revamp our entire plan as I'm sure many of you have as well um spent a stint uh in health Tech and health Ed at two different startups um both at troop Hill Pharmacy fulfillment Services org as well as level X who makes video games for doctors um and I've also had the privilege of working with some non-profits um smaller nonprofits that are also pivoting and preparing for exciting periods of growth I'm in the Washington DC area so I look forward to hopefully honing some of those experiences and making them extremely relevant to where you're at um in kind of your journey um Carly already noted we're going to chat through kind of identifying the important business questions to ask I think that's hugely critical and often overlooked um evaluating the right combination of marketing activities to reach and engage with your target audience you'll hear a lot of target audience I'm I think it's just so important to really meet your prospect customer where they are um and and uncover kind of the key areas the problems that you can solve for with them um by their side and really starting their laser focused and then from there we'll move into kind of assessing what to prioritize next in order to enhance health and health care in your Market recognizing and that could mean a very different stakeholder or set of stakeholders and so I'll do my best uh not to stay too broad but also not to go too granular um so that the real the conversation is is relevant and jumping right in here though and you know as we think about identifying the important business questions to ask um I just want to first start with you can see on the screen here and you know sales and marketing work together and there are a million definitions um but ultimately what it really boils down to is marketing's job is to really Steward brand awareness um own that brand and arm sales with what they need to be successful and you know defining and implementing implementing a strategic marketing plan is crucial for maximizing on the marketing sourced Revenue side of things um and in order to do that you first really need to identify the necessary inputs for creating the marketing plan that really does capture that marketing sourced Revenue opportunity and so how do we prepare for and support our growth goals here um you know it's really there's first of all before we get into channels hoping some of this is our this groundwork has already been done but if not perhaps you'll find it valuable um you know really thinking through and defining your ideal client or customer profile I like to weave in an extra layer of thinking here once you've kind of gone through that IDP exercise um to really think about impact verse effort right especially for some of the smaller more Nimble uh Blue Sky opportunities I think it's really valuable to think about where can we really play to our strengths so that um we can really go and grow and get some quick wins um but then from there aligning those ideal customer profiles or client profiles pending kind of what you call your um your target base um how do we align them to the capabilities and this this goes back to that what problems are we solving for what pain points are we helping these ideal customers overcome you know and then taking those capabilities and ensuring that once we've done that um ensuring that that they also support the mission and vision um so that you can kind of stay on course for why you started in the first place I I know for me um I was actually sharing before the call just especially in a startup scenario there's a lot of macro micro macro micro throughout your every single day um and so recognizing um you know or revisiting what is my mission what is my vision in some of those micro moments um can really bring you out and keep you on the course um and then the biggest thing here too is just to weave in the voice of that Target customer every step of the sales funnel and prioritize the key channels and activities that also really fit that so in looking at this slide I just want to call out a couple of things because I realized and some of us maybe in seed funding some of us may be in ideation um you know some of us may be um you know setting up for that series A or B I'm so wherever you might be in your journey um that largely has implications for where you might be and some of um the planning and execution within some of these channels that's not meant to scare you um use this as a guidepost for where am I today where can I make the biggest impact to reach those targets um to tell my story so that inevitably I can make it scale when I get into some of the marketing automation and so on the sales side there's the CRM and I'll tell you I've worked with so many teams that truly start in Excel and so if that's you um it's many of us um and I'll say you know I'll say a couple things throughout but depending on where you are there I know um several folks use Salesforce or you know I've had pretty good experience with HubSpot sometimes that can be a little more Within Reach um especially um when it comes to some of the plugins and just some of the CRM and marketing automation support there so um you know I'll allude to some of that later in the conversation and but taking a hard look at the capabilities as I mentioned I'm you know thinking about that segmentation and prioritization um and really starting to iron out your sales process recognizing um you know that first two three million dollar ARR um isn't necessarily scalable because a lot of times it can have that um you know the CEO effect right where you um you're you're passionate you have your network and you have your reach and then it's like where do we go from here um and as you start to think about your sales org and grow um it'll be really valuable to put in some of those operational infrastructures now how does it work with marketing you know I I'll get into this a little bit later but you'll we'll um you know with some of these channels your website is your business card um your digital business card um so you really want that to be structured in a way that tells your story um we'll get into that a little bit here um also just your martech stack