Transcript of Healthtech Marketing Summit Session 1 The Evolution of Demand Generation
The Healthtech Marketing Show
0:10[Music]0:23hello and welcome to the health Tech0:27marketing Summit um I'm Adam trinus I'm0:30the CEO and founder of Health Launchpad0:33and we're presenting today's summit0:35summit for those of you who don't know0:37us Health Launchpad is a health Tech0:40marketing agency we help clients like0:43inter systems deep scribe AI clear data0:47many many others grow their Topline0:49revenues and build their brands uh and0:52in addition to the team having Frontline0:55experience in health Tech marketing our0:57superpower is ABM it's something we have0:59deep1:00expertise um we've got so much to cover1:04today we're going to talk about demand1:08generation in this session in the next1:10session we're going to talk about brand1:11building we're going to go deep on ABM1:14we're then going to spend spend some1:16time talking about the GTM engine and1:18the operations of marketing and then we1:21couldn't close without talking about AI1:24that will be the uh the final session1:26before I I'll wrap up at the at the end1:28of the uh at the end of the1:30afternoon I want to give a massive thank1:33you to our two sponsors Tenon and HS so1:38Tenon is a relatively new marketing1:42operations Company software company that1:45transforms the way marketing teams plan1:47and execute their marketing campaigns at1:49scale it's built on service now and they1:52connect marketers on a single platform1:55enabling them to work smarter and more1:58efficiently with greater2:00impact I'm sure you all know hyms2:03they're the global advisor thought2:05leader member-based s Society you know2:09their passion is about reforming the2:11global ecosystem through information and2:14Technology they have media programs that2:17Empower you as a marketer to reach and2:19educate your prospects through marketing2:22sits brand awareness lead generation and2:25content creation and and you're going to2:27see folks from Tenon and hyms throughout2:30the day before I kick off the session2:33we've got a few housekeeping things yes2:36the session is all these sessions are2:38being2:38recorded and you've got chat uh comment2:42or chats depending on whether you're uh2:44here watching it through our streamyard2:47application or whether you are on2:50LinkedIn live but use the chat why don't2:53you start by putting your name in and2:56where you're where you where you are2:58right now today and why don't you also3:00say what you want to get most out of3:03today's session um and at the end of the3:06session you're going to navigate back to3:08the main page with with all the other3:11sessions and you'll be able to start the3:13next session on brand3:15building okay let's get going and um the3:20first session is the evolution of demand3:24generation so we're seeing a major shift3:28happening and this is major shift in how3:30technology3:32organizations are finding and engaging3:35prospective buyers there seems to be a3:38big shift from quantity to Quality and3:42so in this session we're going to cover3:43a lot about demand generation we're3:45going to start with some information3:47about the buer journey we're going to3:49talk about what works what doesn't work3:52and the shift to Quality and to do that3:54I've got some phenomenally great guests3:57to help me with this um I'd like to4:00introduce you to the guests and then4:02they'll be they'll they'll tell a bit4:04more about themselves as they start to4:07dive in on these topic so from the4:09awesome hymns we have Matt carollo hymns4:12senior director of sales4:14enablement hey4:16everybody hi hi Matt we have my4:19fantastic colleague Hannah Drake account4:22director uh from Health Launchpad and4:26Lucy Railton who is the VP of marketing4:29of the German group and lastly last but4:32not least Adam Rosenberg senior director4:35of marketing for RX lightning so our4:38first topic is the buyer Journey so um I4:43think you know to set the table we've4:45got some data to share with you earlier4:48this year Matt um and the team at hyms4:51ran a a survey that look deep into the4:55healthcare it bio journey and you shared4:57some really helpful research we featured5:00on a previous webinar and so I just want5:02to sort of start off by um sharing some5:05of that data Matt have you talked to5:08that yeah absolutely thank you Adam it's5:11great to be here um I'm gonna try to5:13kind of you know do this in two minutes5:16but we do have a full survey kind of5:19behind the key takeaways here so if5:21anybody wants that it'll be available5:24after and you can reach out to myself or5:26Adam uh to to get a copy of that but5:29like Adam said you know we went to5:31Market um at the end of last year with5:34this um and surveyed our Enterprise5:38audience right so these are the buyer5:40Collective um looking to implement New5:43Technology Solutions um you know5:46integrate different Technology Solutions5:49into their Tech stack and so on and5:51we're really trying to understand and5:53validate you know who's involved uh in5:56that buying process what that buying5:59cycle looks like and what types of6:02content are people looking for when6:05they're going through this process right6:07when they're going through the buying6:08cycle so these are the key takeaways6:10again there's a full document kind of6:12behind there um that has all the data6:16points but you know if we look at number6:18one we talk about how the buyer6:20collective in healthc care really6:23remains complex right when we talk about6:26complexity we're talking about the6:28people that are involved in this process6:30so you know 60% of the organizations6:33told us that there are five or more6:36people as part part of that Tech buying6:39process and more than a quarter of those6:42organizations