Used Non-Gated Content to More Than Double High-Quality Leads - - PowerPoint PPT Presentation

Session Title

CHRIS KELLER

Vice President of Marketing Health Catalyst

How a Healthcare Analytics Company Used Non-Gated Content to More Than Double High-Quality Leads

Chris Keller

Vice President of Marketing Health Catalyst

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Health Catalyst at a glance

Founded 2008 Employees ~450 HQ Salt Lake City, UT

Patients Hospitals

50M+ 200+

Clinics

2000+

Integrated Delivery Systems Accountable Care Organizations Community Hospitals Children’s Hospitals Academic Medical Centers

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Three systems for improvement

Healthcare expertise Services Results Software

We believe that with the right evidence, analytics and methods, providers can transform healthcare.

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Challenges

Deliver a hig igh-growth pipe ipeli line of f lea leads to driv rive sa sale les resu sult lts while reducing lead capture forms to nearly zero. Establish leadership in a crowded healthcare IT market. Reduce the sales cycle.

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The key to marketing leadership is aggressively educating while trusting prospects and monitoring behavior.

Trust Educate Monitor

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The approach

STEP 1

Build an educational library

STEP 2

Trust the prospect

STEP 3

Monitor and call hand raisers

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Step 1: Build an educational library

STEP 3

Monitor and call hand raisers

STEP 1

Build an educational library

STEP 2

Trust the prospect

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Customer success stories

• Tied to contract
• Team bonus
• 65+ total published

stories

• Stories focused on
• utcomes

Estimated $74 million in savings

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Truly educational events … not disguised pitches

• No selling
• No sponsors
• 100% outcomes

focused

• Analyst insight in

every session

• Sold-out 1,000-

person crowd

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Documentaries + a gift for the gatekeeper

From the Heart: Healthcare Transformation from India to the Cayman Islands The Journey: New Paths in Quality Healthcare

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Handbooks for clinical and IT decision makers

“We are working on a plan to make it required reading for their physicians and leadership involved in creating their improvement plan.”

Mike Nauman Chief Information Officer Children’s Hospital Wisconsin

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Webinar demo interest poll as an afterthought

50 40 30 20 10 60 Q&A MINUTES Educational Content

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Webinar demo interest poll as an afterthought

49:00 50 40 30 20 10 60 Q&A MINUTES Poll Educational Content

While our webinars are focused on education, some of our attendees have asked for more information about Health

• Catalyst. If you would like a demonstration

please answer this poll question.

“ ”

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Research-driven PR

• Coverage
• Healthcare informatics
• Managed healthcare

executive

• Healthcare IT news
• Fierce healthcare
• Health IT analytics
• One hot lead

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Step 2: Trust the prospect

STEP 3

Monitor and call hand raisers

STEP 1

Build an educational library

STEP 2

Trust the prospect

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Guiding principles

We trust that prospects worth follow-up will ask. Liberally gating content limits consumption and annoys prospects. Excellent education freely available is social proof

• f market leadership.

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The reality of measuring

The measurement tail ail is is wagg ggin ing th the mar arketing dog

• g … and it’s turning your

mar arketing in into a a dog

• g. Unfortunately,

few marketers have the insight needed to illustrate the problem, and even fewer have the guts to take it on within their organizations.

By Eric Wittlake Content Marketing Institute August 3, 2014

Source: Content Marketing Institute

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Lead form capture criteria

Does the consumption of content require a second step, email, calendaring? Ask for minimum info, set expectation on use and add value wherever possible. Don’t get in the way of the content.

YES NO

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Lead form capture criteria

Does the consumption of content require a second step, email, calendaring? Ask for minimum info, set expectation on use and add value wherever possible. Don’t get in the way of the content.

YES NO

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An example in action

• Each chapter was delivered as it was

written.

• Only asked for an email address. The

value to the prospect was a notification when the next chapter was complete.

• The book author was the email sender.

Prospects were delightfully surprised to go deeper with the author.

• Freely available today.

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Search by topic, author and type; see recommendations

• r browse.

A knowledge center built like a library catalog

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A “My Folder” basket allows users to collect the content that interests them.