do not let this scare you um some of the larger companies or perhaps many of you have come from larger companies um the mar text app can be um significant and a lot of times it's an effort to narrow down and refine um so but very much so I've worked with folks that they're marketing you know Tech stack consist of uh MailChimp or um you know premium LinkedIn membership so I recognize that I'm you can you can really be diligent and kind of where those expenses and Investments can play to where you are in your journey today and where you need to be in the next one year three or five years um for smaller teams vendor support I think also just being very mindful of how folks can operate as extension of Team um being very choosy uh and and careful and and defining the parameters of some of those relationships so that um you can play to your strengths and and free up some headspace and a calendar for goodness sake uh to really do the things that drive the business forward um While others can help you with some of the um the tedious day today I'm we'll get into some of you know we probably won't get too heavily into um you know social or PR today I have lots to say happy to talk offline about that um same with um I will touch a little bit on email marketing um and client marketing really is um thinking through kind of that content strategy which I have um kind of a snapshot of what's worked for me that I'll share with you as we Dive In moving forward where so as we jumped into some of the uh key questions that we should be asking I think it's really important before you evaluate okay you know you've thought through kind of who's my ideal customer profile um you've prioritized that here's the blue sky where can we really play to our strengths and now I think it's really important not to lose sight of where have we been and where we are going and so here you could fill in the blanks um but kind of you know to keep you on course through your marketing plan um building efforts really think through you know as we look to the Future how can we make the statement true um we will tell our story amplify Drive efforts to build awareness and generate demand that delivers on our mission um so for me it I'd be you know we we are on mission to accelerate access to products and services and create value in the healthcare ecosystem and fuel Innovation uh to impact patient outcomes so depending on who or what hopefully there's a who to the what that you're looking to impact I think that's really important um for you to factor into the why for what you are embarking upon and then getting started with some of those Baseline inputs to reach Target accounts um with your story here I just wanted to kind of deliver a couple of questions that I really like to ask whether I am the consultant or building um various uh marketing disciplines I think it's really important in your kind of initial audit and to evaluate what is driving the best success for from the bottom line and why so you know real whether you are um you know a product or a service or a solution or a mix of which um it's really important to kind of take a hard look and understand where you have strong traction and an immediate opportunity to continue to grow in a scalable way and that really goes back to that impact first effort um you know think about how you know with with this effort you can change the Paradigm for how care is delivered if that is in fact I'm what your aim is um and you know the need to continue to shift a greater emphasis on you know on kind of if it's geographies if it's particular um you know buyers or influencers if it's um you know prioritizing a particular therapeutic area with a keen eye on you know where you might be over servicing right um because I know we can all be really guilty of that especially in areas that we're super passionate about um but like you know back to what I was mentioning earlier um in the sales process also where can we create operational efficiencies uh with new opportunities um some of the you know we've got some of those Legacy customers um you know maybe they started as just former clients or Partners or friends and as you kind of get into that you know delicate balance of you know of already landed and expand versus expansion into new logos really valuable to kind of have some of those key thoughts um jotted down to to apply to your approach um how does your brand connect to revenue I I mean that's probably um pretty obvious to folks um tuning in right now um but you know for us you know we really focus on how can we be positioned as a unique Trailblazer for key decision makers and influencers um and so you know our greatest Revenue drivers do reflect this and and yours likely do too but it's just a nice reminder um to also take a look at where are the opportunities to bolster across cell or for their product ties whether it's in your data capabilities um or a particular feature to one of your products that might be um in a Sprint um but not yet ready for prime time um which audiences accounts have the greatest impact with the lightest lift and why I really like this question um especially when we're small and Nimble um I find that sometimes there's some really low hanging fruit and we see a squirrel and we run after it um and sometimes this is just a nice reminder um you know having those Legacy customers or companies um help us help to maintain kind of the mixed Revenue composition as you look to scale into new accounts and it's just a really nice exercise um just wanted to call that out there especially as you think about prioritizing the capabilities that you might be optimizing as well as kind of hiring needs to support the anticipated growth um and then this final question here I just wanted to call out what problems are we solving for I noted this earlier but um you know I just find this to be so important I'm partnering with clients to support you know whatever it is better access improved quality of care greater efficiency in health care um you know especially I mean for me personally particularly for society's most vulnerable including you know people with low income that are under uninsured um so you know