Consultants for health-system technology projects
Healthcare IT Leaders advises and staffs health systems through big technology programs, including Epic migrations, Oracle Health implementations and Workday rollouts.
When the work started, the site drew 20,000 to 40,000 visitors a month. The buyers the team cared about were CIOs, IT directors and clinical application managers.
Buyers and job seekers on the same pages
Plenty of that traffic came from people looking for work. The team had to tell a buyer researching consulting services apart from a candidate browsing open roles.
Marketing couldn’t see which organizations were reading about consulting services unless someone filled out a form. That left BDRs with little to go on. They needed to know something about an account before they reached out.
Name the company and show what it was reading
Visitor ID added the company name, visit history and the pages each visitor viewed. The team could now see which health systems were researching its services.
In the first rollout, one academic medical center scored 98% on ICP fit. Fit scores told the team which visits to go after first.
The Signals feed flagged roughly 15 priority visitors a week. Each alert came with whatever contact information was available, the pages viewed and a starting point for personalized outreach.
Give five BDRs something specific to say
Five BDRs use that context to write personalized outreach. Four-touch sequences handle the follow-up and stop as soon as a prospect replies.
If someone from a health system reads a service page, the rep has a relevant way to open. Account research fills in what the organization does and what it might need.
Marketing decides which health systems to focus on, and sales works the conversations that come out of it.
About 15 prioritized signals a week and a next step for ABM
Healthcare IT Leaders reported about 15 prioritized prospect signals each week, each with account context the BDRs could use in outreach.
The next planned step was a 5-to-10-account pilot of personalized landing pages, built on the account data marketing and sales already had.
What those signals are worth in revenue depends on the conversations that follow.