say that there are 10 or6:44more people involved in decision making6:47so you know it's important to make sure6:49that when you're thinking about6:51targeting um and how you go into Market6:53that you're kind of you know thinking6:55about the full buyer Collective versus6:58um just sea level for7:00example the second Point here is the7:03length of the buying cycle and how you7:06know that has shifted over time and it7:09remains high so we we did this about7:12five years ago and then we did it last7:15year and this year as well um from last7:18year to this year there was a bit of a7:19shift but from five years ago to now um7:23there's a really big shift right so7:26almost 70% of the uh7:30people that have responded to this say7:32that the life cycle now takes more than7:3513 months right 13 plus months and over7:3850% of those companies are saying that7:40it's 19 plus plus month so it's really7:43important getting out in Market um you7:46know kind of early on right getting in7:48front of people because it is a long7:50buying cycle um there are many different7:53types of content right that are7:56important throughout the journey um the7:58interesting kind of take away here was8:01that 86% of respondents are saying that8:04product demos are important to them when8:07they're researching these potential Tech8:09vendors um followed by vendor focused8:12content so when we look back you know8:16five years8:17ago respondents were saying that there8:20was actually too much vendor focused8:22content and now that's completely8:25flipped right and I think that speaks to8:27what we all experience when we're when8:29we're thinking about um the new kind of8:32buyer Journey right that It's All8:34Digital um and that you know people8:37aren't reaching out to sales um until8:39they're ready to really have that8:41conversation about buying right they're8:42doing a lot of This research online um8:46and finding all that content online um8:49the fourth takeaway here is about proven8:51success and8:53interoperability being at the top of the8:55list for making that short list right so8:59last year we um did this survey but we9:03also had a conversation with buyers and9:05what they were saying last year was that9:08you know they were going from investment9:10to assessment and you know this kind of9:13showed up in this year's survey where9:16now that they did their kind of9:18assessment right to understand what9:20their stack looks like how they could9:23integrate um how they can consolidate in9:25some cases right interoperability is9:28kind of at the top of the list um as9:31part of that assessment then there are9:33obviously others right that closely9:35follow um but proven success and9:37interoperability at the top and then9:40finally and this is you know nothing new9:43but informing the buyer Collective9:45across these different interactive and9:48Inter industry platforms so you know9:51providing access to content across9:53trusted platforms that really you know9:56reach them at the right time on the9:58right plat platform with the right10:01information that they're looking for and10:02there's you know again a whole list of10:05different content pieces um and10:08different platforms that are trusted um10:11you know that that are included in this10:12survey but those are the five key10:15takeaways and yeah so thanks Matt and10:19we'll we'll make this uh make this10:20available I did get one clarifying10:23question I just want to bring this on10:25right now from Gary10:27rust can you give a quick answer so yep10:30so it's actually it it kind of spans10:33across right from small organizations to10:35larger organizations I think the larger10:38organizations outweigh the smaller um so10:41when we're thinking about you know who10:43those people are that were responding10:45it's the it's the larger organizations10:48across a whole bunch of different10:50functions great excellent so let's uh10:54let's dive in a little bit here and get10:56some perspectives Lucy what are you10:57seeing in terms of the bio journey in10:59your business um I think a lot of11:03marketers can probably say they have a11:05similar problem we're really we're11:06really struggling with the the balance11:09um between wanting to freely share our11:12information in the channels where our11:14audiences are because nobody wants to11:16give you their email address anymore11:18right um and with uh with our addiction11:21to lead generation and gated content so11:24it's a struggle it's a daily struggle11:26you know it's um it's it's no surprise11:30I'm sure anyone here that those11:31prospects to kind of raise their hand11:33and say okay now I'm ready to talk to11:34sales rep right in whatever way that11:36might be so we have like a free11:38consultation offer versus just a contact11:40us form they close more readly more11:43quickly than kind of the number shown on11:46that survey so um demand generation11:49approaches where we're like just sharing11:51that information so while they're in11:53their hunting stage they can get as much11:55information about us as they want11:57without having to um have us nurture11:59them which they don't like um is12:01something that we are trying to do but12:03we have to balance that with giving12:05leads to our sales reps until the volume12:07of the kind of the freely generated12:09demand leads come in um we've trained12:12our sales team to be addicted to those12:14leads so it's just it's just a daily12:16struggle to make sure that we are still12:18bringing in kind of topof the funnel12:20leads but um generating demand for12:22people who put their hand up when12:24they're ready Adam how about you well I12:27love that Lucy said our sales teams are12:29addicted to the leads I think that could12:32not be more true any lead that we any uh12:36number of leads that