really finding ways to hear again weave in the Target client's voice into every step of the sales funnel to prioritize those key outbound and inbound channels um and activities and messaging all right let's move forward I wish I could see your faces right now I am okay so another good question that I like to offer up um really um you'd be surprised and perhaps you may be in this situation perhaps you might be like Melissa we are so good in this area but um you know are you tracking marketing channel and content performance yet um and if so how and how frequently and if not oh my gosh please again um um so here you know I think that once you are in a in a nice established CRM um environment and you're able to um really look day in day out at kind of where the key opportunities might be in your pipeline where they might be getting stuck where there may be um you know you're starting to see kind of that um you know lag in moving from one stage to another um some of that is really helpful um will be wonderful for kind of um being able to measure on Pipeline Source in the CRM um but I do think that a historical look back can be really helpful in establishing that initial Baseline and so you may not have a robust LinkedIn strategy or PR plan or marketing agency or PR firm but you can you know kind of get under the hood and look at your um you know kind of Google analytics for how the site is performing and um evaluate kind of you know volume where folks are spending the most time maybe you can understand you can better understand why perhaps it's an evolving Market Trend perhaps it's something that's largely critical to their needs which would make sense if in fact they are an ideal customer um but there's a lot you can learn in some of the data and where you can double down I'm just wanted to offer up just some Channel specific items that I like to look for and factor in on a social front you know it changes and it's good to keep a pulse on things but best practice for substantive organic social posts on LinkedIn is about three to five times a week if you're not there currently um that is okay um start somewhere start with once a week you know and and monitor that performance you'll have access to those analytics on the back end if you don't have a LinkedIn uh company page start there um but you know early on I like to focus on the consistence the consistency of quality balanced kind of top of funnel all the way through bottom of funnel push um you know we all know how it feels as consumers to be sold to and so and there's a delicate balance um which we'll get into later of how you can reach and provide value to your Target customers um another thing I'll just offer is um you know if you've structured your growth plans in a way that suggests a greater total addressable Market or tan in one product or solution area than another um or if you're like super saturated in one area with greater growth potential in another I really like to balance the marketing activities to reflect a similar percentage of focus um you know marketing again aim to support sales so um and generate marketing Source revenue on in in the long tail of things so just wanted to offer that up um another Channel specific thought here uh just in terms of um website um you know as early results signals I like to monitor trending traffic to the home page if you're not readily updating your homepage you may not see a lot of action but a lot of times you know recognizing your uh you're Landing your homepage experience is often the URL that's um the first thing to pop up when someone Googles you or um you know it's obviously linkable from your LinkedIn or otherwise um so just something to think about there um but also the number of visitors on your kind of contact us form um I like to look at that and kind of the time spent on identified key pages so some of those are some early uh result signals that I like to look at those identified key Pages what I mean by that is if you're going to get into some growth experimentation in your content your marketing content strategy uh there's usually a linking strategy aligned to that um as well as kind of a keyword or in healthcare a lot of times it's key phrases because everything is uh there's always a hyphen somewhere and an acronym right so um a lot of times here I just um really like to be really thoughtful and intentional with what that um kind of drip campaign might look like and growth experimentation and evaluate kind of a month over month look at how was that performing and why and building on that um for those of us that are in a CRM and marketing automation uh platform already approach already there's a lot more that you can do there in terms of getting out of the dark funnel quickly uh if you don't know what the dark funnel is I'm happy to share um I'm sure many of us uh at this point have heard of it from one way or another with Chris Walker or uh David uh Dave Gerhard or um you know the category Pirates there's lots of great reads out there that I uh thoroughly enjoy listening to on podcasts or LinkedIn or otherwise um but um you can kind of build out some of those workflows and some of those um kind of targeting and retargeting experiences as well um there that are directly relevant to the different segments that you've set up um yep oh you have you have a few questions in the Q a if you want to pick a pause and yes um let me go look at that uh I cannot I don't know if I can see them are you gonna read them to me I sure can well it should be at the bottom of the zoom but it may have migrated it elsewhere um so uh one question here is what softwares would you suggest startups to use from the start before and after product launch CRM mailchimps LinkedIn YouTube sure um gosh I'd love there's not a one-size-fits all for that one um I'd love to you know check in after the after the discussion and happy to explore further but um you know it really depends on kind of the utility that you're looking for um and your budget um I find you know for me and also it's kind of like user preference a little bit too um and also sometimes it's what if you are if you're the founder you get to kind of pick if you're