A “shopping basket” experience with content

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Click to add content from anywhere across the site.

A “shopping basket” experience with content

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The article basket keeps all the content in one place.

A “shopping basket” experience with content

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A “shopping basket” experience with content

Makes it easy for users to send content to themselves and to others, as well as doubles as a great sales tool.

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Trusted prospects become market advocates

• Dr. Penny Wheeler

Chi Chief f Ex Executiv ive Of Offic ficer Al Allin ina Hea Healt lth

• Dr. Charles Macias

Ch Chief f Cli Clinical Integration Of Offic ficer Texas Children’s Ho Hospi pital

Carolyn Byerly

Chi Chief f Infor

• rmatio

ion Of Offic ficer (r (retir ired) St Stan anfor

• rd Ho

Hospi pital l and and Cl Clinic ics

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Step 3: Monitor and call hand raisers

STEP 3

Monitor and call hand raisers

STEP 1

Build an educational library

STEP 2

Trust the prospect

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Modern-day monitoring environment

• Website le

lead ad sc scorin ing

• Email tracking
• Sales correlation

Named Prospects

• Web analytics
• Reverse IP

IP tools

Anonymous Prospects Market

• Media monitoring services
• Analysts
• Research
• Trade groups

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Lead scoring evolution

Basic (2012) Intermediate (2013) Advanced (2015)

• Account-based scoring
• Leads included
• Renewed inside selling effort
• Content consumption
• Score-driven staged gating
• Recency/frequency multiplier
• Gone cold degradation
• Sales fatigue with leads

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Advanced lead scoring (2015)

• Recency

Buyer readiness score

• Frequency
• Gone stale reduction

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Monitor anonymous activity

Use a reverse IP lookup tool to identify account Notify Sales based on target account responsibilities Understand prospect interest based on content

1 2 3

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Inside selling like a librarian

• Inside sales follow-up is about getting the content first
• Scheduling the demo comes second

“Hi [NAME] I see you attended [WEBINAR TITLE] about [TOPIC] and I’m following up to see if I can answer any additional questions.” Be perceptive. Offer another piece of education as the follow-up. If interest is tepid, cut call short. Be aware. Let them ask for the demo. Don’t ask.

!

Example Script

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10 20 30 40 50 60 Q1 2012 Q2 Q3 Q4 Q1 2013 Q2 Q3 Q4 Q1 2014 Q2 Q3 Q4 Q1 2015 Q2 Q3 Q4

LEADS

Results

550% increase in clients 33% decrease in sales cycle 300% increase in leads

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Results

• 1 inside sales and 20
• utside sales
• Product overhaul
• Pipeline build – B VC

round

• 1 sales/marketing person

(me)

• 10 total employees
• 120k list
• New strategies: PR, new

website, PPC, SEO, webinars, book, agency

• Healthcare Analytics

Summit (600 people)

• Team: 4 inside sales, 10
• utside sales and 25

marketing

• Marketing automation
• R&D expansion
• Executive sales team +1
• ABM, inside sales re-do
• Measurement, 27

marketing

2011 2012 2013 2014 2015 2016

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Market perception of Health Catalyst

Source: KLAS Report, “ENTERPRISE HEALTHCARE BI: THE SEARCH FOR OUTCOMES” Dec 2015

“Health Catalyst is seen as the most consistent and effective BI vendor in achieving outcomes.”

— Joe Van De Graaff, Vice President, KLAS

Source: CLINICAL ANALYTICS FOR POPULATION HEALTH MANAGEMENT , Feb 2016

“Health Catalyst is a relative marketing dynamo in HIT.”

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Truths that imbue trust

1. Give me value with every touch. 2. Don’t waste my time. 3. Make it easy to share. 4. Stay in touch, but not too much. 5. Go away if I ask. 6. Market leaders are great teachers … and storytellers. 7. Show me results. … I’ll believe you if your clients tell me so. 8. Tell people why you’re not a good fit for them.

Invest in educating your market. Make it easy for prospects to follow up. Monitor prospects and empower Sales.

Top takeaways

Thank You

Chris Keller

@kellerchch