that we pass is is12:38a win to them um I think specifically in12:41my world first of all I love the data12:43that Matt shared we're also seeing12:45buying committee size increasing pretty12:48quickly as we integrate with the EHR or12:51if there's provider users any any12:55stakeholder that is involved in pre-sale12:58postale implement13:00needs to be involved in the decision to13:02actually turn on that solution um so13:05we're seeing tons of hurdles at13:07throughout the sales process at13:08different stages of the opportunity13:11sometimes we take two steps forward and13:13one step back so we might need to we13:16might have buyin from the end end users13:19but we need to do a Security review or13:21we need to walk through the13:23implementation with someone else we13:24might need to run run through the13:27training plan with their training team13:30or the communication plan with their13:31comm's team right so there's so many13:34steps and I think what's really worked13:36for us is figuring out what sorts of13:38content you can leverage at every stage13:41of the funnel and for every person in13:43that buying committee so you can kind of13:45get ahead of the curve um if you know13:48you're going to need a Security review13:50present all your I mean a lot of us are13:52high trust certified or hpoc compliant13:54and you already have a lot of that13:56documentation have that ready to go or13:59even provide it early on in the14:01opportunity so that you're one step14:03ahead of the game I think the other is14:06the other thought that comes to mind is14:09account-based marketing approach um you14:12kind of want everyone in the14:13organization to be aware of the process14:17and the wear of the product that you're14:19looking to implement um so it's14:21definitely that flip the funnel uh type14:23mentality where you you create awareness14:25within the organization and then you can14:27move that through the fun more14:29effectively so you don't want to get14:31held up at the very end so make sure14:33that everyone's in the loop earlier on14:36Yeah you mentioned uh ABM there and I14:39just thought there's a really good14:40question here from Jose Garcia which I14:42want to do it's it's very difficult for14:45traditional sales development people to14:46make the transition to ABM plays um Adam14:51do you Adam do you want to comment on14:52this or it might get a Hannah Hannah's14:54nodding ahead sure I mean just a a quick14:57comment and then Hannah you can take it14:58away I think uh I think you're right15:01sales Folks at least that I've worked15:02with are very single-minded in terms of15:04who they want to sell to and the15:06messaging they're using I think we need15:08to open their minds a little bit and and15:11think about who is in the buying15:12committee and I think it's up to us as15:14marketers to create that Playbook um15:17what is the messaging for each member of15:19that buying committee what are the15:21materials whether that's a pitch deck or15:23a leave behind flyer or one pager right15:26like arm them with all of the things15:28that they could need so they feel15:29comfortable I would assume that a sales15:32rep is so comfortable with their pitch15:33to a specific audience member that15:36they're nervous about what push back15:38they might get from someone else so15:40prepare them and do mock mock calls with15:42them and as a marketing team we can arm15:45them as best as15:47possible Hannah you you you you work15:49with a lot of a lot of different15:51customers in this space what what what15:53do you you want to build a bit on this15:55question and then we'll talk about sort15:57of what works what doesn't work sure15:59yeah so this is this question R is the16:02Lynch pin of whether ABM works or does16:05not work so marketers our job is to know16:08and select and promote right the the16:12functions and strategies that are going16:13to work and help grow business Revenue16:15but when it comes to what you said about16:18selling it to Sales development people16:20it highlights the importance of your16:22ability to have those soft leadership16:23skills actually use your marketing16:25skills to Market ABM to your salese16:28right right so and yes they're going to16:31see a lot of it coming they're going to16:32recognize a lot of the strategies but16:34you always have to remember that we're16:36always marketing internally externally16:38and so when it comes to ABM and sales16:41development people we have to do what we16:43would do as a marketing team right we16:44have to think about our Target buyer16:47what are they afraid of they're afraid16:48they're not going to hit their numbers16:50they know that what's worked before is16:51that they can follow these leads that16:53came in and they will likely project to16:55hit a certain area right but if we come16:58forward and I say hey I've got some17:00great data from you from my favorite17:02intent tool and I'm pretty sure these17:04people are going to be receptive to your17:06phone calls they're going to be like so17:07I'm GNA interrupt my whole day-to-day17:09strategy to go call this random person17:10that didn't raise their17:12hand and so we have to sell try it test17:16it it's markeet it's internal marketing17:18100% so that's what I would say there17:20it's to really buckle down on how are17:22you going to sell this internally and to17:24use those marketing leadership skills17:27within the organization to bring the17:29sales people over to your team because17:30if you can't do that then ABM won't work17:33it won't I we see it all the all the17:35time here across our clients that is17:36probably the hardest part about17:38successfully implementing amm so so17:41let's just build I'm G switch gears a17:43bit and talk about what works and what17:45doesn't work so Adam talked a little