coming into a situation where things are already there then there's some sort of migration effort um that needs to be had um I will say I've had um great experience I mean YouTube Vimeo um it's really just a preference um it is important for um when you when you are producing video content to have that place to host and then you can embed um in your video template on your site personally from a CR CMS standpoint I'm a huge fan of uh WordPress um I mean you can get into some of the other uh CMS examples but um for me as a non-coder that has to be Scrappy in the back end um WordPress is just very user friendly um and I'm really grateful for that because um you know I'm often the one that's posting something and prepping it um so I would say that's probably in my like faves favorites list um I really enjoy HubSpot it's also it's it's um far more Within Reach than Salesforce is I don't know if I'll get in trouble for saying that but for me um budget wise um you know there's a subscription model um a lot of times they'll work with you also and kind of what your needs are to ensure that you have the right level of subscription um the HubSpot Academy is uh insanely helpful I mean you can um you know especially when you don't have the bandwidth to fully train some of your um you know entry level or um kind of associate senior associate um kind of mid-level Staff or frankly those who just haven't been exposed to a CRM before it's really great because those certifications are almost a prerequisite and it just really lays the foundation nicely for where do I go from here in terms of how to build especially if you don't have the budget to high you know hire an agency to help you with your build which you know you may not need it depends on kind of where you are um but and it's The Upfront can regardless of the CRM can be a little messy to make sure that you structure it in a clean way um then uh what's also nice about HubSpot I sound like a spokesperson I swear I'm not but um I'm I've just built in HubSpot um on the marketing automation side it's really nice because rather than you know having to purchase eloqua or some of the other plugins for Salesforce um it's kind of a One-Stop shop which is really nice um you can cut in the Integrations and the plugins are really good for um you know really you know plugging it if you're using um you know from a sales Outreach um standpoint if you're using um Zoom info like sales Os or um you know LinkedIn Navigator um those plug in really nicely I think with either um but it just kind of depends on where you're at in your journey I would highly recommend doing a demo of either um that I think those are widely available uh with those vendor partners and then um I'll get into some of the um kind of channels uh in terms of social in a bit um is that helpful I feel like very helpful yes thank you yeah okay for zoom over teams personally teams drives me crazy uh it's more of just a user experience but um again you can strongly disagree with me I I love a healthy debate yeah we also like Zoom here but some more questions but we can come back to the doctor cool uh the other thing I just want to offer up here before we move for a good question by the way and before we move forward um you know also relevant to it uh kind of website is um and I I've seen both um in a couple instances where if you don't have a form you need a form um you really need a way for um folks that are users that are exploring your website to get in touch with you um I'm certain most of you if if you're in a product realm you likely have a demo um requested demo type form so that would make complete sense um if you're more in a you know kind of consultative sale um you know service or services or solution um or partnership or kind of agency setup um you know really having that um form for someone to get in touch um whatever that looks like um and wherever that looks like or subscribe if you're more of a periodical um super important two-way communication there and frankly a nice way to measure um kind of that intent ladder of you know once someone's been introduced to you and your brand and your value proposition and the the value you would bring to them as a partner um you know as those seven to ten touches to close a deal um you know some are faster slower depending on where a buyer is and they're they're buying cycle or their Journey um or their needs frankly whether they're in a fire drill or in a learning phase um you know it's just really nice to have that way to um for them to reach out to you rather than you um blasting them with cold Outreach which drives me insane um so that said with a form just uh one thing I would highly recommend is ensuring that the form includes a place for self-reported attribution and something as simple as how did you hear about us as an input um it's just really valuable also for you know as you look back and you look forward to really be able to double down on what's working if you're seeing LinkedIn as how they heard about you awesome that's a huge pat on the back for marketing and it's also a huge um sign that you should continue to be doing more on LinkedIn there's really targeted ways that you can do that um you know if your consumer is I mean for us in the kind of the B2B Consulting um at this point I'm like Facebook is not really my um you know some of us are on Facebook but um I'm a big fan of do one channel really right really well before and monitor and optimize for Success before you expand into other channels and dilute your efforts especially with capacity issue use um Twitter is just a mess I mean we passively push to Twitter right now but we all know that A lot's changed in Twitter so until we start to see some things leveling out there I feel like the last few years there was a bot cleanup there was an Elon lots of things so um you know that could be part of your passive social strategy but um you know the biggest thing is how did you hear about us and factoring that into your form and there's there's actually a related question since you're talking about LinkedIn uh somebody's asking what's your take on LinkedIn sales Navigator yeah so I like a blend um big fan