How can you turn the tide and refill the pipeline to help reach 2021 growth goals?
From changing buyer behavior, altered sales cycles, lack of trade shows and dwindling pipelines…marketing departments are fighting a steeper uphill battle with a lower average of marketing dollars to deploy than ever before. We work with brands from 10 different healthcare industries and every marketing department faces similar challenges, from global MedTech titans to innovative startups looking to knock off incumbents. Here are just a few we’ve discussed:
Developing Enough Content Marketing Assets
Crafting content isn’t always easy. The best way to go about it (in our opinion as publishers of 10 different long standing healthcare brands) is to put yourself in your buyer’s shoes and focus on pain points and motivators. We regularly run entire workshops dedicated to dissecting and profiling the buyer’s group for our partners. This builds the roadmap for your content. After expanding your ideas of what your content can cover, you have dozens of mediums to package it in. Are you going to take on the task internally? If so, we recommend you interview your already existing customers about these pain points. Their responses will spur on a LOT of ideas and insights. You can take that interview process and combine it with insights from your product management team, marketing department and sales staff to create a number of vantage points to discuss pain points and solutions. Even if you have a robust team of internal content marketing professionals, you may still need a little assistance. You should be able to turn to industry partners who also reach your target audience and form a mutually beneficial partnership for content development. Sponsored content exploded in popularity of late and we likely write for your target audience 365 days a year…we’d be happy to help.
Creating A Complete Picture of a Prospect
CRMs are no longer enough. Customer Data Platforms (CDP) emerged to help complete the picture of your prospects and clients. Data can be ugly, incomplete and in seventeen different places. CDPs help unify disparate data sets so that a marketer, sales rep or customer support rep can see an omnichannel view of a prospect and take a personalized and highly curated follow up action to any given event. Salesforce offers a very concise overview on getting started on your own with CDPs.
If you’re looking for assistance getting started, our partner company, Chronicle Health, built the world’s largest healthcare data set of 8.5 million HCPs . When we combine that data platform with the access and engagement that our ten healthcare brands command in the market, the results are powerful.
Building Multi-Department Alignment
How often do your MQLs = SQLs ? Does your marketing department play nicely with your sales department? Do EITHER of those departments work with product development or customer service? If your company is like most companies, your departments aren’t in perfect alignment and the remote work shift can exacerbate that even further. It can take a lot of effort to bring departments together but doing so creates huge benefits. Gathering input from all departments at least once a quarter helps you craft better marketing content, identify product shortcomings or opportunities, gather feedback from Sales on what content was consumed by prospects who actually converted to wins (for improved lead scoring and further development) and more.
Tracking ROI To Prove Value To Leadership
Do you sometimes find it difficult to prove that closed sales came from a specific marketing spend? Or, do you ever wonder if that campaign on LinkedIn with an $8 CPC is 4x more likely to convert into a form fill than your Facebook campaign with a $2 CPC? Answers to these questions have large ramifications. CDPs help track a prospects behavior throughout their buyer’s journey so you can identify how they first came to your site, what steps they took before conversion and what’s been happening in the open conversation with them after opt-ins. Leveraging goal conversions, lead scoring and marketing automation tools can help you connect dots and streamline next steps. Our KAIROS Marketing Campaigns include real-time dashboards and Engaged User activity reports which draw on omnichannel tracking tools and content marketing assets to help you stay aware of your pipeline’s activity and interests from first touch to signed deal.
Do These Problems Sound Familiar To You?
You’re not alone. 2020 sent a lot of people scrambling. We’re all adapting to changing buyer behavior, tighter budgets, and new innovations and engagement opportunities. Let’s tackle these problems together! MEDQOR aims to be your most trusted and highest performing partner by serving as an extension of your team. We continually monitor engagement with our ten healthcare brands and provide our partners data-driven recommendations to refine both our partnered campaigns and inform campaigns they may be running elsewhere.
If you’d like to sit down with our team for a quick 30 minute discussion on how KAIROS Intelligence-based Marketing can help you exceed your 2021 goals, please reach out via the form below.