bit17:47about some things in his business you17:49know stay with you Hannah what what do17:50you think works what do you think is17:52just doesn't work the way it used to17:54work so uh there's definitely SE who17:58will18:00laughingly disagree with me on this um18:04hate to say it trade shows and webinars18:06and events work people hate to go18:09especially you get the VPC suite and18:11you're like well we're gonna fly you18:12here and you're gonna be there for four18:13days and you're not going to get very18:15much sleep18:16and and the truth is unfortunately most18:20people don't want to do this because we18:21have families at home and we want to do18:23other things and business keeps going18:25while you're at trade shows but the18:27value and the mentality of the people18:29that attend trade shows your target is18:31there they are open to talking to18:33vendors this a subconscious reality of18:35I'm probably talking to vendors at this18:37show so there's an opening there where18:39typically you are a digital aspect on a18:42screen in their life or maybe you're18:43doing Direct Mail Ser post card right18:45but it is your one chance or not one18:49right because there's multiple trade18:50shows and webinars and things but to18:53bring a human element to the marketing18:55and sales process that doesn't exist on18:57a digital screen because at the the end18:59of the day and any good salesperson will19:00tell you this people buy from people and19:04we've heard it from so many of our19:05clients here who have gone up you know19:08in these giant you know million dooll19:11deals that take months and months to19:13close and the reason the internal reason19:16that you'll never hear externally that19:18the um Target company chose them instead19:21of their competitor is because they19:23liked their team better they liked their19:24sea Suite19:26better so that's what I would say I19:29would say Mar I would say events are19:30definitely still King from marketer19:32perspective in lead quality and then and19:35then you if you're doing ABM especially19:37you've got to be on intent data you've19:39got to at least play in that playground19:41because if you're not you're missing the19:42digital hints that people are looking19:44for your solution or19:46something related to that your point19:48about events actually comes out in the19:50in the research there sort of in the19:52research that that Matt showed um yeah19:56um that was great uh um Adam Lucy Works20:01doesn't work who who wants to take it20:03first go ahead Lucy I could talk a20:05little bit I mean we're still definitely20:07doing Google ads um we the company's20:10been around for 25 years doing Health it20:13compliance uh and so we're very well20:15known in in the health it sector we have20:17like 80% of the market share on the onc20:20health it so the demand generation that20:22was done over the 25 years you know has20:24definitely helped the company but we20:25offer other services to other highly um20:29uh regulated industries that maybe don't20:31know us as well so for them we're still20:33using Google ads and the quality20:35honestly sucks so for those we have to20:38make sure that they're going to specific20:39landing pages that we're blocking you20:42know free disposable and ISB demands20:44because we really only want those people20:47who are maybe want the content but are20:48willing to speak with us if they want20:50the content um and you know that just20:54kind of goes against everything that20:56that I want to offer as a marketer these20:58days so uh making sure that we're21:00sharing things free freely on social21:02media so again it goes back to that21:04really want to kind of do the good work21:06on the channels where our prospects are21:09but having that addiction to leads you21:11know from people so Google AdWords still21:14works it's definitely diminishing return21:16on our our investment on an ongoing21:18basis and I think we'll continue to just21:20become less and less21:22effective yeah I I to comment on this I21:25think it's a really interesting question21:27what works in in terms of demand21:29generation and I think we need to go21:31back to like the root of the word uh21:33because there's a difference between21:35demand generation and demand capture I21:37think demand capture is a lot easier21:39when you're thinking about people who21:41are already in Market looking for a21:43solution I mean I would maybe not easy21:46uh there's lots of vendors that we're21:47competing with and and all of these21:49competing priorities but in order to21:51create demand from scratch I think you21:54really need to tell an effective Brand21:56Story and bew that audience member is so22:00that you are telling such an effective22:02story that they realize they have a22:04challenge and they want to solve it with22:06you um so I think there's a lot of ways22:09a lot of different ways that we can talk22:10about to to create demand from nothing22:14um but in terms of demand generation and22:16demand capture I like what both Hannah22:19and and Lucy said I think SEO web22:21content ads really being where that22:24person is if they're searching on Google22:27um or searching on any other22:29any other kind of industry publication22:31site um if you have a really targeted22:34strategy so that your web page is coming22:37to the top of the results you can really22:39make an impact because I'm sure hims has22:42research on this but people still search22:44the forums they're searching for Google22:46when they're looking for Solutions I22:48think the on the other side of the coin22:50they also go to their peers and22:52something that has worked really well22:53for us in terms of demand generation and22:55demand capture is referral marketing um22:58we have tons of users at hospitals and23:00Health Systems even clinics