Transcript NW - Health IT Marketing and PR Conference

Failure to launch? Tips for overcoming
common marketing automation pain points
Presenter: Steve Giovinazzo
Steve Giovinazzo
Regional Vice President, Healthcare & Life Sciences
Salesforce Pardot
With more than 15 years of healthcare sales and marketing experience, Giovinazzo
has seen firsthand the evolution of marketing in the healthcare industry. Prior to
Salesforce, Giovinazzo held various leadership positions as VP, President & CMO at
several digital healthcare communications firms. He received his MBA from Rotman's
School of Management at the University of Toronto, and currently resides in Toronto.
Presenter: Becky McLaughlin
Becky McLaughlin
Director of Marketing
MRO Corp
McLaughlin oversees the company’s brand management and drives an integrated
marketing strategy that includes public relations, branding, marketing automation
and social media. Prior to joining MRO, McLaughlin directed marketing efforts at a
national specialty insurance agency. McLaughlin is a Certified Salesforce Pardot
Specialist. She received her B.S. in journalism from Syracuse University.
Presenter: Shana Tachikawa
Shana Tachikawa
Director of Communications
Stoltenberg Consulting
Stoltenberg Consulting is a healthcare information technology consulting firm
providing project management, implementation support, integration between
systems and other professional services for healthcare organizations. With
Stoltenberg, Shana handles communication endeavors from social media and
company collateral to tradeshows and event planning. Shana received her BA from
Ohio Northern University and MBA from the University of Findlay with
concentrations in organizational leadership and marketing. She currently lives in
Columbus, OH.
Presenter: Nicole Wojno
Nicole Wojno
Director of Marketing
Dodge Communications
Wojno oversees all marketing automation and content marketing services for
Dodge and the agency’s clients, serving as the lead strategist for these accounts. In
this role, she works with clients to understand their goals and develop a custom
plan to nurture prospects, convert them to customers and deliver measurable ROI.
Wojno ensures every marketing plan includes a strong strategic base that connects
the company’s value proposition to the needs of their buyer while working closely
with clients to drive integrated thinking which leads the development and execution
of all marketing automation projects.
4 pain points that marketers experience when using
marketing automation
1. Implementing an overarching,
integrated communications program
2. Aligning sales and marketing
3. Developing a full range of fresh,
engaging content
4. Optimizing inbound marketing
programs for lead generation
We are struggling to implement
an overarching, integrated
communications program that
aligns with our marketing
automation efforts, how can we
do that?
Pain point #1: implementing an overarching, integrated
communications program
● Participating in cross-department collaboration
● Keeping assets current and engaging
● Leveraging multi-channel marketing
● Optimizing inbound marketing programs
Leveraging multi-channel marketing
Optimizing inbound marketing programs
Attract
Convert
Nurture
Retain
We’re having trouble aligning
sales and marketing efforts, how
can we fix this?
Aligning marketing and sales drives revenue acceleration
and efficiency
78%
80%
50%
78% of opportunities go
to the company that
responds first.
80% of contacts who
express an interest
today but do not
invest, will do so in the
next 24 months.
Lead Nurturing generates
50% more sales-ready
leads at 33% lower cost.
–Harvard Business Review
-SiriusDecisions
-Forrester Research
Pain point #2: aligning sales and marketing
● #1 - Determine necessary collateral to support sales efforts
– Regular meetings/cadence between marketing and sales leadership
– Survey reps to understand where the sales bottlenecks exist
● # 2 –Develop targeted collateral to drive engagement
– Implement a collaboration platform to share content for distribution
– Categorize to make it easy for sales to find/distribute
● #3 - Develop a sales enablement program
– Regularly train sales teams on how to best leverage your collateral
– Share success and stories
We don’t have the budget to
develop a range of engaging
content that appeals to multiple
audiences at different points in
the sales cycle, how can we use
what we have?
Pain point #3: developing a full range of fresh, engaging
content
● Creating a content strategy based on sales funnel stages
● C.O.P.E.
● Identifying gaps in content and areas for improvement
Create a content strategy based on sales funnel stages
Awareness
Stage
Provide content such as
a blog post, infographic,
editorial content, tip
sheet, educational
white paper, eBook or
how-to video.
Evaluation
Stage
Decision
Stage
Provide content such as
an expert guide,
research report, demo
video, FAQs doc, product
video or literature or a
case study.
Provide content
such as a vendor
comparison, free trials,
demo, consultation,
or a client testimonial.
C.O.P.E.
TEXT AD
BANNER
AD
EBLAST
DRIP
EMAILS
DRIP
EMAILS
FEATURE
ARTICLE
WHITEPAPER
SOCIAL
MEDIA
ADS
MEDIA
RELATIONS
SOCIAL
MEDIA
BYLINED
ARTICLE
DATA
SHEET
BLOG
POST
DRIP
EMAILS
LANDING
PAGE
BLOG
POST
CLIENT
INTERVIEW
CASE STUDY
DRIP
EMAILS
SOCIAL
MEDIA
LANDING
PAGE
TRADE SHOW
SPEAKING
ENGAGEMENT
VIDEO
RECORDING
POSTSHOW
EMAIL
BLOG
POST
BLOG
POST
DRIP
EMAILS
LANDING
PAGE
SOCIAL
MEDIA
We’re not generating many
conversions from our landing
pages and forms, what’s going
on?
Paint point #4: optimizing inbound programs for lead
generation
● Determining the right type of content to gate
● Developing visually appealing landing pages
● Including compelling copy and a strong CTA
● Leveraging value exchange and progressive profiling
Developing visually appealing landing pages
Including compelling copy and a strong CTA
Leveraging value exchange and progressive profiling
Thanks for attending
Steve Giovinazzo
https://ca.linkedin.com/in/stevegiovi
Shana Tachikawa
https://www.linkedin.com/in/shanatachikawa
Becky McLaughlin
https://www.linkedin.com/in/beckymclaughlin25
Nicole Wojno
https://www.linkedin.com/in/nicolewojno
Thank you.
Visit our microsite
http://www.dodgecommunications.com/what-is-marketing-automation
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