of You Know It's Tricky it depends on if your domestic or Global also um you may have a little less success with some of your Global um just with some of the gdpr um considerations um also if you are Global for your website please make sure your GDP are compliant Google that um it's super important um that where um you know you're kind of following some of those guidelines from a privacy standpoint um for the global audiences um but for uh LinkedIn sales Navigator I really do like um the uh the ability to kind of cross compare with um Zoom info uh sales OS I think they're both really valuable um in terms of getting you know the greatest accuracy um in terms of email what's really neat about both is you can get company level data um the the demographics are pretty readily available to you and updated um in sales OS you can also subscribe to what are called scoops um and you can kind of tailor and Target what that looks like for what's relevant to your needs and you can kind of get some updates on on evolving Trends or um you know evolving funding considerations with um you know you can kind of tag who and what and how and when um LinkedIn has um some similar features I think linkedin's in my experience uh can be a little more accurate um with some of its information because I think a lot of you know people like us update our information and are pretty active especially in B2B um and so it kind of you know it Aggregates from what we're updating so um you know again you can go through both of those demos and evaluate what's best for where you are in your journey and what your needs are I'll tell you um like when we signed up for and again I hope this isn't like too much information but I'm pretty transparent um you know and we signed up for uh Zoom info's uh you know sales OS um you know we have access to 58 000 credits uh a year and that's correct we'll never need that many contacts um where we are in our journey um and also within my kind of Mantra um go on a little tangent here but um I fully believe that like cold email blast is just like super cruel if it's just I mean I I throw cold blast especially that are so not tailored to my needs or where I'm at in my journey or interests and are super salesy they go straight to junk for me um it's just it's not personal it's not relationship building um and and you know I think there is a bit of a protocol to go through for breaching and building kind of that rapport with that partic particular buyer um but that said it is a really nice tool for like if you're going to an event um Health Tech space like if you're going to like hymns or uh Vive or um you know it's like it's really helpful depending on what shape the list is in that you receive of attendees for your BD Outreach plans to cross compare and grab email addresses or titles I still check LinkedIn because I always worry there's an accuracy score of 75 or higher for some of the content contacts in um Zoom info and so for me I just like the type A in me just really likes to know things and make sure that I'm dotting my eyes and crossing my T's without reach so that it is worth my valuable time and also the end user attendee of the conference's valuable time to actually read my email rather than forcing it into their junk so hopefully that's a little bit helpful last point I want to make here organic doesn't scale for free so SEO search engine optimization um I think going through an SEO light exercise is worth your while kind of where you can Rank by volume for um where you want to be when you grow up or next week or you know a sustainable period of time and I also think a a light paid social effort is needed to really scale your content we've been doing some really cool growth experimentation in LinkedIn lately that um you know early on I care a lot about you know when you build out those campaigns um you'll learn a lot it's pretty interesting it really um you know puts you in check with how you've set up your segmentation and really thought through what it is that you want to say and where and with whom and how um but that search engine optimization light kind of key list you know weaving that in without stuffing um to the content and then thinking through who's reaching who do we want to reach with that information monitoring for um Impressions early on because you're generating awareness um but also engagement you kind of set what your um goals are if it's website clicks um you know you can you can obviously see that too which is wonderful because you can really tailor uh whether it's a boost or a sponsored traffic you can kind of like build your own adventure um there um but invest in a plan to grow fast and be willing to bet that the growth is more important than the customer acquisition cost up front um and then monitor those performance metrics as you go um to understand where you should double down or de-prioritize don't de prioritize too quickly either um sometimes you know you think about I took a behavioral modification course in undergrad and I use that in every facet of life whether it's you know uh training for a half marathon um training my dog to have um to have good behavior or um you know if it's if it's monitoring you know how many you know how long does it take to create create an actual changed behavior um and and build that intent and that rapport okie doke um so what does I I um threw some more questions in here I'm like how am I doing on time I think we're doing okay um try not to spend as much time here but I hopefully um my long-windedness is valuable um another good question to ask here what is the addressable market and who are the targets that should be prioritized um you know so here's like what does success look like if you haven't already stared some of these in the eye and put a pen to paper um however um you know light or or in depth you want to go or do you think that this can be incredibly valuable you know whether it's more you know from a success standpoint like whether it's more focused on targeted and consistent engagement across your certain product areas or solution areas um with certainly hone a big awareness hits uh push specifically with some of the uncapped