and23:02physician practices they love to talk to23:05their neighbors down the street or their23:07their fellow uh Chief Pharmacy officers23:10or cmios there's groups that get23:13together at events or on webinars or or23:16other places and if you can create a23:18great impression with one of them23:20they'll they're more than happy to23:21introduce you to others so we've done a23:24lot of referral marketing um because we23:27we realize the value um like Hannah said23:29of that personal connection um and as23:33long as your team is willing to pick up23:34with that positivity and and really23:37strong um connection you can really that23:39that really goes a long way I think on23:42the other side of the coin Adam what23:44doesn't work is just as important23:47um not having a really strong23:50relationship with sales marketing and23:52sales need to partner really23:54closely back in the day it used to be23:57throw sales as as many leads as you can23:59and forget about it now I mean I have a24:02revenue goal uh on my head because I24:05think we should be partnered so closely24:07together that I want to help them24:09accelerate their deals and push them24:10over the finish line so marketing is24:13very involved in the quality of the24:15leads not the quantity um and then I24:18think also just using the data as best24:20as possible if you're just doing24:22everything without looking at the data24:24you're going to attend events you're24:26going to host webinars you're going to24:29do a lot run a lot of campaigns that may24:32not be effective I think the most24:34impactful thing I've done for my company24:37and for our budget is just cut things24:39that aren't working and you can only do24:40that if you have the24:42data sorry I just want to add to to Adam24:45and agree with Adam that um referral24:47marketing is kind of a really good24:50approach to take um in terms of data so24:53we go back to the demand capture versus24:55demand generation with all of the24:58changes to privacy laws and issues with25:00cookies it's really hard to get accurate25:02data about a source so a while ago we25:05kind of went old school and started25:06asking people again we weren't asking on25:08the Google ads because they're driven to25:10specific pages so um we were asking on25:13any form where they were raising hand25:14like how did you hear about Drummond and25:17I was quite surprised our our systems25:20told us about 6% of our sources were25:22referral but um the the user attribution25:25said that was closer to 38%25:28so sometimes you gotta ask yeah there's25:31also interesting data there once you25:33have that when you look at um time to25:34close based on referral or it's really25:37the influencer marketing of the tech25:39world right if you want to relate it to25:41Consumer um but yes absolutely your25:44referrals your Consultants your business25:46partners are going to close much faster25:48than your for example Google search lead25:51potentially right or your event or25:53webinar based lead that then does25:55require content marketing nture which25:58adds to what works and doesn't work um I26:01think there is still a place for email26:03marketing and nurture but you have to26:05provide value also the blogs that are26:08going out twice a week people are26:09getting smarter now they don't want the26:10fluff that's written for SEO and teaches26:13them nothing please if your company does26:16that stop you're littering the26:20internet um so I would but at the same26:23point SEO is still a very very strong um26:26part of what does work I mean we have26:27data on it at Health Launchpad and no26:30it's not going to bring you 7,000 leads26:32to your door tomorrow right you have to26:35age on the internet and prove that you26:38have something to Value but that's26:39another thing I want to add that does26:41work what doesn't work in my experience26:43and this is I'm happy to hear from other26:45people when I work with C Suite they26:47always want me to AB test everything and26:50when it comes to email marketing at26:52least I have never seen something26:53statistically relevant that showed that26:56the ab CD test was worth my time and26:58maybe that's because we have a good26:59messaging to start with but I mean I'll27:02run these tests all day long and come27:03back and be like well one was 48% one27:06was27:0852 so I mean you know I guess it depends27:10how large your list is but for highly27:13segmented and targeted audiences like in27:15the healtech space I don't know how much27:16it matters love to hear what you guys27:18think on that I want to ask Matt in a27:20second but I do want to pull in this27:21comment a great comment here from Stacy27:24sand client communities do work well in27:26the provider space and Sparks referral27:27Market but I've seen the opposite effect27:29when trying to do that with payers who27:31compete with each other that's it's a27:32really interesting Insight Builds on the27:35notion of referral marketing and27:37Community marketing as well yeah I I27:39mean just a comment on that I think27:41there are groups I mean you can look me27:44up I worked at The Advisory board27:45company I've worked with Health27:46Management Academy there are really27:49strong provider groups and when um you27:52think about payers that are competing27:54even ehrs that are competing it's much27:57harder to host a webinar or host a27:59virtual round table with those groups28:01because they're they may be competing in28:03the same Market they're they're28:04competing for patient or or members um28:08so I think you need to be really28:09strategic in some cases it is beneficial28:12to sponsor some of those um types of28:16events um or just attend and and kind of28:19mix yourself into the crowd and be a28:21little bit more casual so you have to28:22think about