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

How a Healthcare Analytics Company Used Non-Gated Content to More Than Double High-Quality Leads Session Title CHRIS KELLER Vice President of Marketing Health Catalyst

Chris Keller Vice President of Marketing Health Catalyst

Health Catalyst at a glance Patients Hospitals Clinics 50M+ 200+ 2000+ Integrated Delivery Systems Founded 2008 Employees ~450 HQ Salt Lake City, UT Children’s Hospitals Accountable Care Organizations Academic Medical Centers Community Hospitals 3

Three systems for improvement Software Healthcare expertise Results Services 4

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

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. 6

The key to marketing Educate leadership is aggressively Trust educating while trusting prospects and Monitor monitoring behavior. 7

The approach STEP 1 STEP 2 STEP 3 Build an Trust the prospect Monitor and call educational library hand raisers 8

Step 1: Build an educational library STEP 1 STEP 2 STEP 3 Build an Trust the prospect Monitor and call educational library hand raisers 9

Customer success stories • Tied to contract • Team bonus • 65+ total published stories • Stories focused on outcomes Estimated $74 million in savings 10

Truly educational events … not disguised pitches • No selling • No sponsors • 100% outcomes focused • Analyst insight in every session • Sold-out 1,000- person crowd 11

Documentaries + a gift for the gatekeeper The Journey: New Paths in Quality Healthcare From the Heart: Healthcare Transformation from India to the Cayman Islands 12

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 13

Webinar demo interest poll as an afterthought Educational Content Q&A 30 0 10 20 40 50 60 MINUTES 14

Webinar demo interest poll as an afterthought “ While our webinars are focused on education, some of our attendees have asked for more information about Health 49:00 Poll Catalyst. If you would like a demonstration ” please answer this poll question. Educational Content Q&A 30 0 10 20 40 50 60 MINUTES 15

Research-driven PR • Coverage • Healthcare informatics • Managed healthcare executive • Healthcare IT news • Fierce healthcare • Health IT analytics • One hot lead 16

Step 2: Trust the prospect STEP 1 STEP 2 STEP 3 Build an Trust the prospect Monitor and call educational library hand raisers 17

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 of market leadership. 18

The reality of measuring The measurement tail ail is is wagg ggin ing th the mar arketing dog og … and it’s turning your mar arketing in into a a dog og. 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 Source: Content Marketing Institute Content Marketing Institute August 3, 2014 19

Lead form capture criteria Ask for minimum info, set Does the expectation on use and consumption of add value wherever YES content require possible. a second step, NO email, calendaring? Don’t get in the way of the content. 20

Lead form capture criteria Ask for minimum info, set Does the expectation on use and consumption of add value wherever YES content require possible. a second step, NO email, calendaring? Don’t get in the way of the content. 21

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. 22

A knowledge center built like a library catalog Search by topic, author and type; see recommendations or browse. 23

A “shopping basket” experience with content A “My Folder” basket allows users to collect the content that interests them. 24

A “shopping basket” experience with content Click to add content from anywhere across the site. 25

A “shopping basket” experience with content The article basket keeps all the content in one place. 26

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. 27

Trusted prospects become market advocates Dr. Penny Wheeler Chi Chief f Ex Executiv ive Of Offic ficer Allin Al 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 ormatio ion Of Offic ficer (r (retir ired) St Stan anfor ord Ho Hospi pital l and and Cl Clinic ics 28

Step 3: Monitor and call hand raisers STEP 1 STEP 2 STEP 3 Build an Trust the prospect Monitor and call educational library hand raisers 29

Modern-day monitoring environment Named Prospects • Website le • Sales correlation lead ad sc scorin ing • Email tracking Anonymous Prospects • Web analytics • Reverse IP IP tools Market • Media monitoring services • Research • Analysts • Trade groups 30

Lead scoring evolution • Content consumption Basic • Score-driven staged gating (2012) • Recency/frequency multiplier Intermediate • Gone cold degradation (2013) • Sales fatigue with leads • Account-based scoring Advanced • Leads included (2015) • Renewed inside selling effort 31

Advanced lead scoring (2015) Buyer readiness score • Recency • Frequency • Gone stale reduction 32

Monitor anonymous activity Use a reverse IP lookup 1 tool to identify account Notify Sales based on 2 target account responsibilities Understand prospect 3 interest based on content 33

Inside selling like a librarian • Inside sales follow-up is about getting the content first • Scheduling the demo comes second Example Script “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. 34

Results 60 50 40 LEADS 30 20 10 0 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2012 2013 2014 2015 300% increase 550% increase 33% decrease in leads in clients in sales cycle 35

Results • Healthcare Analytics Summit (600 people) • Marketing automation • Team: 4 inside sales, 10 • R&D expansion • ABM, inside sales re-do outside sales and 25 • Executive sales team +1 • Measurement, 27 marketing marketing 2013 2014 2011 2012 2015 2016 • 1 inside sales and 20 • Pipeline build – B VC • 120k list outside sales round • New strategies: PR, new • Product overhaul • 1 sales/marketing person website, PPC, SEO, (me) webinars, book, agency • 10 total employees 36

Market perception of Health Catalyst “Health Catalyst is a relative “ Health Catalyst is seen as the most consistent marketing dynamo in HIT .” and effective BI vendor in achieving outcomes.” — Joe Van De Graaff, Vice President, KLAS Source: CLINICAL ANALYTICS FOR POPULATION HEALTH MANAGEMENT , Feb 2016 Source: KLAS Report, “ ENTERPRISE HEALTHCARE BI: THE SEARCH FOR OUTCOMES” Dec 2015 37

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. 38

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

Thank You Chris Keller @kellerchch