or untapped accounts that you're looking to um generate some awareness around um you know in terms of you know do we understand our ideal customer profile well here I really like to um you know just think take a look I do a bit of an exercise uh you are our Legacy customers um you know we know you you are the expert you know the space you know how can you formalize some of the segments in a bit of a target market Matrix um you know incorporate some account planning best practices there that we talked about and you know with a lot of our especially like whether it's life sciences or health plans or whoever you might be calling on I'm there's a little bit of a seasonality to when um you know business planning begins and so how do you get ahead of some of that with um the information that you're providing or you know some of your PD Outreach a lot of times that's a natural fit and some of the um events that you might be participating in at some of the spring conferences and whatnot um build in more consistent touch points and feedback loop for Baseline and deeper uh relationships kind of that sense of community um you know I really like thinking about that on a personification like from a personification standpoint like think of one individual customer um and like how do you meet them where they are how do you deepen relationship with them you know right now you're in this one to one uh relationship as you prepare for I wonder if you are a one-to-many I know buddy my dog is visiting us um go lay down and then I'm you know really think about I'm do we have the right mindset intent likely so sometimes it might just be a little bit scattered um so kind of reeling it in you know and really looking at at it with um I'll challenge you we say we're looking at marketing with a long-term view but oftentimes we're not um Dave Gerhart always says Life's too short to work for our CEO that doesn't get marketing and I couldn't agree more um I've been in several scenarios where um there's been a lot of support and there's there's other scenarios where um you know there's a lot of opportunity for education so um you know kudos to where you are in educating yourself or your CEOs on their Journey there to ensure that you are in fact looking at it with a long-term view establishing that marketing discipline as a very top of Mind item and um kind of the key channels and activities that should be prioritized to really maximize on the investment in and then I just this question seems like a no-brainer but I have to say it can we help people um I think we're all in healthcare and health tech for a reason and and it's it's usually a reason that's greater than self um where can we make a lasting impact that's broader than you know you as a individual in this space um so you know really evaluating yes we can help people uh we will reinforce messaging that aligns to the Strategic plans and resonates with our Target clients okay let's move forward so we've seen this slide before but hopefully you've had some time to think with some of what I've shared so I kind of wanted to I'm you know push forward a little bit here in evaluating the right combination of marketing activities to reach and engage your target audiences so you know when it comes to evaluating the right combination of marketing activities um you know hopefully some of the initial investigation will offer some clarity on what exactly are your near-term and longer term priorities for laying that Foundation to grow and prepare for a widely successful future that affects change um it seems minimally sexy that advancing a CRM migration may be the first step in your path but you know if you're at if you're at 10 million ARR I beg you to invest in this activity as quickly as possible um you're really teetering a line uh that requires clean data and the ability to Pivot into that account based marketing or ABM model for the sake of your operational infrastructure and most importantly your clients experience and satisfaction um segmentation gosh um if you haven't done this everything can be a light Approach at first and you can deepen as you continue to land and expand and grow um sometimes it's healthy to take a look at and it really depends on your Baseline data but like a win-loss analysis and some data visualization to optimize for the future I always think about that um kind of like a Market Basket analysis if somebody buys peanut butter and someone buys bread chances of them buying jelly are really good so sometimes there's some quick wins there to think about um but then you know reviewing this at a Cadence that works for your business so whether that's quarterly or pre-annual planning um you know you kind of know what's best for um your experience and kind of where your product Market fit is maybe it's focusing on your capabilities um you know for growth with new and expanded accounts doubling down on what's working continuing to formalize that cross-selling where it's relevant uh maybe as I mentioned earlier there's a therapeutic area specific emphasis you can be thinking about um you know really um showing up as a solution to a particular disease state or um you know a patient population um you know I'll encourage you as hard as it can be to reserve some extra funds uh I I'm a big believer in defining and dedicating a portion of the annual budget to laser focused uh innovation ideas um so you can assess something like like a where to play how to win score card against the mission and vision um that that to me is super important and then um you know kind of think about where you need to supplement in-house leadership and ownership with some of your Outreach support um you know if this is where you're on your journey again that definition and kind of organizing the account prioritization super important um and some of that might include shifting shifting from 100 Solutions c-suite leadership sourced Revenue to a split a percentage of marketing sourced Revenue um I'll tell you this takes time um but it's well worth it um if done well it outpaces Marketing outpaces sales um I stand behind that 100 um but yeah just um you know thinking about um how you can weave marketing into