your strategy how it comes28:24off um as as a sponsor versus an ATT28:28Andy Matt you um from your perspect I28:32mean for him you see so many across so28:34many clients we got so many different28:36programs what's your perspective on28:38what's working what's not what's not28:40working as well as it used to what do28:42you see yeah yeah so I I think you know28:45just to kind of build on what everybody28:47was saying I think that you know28:49creating that kind of traditional demand28:51gen right through content so whether28:54that's you know thought leadership28:56content or using different platform28:58forms like podcasts or videos and so on29:01and really you know getting that29:03information out there in different ways29:05um and then Adam you you know you29:07mentioned that this came out in the29:09survey you know events is back to number29:12one right on our survey so you know29:15Hannah to your point events is King29:17right now um when we talk about events29:21though um it's different scales right so29:24you could talk about the big you know29:26trade shows for sure we're getting a lot29:29of inquiries about these more intimate29:31engagements right how are you getting29:33people actually to the table to a dinner29:36table for example right bringing them29:38around the table having discussions29:40building these29:42relationships um and so on and that29:44could be you know at events that are29:47taking place and getting people together29:49since they're there already or doing29:51them independently and bringing them you29:54know within a certain city right29:56bringing them to a certain dinner and29:58discussing a certain topic for example30:01um and I think that all speaks to you30:04know kind of the traditional demand30:06stuff um you know Hannah you mention30:08intent as well that's obviously a big um30:12ass from everybody these days it's30:15almost um a requirement right when we're30:18talking about switching from demand gen30:20to lead gen you know when you're getting30:23these leads through the pipeline what30:26does that intent look like not only for30:29the account um you know what's the buyer30:31Collective doing on the account but30:34what's that individual doing as well30:36right have they downloaded just this30:38asset or are they in market for other30:40things as well um you know hims is30:43working through that piece of it as well30:45and rolling out some solutions to that30:47effect but I think it all speaks to you30:50know what we're talking about here from30:52demand gen to lead gen and having um you30:56know the opportunity to to drive that30:58demand for example you know if you're31:00doing a speaking engagement at an event31:04um we see that the people that are on31:06stage and speaking from a sponsor31:08standpoint right get more demand at31:11their Booth right because people want to31:12come and speak about hey you know I just31:15heard you say X Y and Z let's talk about31:17that um so th those are yeah the things31:21that think one more one more quick31:24comment on events before we turn the31:26page I because I think Matt you brought31:28up some really great points about large31:30events and and using hns as the example31:33like one of the the premier trade shows31:35in the industry like if you can create a31:39splash there you're creating demand and31:41you're creating brand awareness for your31:43company what we've seen work is going to31:46those events to make sure people are31:47familiar with your name and then hosting31:50smaller events or attending some of the31:52himms regional events Statewide events31:54where you can capture that demand um so31:58we've attended smaller hymns events32:00other organizations hold smaller round32:02taes and I think it goes back to what we32:04were saying earlier that face-to-face32:06interaction outside of the 40,000 people32:10who might be at hyms can really help you32:12capture that uh capture that demand a32:15little bit better yeah so I I want to32:18before we move on to really drill down32:20on this on the issue and measure the32:23measurement which is particularly key on32:25the shift from quantity to Quality32:28um there was a question somebody asked32:30earlier on about intent data and32:33platforms I just want to do a round32:35table about sort of what what are what32:37what are you using you know first party32:39second party third party um Lucy let's32:42go maybe go with you first uh we're32:45using Zoom info and they have intent32:47data and um we're looking for specific32:50topics and keywords um it's not always32:54accurate I mean the the quality of kind32:57of third party intent data is just going32:59to be harder and harder to get because33:01of as I already mentioned the privacy33:03laws that are coming in place and and33:04you know what what everything that's33:06being done with third party cookies it's33:08going to just be harder to get that33:10information so we are using it we are33:12finding that we can find the right33:14people through it but it is um a little33:17less reliable Hannah across the clients33:20companies that your clients that welum33:23it sure so obviously people talk about33:27six and demand base um my favorite pick33:30and what we promote our clients right33:33now is propensity they're probably the33:36newer kid on the scene but they are33:37developing so fast they integrate with33:40your LinkedIn campaigns with your meta33:42campaigns all this stuff they can show33:44you first party intent because they also33:46have a cookie on your own website so33:47they're marrying all of your digital33:50strategies to show you who is likely33:53looking for you and backtracking to all33:55of those things right so that's our33:57favorite tool internally um and they34:00provide if I remember correctly they use34:03three different types of intent data for34:05their own intent data and then I've also34:06been playing personally with Apollo34:08lately um they have an intent layer on34:10their data as well um Apollo is kind of34:12the new kit on the Block for Zoom info34:14and I like them a little bit better I34:17think they're easier to work with as34:19happens with when new tech tech hits the34:21scene right they're always trying to34:22improve over the king um so that's what34:25I would say uh that I typically34:28and I'll add one more thing Adam what I34:31would say is that there's an interesting34:33tension between and this is the same as34:36marketers in the healthtech space34:37between the buyer wanting to go with the34:39tried and true and potentially the34:41better option right which might not be34:43the biggest player on the scene so I34:44think about that with the with the34:46intent tools as well great Adam you34:49using intent data tool yeah so we we're34:52just starting with zoom info um34:55primarily because we've used them for a34:57lot of our contact information um34:59definitive as well we use Just for35:01information and zoom info can expand to35:04intent but I have to say my my favorite35:06was six cense um not only because it35:08gave you intense signals from out in The35:11Ether uh but also who was coming to your35:13site what contact what organization so35:15you could kind of marry a lot of data35:17together and then effectively serve them35:20ads um so I really like the sixense35:23platform in that team mat do you guys do35:26do in 10 days here I can't remember35:28yeah so we're actually starting to build35:31intent data into kind of all of our35:34programs across right and and obviously35:36that's using our first-party data so you35:40know when you think about all these35:42other platforms that are being used our35:44point of view is that that's great right35:47use both because if you're using that to35:49kind of identify up front um that Target35:52account list or those people or whatever35:54it is um we're leveraging on the back35:57end and the front uh the first party36:00data that when we're delivering these36:02programs we're showing you um you know36:05here's the attent Again by account and36:08by individual and we're starting to roll36:10in this AI solution now that that starts36:13to come up with a business need based on36:17content consumption across the account36:20right so if there's 15 or 20 different36:22assets that are being downloaded our AI36:26um kind of algorithm in the back end is36:29looking at all of that and then coming36:31up with the business needs so that it's36:33a more intelligent approach to say Hey36:36you know not I saw that you downloaded X36:39Y and Z right now it gives you a36:41business need to approach that team with36:44to try to solve for that36:46problem that's great EXC I'd add to that36:49to say I think we're seeing Adam as you36:52know from our end with our clients we're36:54also seeing the intent data start to36:56layer onto the tradition content36:58marketing plans yeah so and this is huge37:01right because it starts to break through37:02that content marketing stop working well37:04now it does because when you layer and37:06and on top of it they're targeting37:08people that are more likely to care37:11right so for us um we we um like to37:14partner with infused media on our end37:16they've been fantastic I have great um37:18outcomes from the clients with that as37:20far as what's actually converting to a37:22potential opportunity and then um I know37:25Tech Target also does a similar program37:27internally it sounds like it's very37:28similar to what hims is doing as well37:31so excellent excellent excellent37:34excellent all right let's shift into37:37measurement of that as part of this37:41shift from quantity to Quality so Lucy37:45how's that shift manifesting itself with37:47you guys is it changing how you're37:49measuring it what's going on yeah I37:51think both Hannah and Adam have kind of37:53touched on this um we're moving to more37:56of a revenue contribution or Revenue37:58influence approach as opposed to we38:00brought in 50 leads last week um and um38:05Hannah had mentioned um talking about38:09how you can shorten the sales cycle so38:11we're also looking at that like what how38:13did the lead come in and did that lead38:16not only generate opportunities but how38:18quickly did that deal close did that38:20close close um did it get close loss or38:23Clos one right so kind of understanding38:26how the leads are coming in and what the38:27outcomes are on the sales side of things38:29instead of just saying okay we we38:31brought you a lead we're done um is one38:34thing that kind of reinforces to38:35marketers to focus on quality over38:38quantity Adam how about you yeah I mean38:41just to Echo what what Lucy said I love38:43the revenue influence approach we do38:45continue to measure leads I I don't want38:47to say we're not measuring them at all38:49um but it's one leading indicator um but38:52we're measuring conversion uh from a38:55lead to an opportunity from an38:56opportunity to p pipeline from pipeline38:58to revenue and then our entire39:01commercial organization has a revenue39:03goal that we're all marching towards so39:05I think in order to measure and39:08transition from quantity to Quality you39:11all need to be in lock step with one39:13another marketing and sales need to be39:16partnered even more closely um and I39:19think there's a lot of ways to do that39:21but I think uh leveraging the data39:23understanding what works using a multi-39:25channel approach all of those things can39:27can kind of help you influence more uh39:31demand and and leads and revenue over39:34time that's great Hannah what what you39:37know we we've been doing quite a lot39:38quite a lot of ABM and uh over the