the account or content planning discussions um to establish and tailor those marketing Communications and activities aligned to the Target account priorities um and then you know I just want to also note you know in terms of um I feel like I already hit this one on the head with kind of shaping and implementing the you know integrated standard operating procedures for early BD um but sales and marketing should work together on on a lot of that to ensure that um you know those priorities are aligned nicely for inbound opportunities and outbound opportunities with expanded um whether it's program management or product feature launches Etc uh the biggest thing I'll hone here is just prioritize client-focused activities um period uh and monitor for signals that correlate to business results um you know if you stay true to that North Star um I think that's super important but a lot of times things get extremely siled with sales and marketing so and I'm not coming you know I'm not saying 50 member teams either I'm saying you know two to six ten member teams you just are heads down getting things done and then you look up and you're like oh my gosh I haven't talked to them today I should have um so it's just a nice reminder to kind of coordinate that consistency um and ensure that you're driving messaging and growth plans that work together um I already touched on on some of the marketing automation stuff I could go on and on there but um I I don't for the sake of time um you know if you if you aren't already I think that it's it's quick and easy to amplify your reach with a LinkedIn social strategy LinkedIn is funny uh with its algorithm it's always changing but it provides it certainly prioritizes some of the fluff pieces which is a bummer um but it's just something to flag as you're thinking about that Cadence and and what good looks like uh to really um you know engage your key uh you know your your key priority customers um in a way that serves them well and provides value um it's you got to be consistent with Diversified content um you know to the question earlier you can explore new mediums like video clips quote cards uh fast facts um holes testimonials uh or you know some called case studies just nice ways to educate your audience and also provide some value um I really like to maximize on event timed content as well one is an awareness effort an excitement builder of hey we'll be at this event but also if there's a piece of content that's substantive and relevant to the agenda um or the speaking that you know the speakers that will be at that event sometimes it's nice especially if it's tied directly to your capabilities in an area where you are an expert and um you know kind of shaping your Market leadership um it's worth the time um in terms of email you might if you don't have a marketing automation tool in place um please don't rush this I I will say you want to be able to crawl walk run in style uh while crawling you know you just really want to be in a place where you can think about the relevant user priorities um in the context that you know you want to better list you segment out in your in your lists for targeting please do not mass blast it hurts um and it will it will show in your engagement your performance um which will will also feel like a misuse of time and investment but once you get into a position where you um can walk you know you can really Implement some of those buyer Journeys based on some of the cross-channel user behavior and move some of those leads or prospects more awareness to close um and then when you're you know kind of ready to run you've got that comprehensive inbound marketing strategy um that unites the email efforts with all the other channels and accurately measures and attributes email Effectiveness right um especially in a CRM um leveraging some of that like ongoing experimentation um when you have the bandwidth a b testing uh you hear a lot about it and like right now I just really want to reach my audience with Goods really good content um but there's always continuous messaging optimization to be had I did want to share this is a snapshot that's worked well for me um your your sales funnel likely doesn't look like this um this is kind of a jumping off point so bear with me there um but when you look to the left hand side think about what some of these These are broad right you have to kind of tighten them based on you know where you played where do you play to win um and and what you stand for and what your mission and vision are but really looking at what is that top of funnel or awareness kind of content look like how does that drip into that middle of funnel engagement effort um again this looks different for each of us that's participating today but you can kind of think through what that might look like then that bottom of funnel conversion effort this is where you can get into those features I will say a lot of people shy away from you either push the gas pedal too hard on buy my stuff messaging at bottom of funnel or you shy away from it entirely and I would just say you know find that Goldilocks uh Kind of Perfect Place there um where you are in fact educating your audience on on what it is that um you know where you differentiate in the marketplace and and how you're solving problems that are relevant to them but maybe just find a nice way to reach them with that um in their Journey um last but not least depending on where you're at it may take 20 23 20 24 and 2025 for you to really listen and lay the foundation you know that feedback loop with your customer understanding their needs putting them first um laying that foundation with whichever of those um channels you decide to start with first uh to really get the get the foundation laid um and then have the ability to shift to a model that scales um but then from there you you really do want to be at a place where you know your audience and can optimize for their experience and please please please that's when things get messy let's keep it simple um you know assessing what to prioritize next in order to enhance health and health care in your Market um and thinking about what's a hat I'll just say