last39:42uh last last couple of years what what39:44what are we what are we seeing what are39:46you seeing with the with our clients in39:47terms of this39:50shift I think well you know I've touched39:53on a lot I think over the course um of39:55this discussion so far but I think the39:57one thing that we haven't touched on40:00that is one of those kind of roadblocks40:02or frustration parts to creating a40:04successful ABM campaign40:06is the importance of awareness and40:10things that unfortunately are not going40:12to just necessarily generate those leads40:14but they're so top of the funnel you're40:16not going to get that next level without40:17them right so how do you get approval40:19for I want to spend a bajillion doar on40:21LinkedIn because people need to know40:23about this brand let's say you have a40:24new product let's say you're opening up40:26a space let's say you are trying to40:28enter the Enterprise space and you've40:29been in small medium businesses before40:31that well you have to generate awareness40:33but because of this revenue and you know40:37lead focused approach people are like40:39well see you want me to spend this money40:40and I only got two clicks well it takes40:43what's what's the average now I used to40:45be like nine Impressions and now it's40:46like 14 or 15 based on you know until40:49people are like oh I know them and so I40:52would say as far as across our clients40:56that's one of other roadblocks or40:59hurdles to get around is how to get Buy41:01in on yes we need to have General41:04campaigns yes we need content marketing41:06campaigns yes we need more specific41:08campaigns and oh by the way are we doing41:10targeted list advertising or are we41:12doing ABM and then that whole41:17conversation that's great that's really41:19really great41:21um Okay so we've got about two or three41:24minutes left there was one question41:26which came earlier which I wanted41:29to um actually I think uh John Moore was41:33actually building on a question from41:35Gary rust and it's sort of like so the41:38issue is is proving41:41Roi um and you know so the you so this41:45this was a point came up earlier in the41:47conversation so I want to bring it back41:48up again because I thought it was really41:49interesting is it'll be hard to get41:51attention the current client without41:53demonstrating Roi so I'm just curious as41:56like for for all of you guys how are you41:58going about demonstrating42:01Roi I can touch on it super quickly I42:04think there's both qualitative and42:06quantitative metrics for both brand42:09awareness and demand gem so if you think42:12about brand awareness anecdotally are42:15are people coming to you talking about42:17you are you there are tools that can42:19help you measure social awareness of42:22your brand um but also are people coming42:24to your website are you getting42:25Impressions on your ads right there's a42:27lot of both qualitative and quantitative42:29metrics on the brand side and then on De42:32the demand side I think it's similar42:34there's a lot of metrics um like leads42:37like um uh sales pipeline generation and42:42how quickly things are moving moving42:44through the pipeline I think an42:47account-based marketing approach is not42:49meant to influence one metric or another42:52it's kind of meant to be this42:54all-encompassing approach that generates42:56the demand42:58um captures that demand and accelerates43:01opportunities through the pipeline so43:02you need to kind of have measurement at43:05various stages throughout the funnel so43:07you can effectively prove that um it's43:10working I saw a question earlier about43:13um how long it it takes like this is not43:15something that you can do in a week or a43:17month like this is a six month to a year43:19multi-year process to build out the43:22infrastructure to be able to measure I43:24mean you can be you can serve ads pretty43:26quickly you sign on six cense you choose43:29your audience you get ads at the market43:31but the infrastructure to measure43:33success and and see those opportunities43:36turn to revenue can take a lot longer43:38thank you that's great okay so I'm I43:42want to bring this session um to to a43:45close start start first of all um I want43:47to thank Adam Lucy Hannah Matt for being43:51so candid for being insightful and being43:54really on point with your answers43:56answers I've made lots of notes um just44:00uh one thing she is ABM came up a lot so44:04two things one is there's an ABM session44:06which is the third session of the day44:08where we're going to dive really deep44:10specifically into ABM so you know I come44:13please try and come to that session as44:15well I think you it's an opportunity to44:17get any questions that weren't weren't44:19answered the other thing is is we are44:21also starting launching a Q3 doing an44:24ABM master class as I mentioned it's our44:26super power um and you written the books44:29on it we do it for lots and lots of44:32clients um and so it's a it is an44:35opportunity if you're interested in44:37getting started with it an opportunity44:38to learn more about it um so in the 2044:42seconds I've got left I will tell you44:45that you need to go back to the uh page44:50that you logged in to this page so44:52either go hit the back button or um hit44:56the uh or or it should be actually in a44:58separate tab or I'm going to put that45:00link in the in the chat right now click45:03on that and then click on view for the45:05next session on brand building which my45:08great friend Matthew pet another guy45:10with a funny accent uh will be45:12moderating and we're going to talk about45:14how to build brand45:16reputation and Authority so with that45:19thank you all see you in the next45:22session thank you
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