a fully integrated sales and marketing strategy really comes down to the fundamentals of targeting positioning messaging and segmentation so um I encourage that for you and I'm excited to hear back from many of you on on you know how some of this was relevant to your business needs and um you know be part of your journey going forward thank you um thank you Melissa so many questions and I think everybody is eager to get your input and suggestions on their questions can you see the Q a box now I cannot I don't know why I opened it okay there now I can yes okay cool I think you'll you'll be able to pick some questions on our best video to answer too okay let's see would you share some tips for startups in contacting the first potential customers requesting a pitch a demo a workshop an educational talk how to bring the highest value to customers how we know that values most okay so um frankly if you haven't done this already I would pick some um as you've shaped your ideal customer profile I would I would I would pick a couple um close friends that may be harsh critics and and very transparent with you and I would just have a conversation and really try to get under the hood and understand um first kind of where they're coming from what it is that is keeping them up at night and then tying it to what it is that you're offering and how it might be differentiated and have that Frank conversation where some of those um really core pioneer kind of customers or clients can provide some transparent feedback to help you optimize and take your value proposition to that next level um so I would really start there first put the customer first and make sure that um what it is that you're offering the the offer is sound and provides value and resonates with them um okay let's see what advice would you give an early stage account startup that is going in an account based marketing plan rather than a broad marketing strategy how does decision affect your marketing strategy okay um and your choice of channels content marketing okay so the big thing is uh it's a general rule of thumb um and I guess it depends on the structure and your what what it is that you're offering Tim but um I will say you know by 14 by 14 to 24 million is kind of ARR is really where you need to be in an account based marketing kind of structure um so if that is in fact you um I would kind of go through some of what I talked about today first to make sure the foundation is laid and ready to go so that sales and marketing can work together um because that segmentation really does need to be in place um it's largely critical as well as if you're in a CRM ensuring the workflows are aligned to that segmentation so that you can tailor and Target in terms of inbound and outbound I mean the inbound is what will come through the form right so that demo that you was noted earlier um uh and you know the outbound is kind of where the greater effort will be with the ADM model right um it will be a lot of thinking through um I would pilot some things before you go full on um pick one or two or three topics um sometimes I like to look at if there's a particular client that's stuck in the pipeline and from a market development standpoint you can see that like hey we sold uh you know we sold this product to this account there's six other like accounts that have a similar problem sometimes it's nice to explore kind of that I'm you know how do I start that conversation with them and how do I create a growth experimentation kind of content marketing content strategy that serves them well especially if they're prioritized as a tier account for um you know kind of how the account teams are are set up to win hopefully that's helpful um okay let me see if I can find one more here you know we're I think we're at time I want to be mindful of your schedules um prior to reaching out what's the best way to find their business strategy oh to a customer what is the best way to a potential customer find their business strategy to demonstrate our product is in alignment with their goals okay so for that one um you know again you can find some of the company demographics on some of the tools that I mentioned very easily hopefully you've done a bit of a competitive analysis um to understand not only where you stand Stack Up um against your competition but also kind of how your competition is engaging with some of your your short list of priority customers um so sometimes that's a nice exercise to evaluate and you know where you can kind of think about um shaping you know building that intent and kind of shaping where you sit in the marketplace with those folks and align to their business needs um I think we're at time I'm so sorry if there are other questions I'm happy to um follow up so great thank you so much Melissa um is there do you want to share uh a contact oh yes follow up with you um I'm sure it's eager to ask you more questions um there's a lot of um interest and uh perhaps a second talk maybe one where you can see the attendees um and interact with them I think it's it's super helpful absolutely I'm so I can share should I share it in the chat or where would you like me that would be great everybody can see it there let me grab I would love to connect with you on LinkedIn I'm extremely active and I love um I really think it's important to build a community with like-minded individuals especially in healthcare and health Tech so I welcome um I welcome the conversation um and and your engagement on some of my thoughts that I put out on B2B marketing let me grab that URL here is my email here is my LinkedIn um those are the best ways to get in touch with me um especially from a um you know meet and greet get to know you bounce an idea um if you're going to any conferences also I mean you'll see where I'm at quite a bit because I'm pretty active about that on LinkedIn but would love to meet up for a coffee or um you know grab a beverage or a snack together and shake hands and say hello face to face thank you so much Melissa and thank you all for joining us today we hope to see you next month at our next webinar the last one before we take a little break for the summer [Music]