Imprivata & True Influence - SDSummit Case Study 2019 w/ Naomi Marr & Lynne Powers
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Imprivata Case Study for True Influence at the SiriusDecisions Summit 2019 held in Austin, TX.
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Imprivata & True Influence - SDSummit Case Study 2019 w/ Naomi Marr & Lynne Powers
- 1. © 2019 Imprivata, Inc. All rights reserved. The Intent Journey Learning to Leverage Virtual Buyer Breadcrumbs Tuesday, May 7, 2019
- 2. © 2019 Imprivata, Inc. All rights reserved. 2 Who we are Lynne Powers Director, Global Demand Generation Naomi Marr Director, Global Marketing Operations Twitter: @imprivata Website: www.imprivata.com
- 3. © 2019 Imprivata, Inc. All rights reserved. 3 Agenda • Imprivata, True Influence, and InsightBase – At-a-Glance • How Intent Data and Analysis Impacts Marketing • Programmatic Approaches • True Influence and InsightBase Impact
- 4. © 2019 Imprivata, Inc. All rights reserved. 4 Imprivata At-A-Glance 6M care providers 1900+ global healthcare customers 35+ Patents Issued To-date 2019 KLAS SSO Leader 2018 Frost & Sullivan Technology Award Industry Leadership Founded 2002 Offices in US, UK, and Australia 450+ Employees Worldwide Company Information 45 countries
- 5. © 2019 Imprivata, Inc. All rights reserved. 5 Leveraging Virtual Buyer Breadcrumbs Use intent data to move opportunities through the Demand Unit Waterfall® stages Trending to support Sales and Marketing cycles Identify audiences for outbound campaigns Intent-based programmatic approaches Driving account-based selling and marketing focus
- 6. © 2019 Imprivata, Inc. All rights reserved. 6 Identify Audiences for Outbound Campaigns Program Manager Program Manager Target Accounts
- 7. © 2019 Imprivata, Inc. All rights reserved. 7 Week 1 3 5 7 9 11 13 15 17 Email – EPCS Benefits Video Email – Congress EPCS Blog Email – HealthEast Epic Video Email – EHR Switch WP Email – EHR Switch Video Email – PRMC EPCS Case Study Email – Request a Demo Email #8 Email #9 Direct Mail - Video Mailer Direct Mail - Case Studies Sales Rep Follow-up to DM Sales Rep Follow-up to DM Gift DM Benchmarks Set QBR of Benchmarks Sales Email Outreach LinkedIn Outreach LinkedIn Outreach IP Targeted Banner Ads & PPC Geo-Target Sales Email Outreach Sales Email Outreach Intent Data Analysis for Sales Intent Data Analysis for Sales Intent Data Analysis for Sales Data Augmentation Intent Data Analysis for Sales Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Whole-Account Marketing & Sales Effort
- 8. © 2019 Imprivata, Inc. All rights reserved. 8 Accelerate Demand Unit Waterfall Movement Measure Opportunities top to bottom Created three new Opportunity stages to handle “Leads” When intent is shown, Opportunity stage changes from Target to Active ConfirmID OneSign Cortext PatientSecure IdentityGovernance API integration between Salesforce and InsightBase allows us to know which product Opportunity needs to be moved
- 9. © 2019 Imprivata, Inc. All rights reserved. 9 Account Information Drives Strategy + Customized Messages and Campaign Tactics Targeted to Key Personas SALESDEFINED Role and Level of Engagement Account Information EHR Beds Existing customer CMIO CIO CISO Chief Compliance Officer IT Director Director Pharmacy Clinical Leadership Remarketing + Product Focus Confirm ID for EPCS Account Priority High Driver/ Leverage Security Strategy Type Product support/ promotion MARKETINGDEFINED PPC Advertising LinkedIn Outreach IP-targeted Ads Content Syndication Trade Shows or Events Direct Mail On-demand Webinars Webinars Blog Posts Personalized Website Email
- 10. © 2019 Imprivata, Inc. All rights reserved. 10 Whole-Account Marketing & Sales Effort Week 1 3 5 7 9 11 13 15 17 Email – EPCS Benefits Video Email – Congress EPCS Blog Email – HealthEast Epic Video Email – EHR Switch WP Email – EHR Switch Video Email – PRMC EPCS Case Study Email – Request a Demo Email #8 Email #9 Direct Mail - Video Mailer Direct Mail - Case Studies Sales Rep Follow-up to DM Sales Rep Follow-up to DM Gift DM Benchmarks Set QBR of Benchmarks Sales Email Outreach LinkedIn Outreach LinkedIn Outreach IP Targeted Banner Ads & PPC Geo-Target Sales Email Outreach Sales Email Outreach Data Augmentation Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Intent Data Analysis for Sales Intent Data Analysis for Sales Intent Data Analysis for Sales Intent Data Analysis for Sales
- 11. © 2019 Imprivata, Inc. All rights reserved. 11 Trending to Support Sales and Marketing Cycles ABM Pilot Begins Sales Lunch Meeting New PatientSecure Opportunity Created ● Spikes in 3rd party intent prior and after Sales Meeting ● 3rd party intent then levels off once Opportunities are moving forward
- 12. © 2019 Imprivata, Inc. All rights reserved. 12 InsightBase Trending
- 13. © 2019 Imprivata, Inc. All rights reserved. 13 Whole-Account Marketing & Sales Effort Week 1 3 5 7 9 11 13 15 17 Email – EPCS Benefits Video Email – Congress EPCS Blog Email – HealthEast Epic Video Email – EHR Switch WP Email – EHR Switch Video Email – PRMC EPCS Case Study Email – Request a Demo Email #8 Email #9 Direct Mail - Video Mailer Direct Mail - Case Studies Sales Rep Follow-up to DM Sales Rep Follow-up to DM Gift DM Benchmarks Set QBR of Benchmarks Sales Email Outreach LinkedIn Outreach LinkedIn Outreach IP Targeted Banner Ads & PPC Geo-Target Sales Email Outreach Sales Email Outreach Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Intent Data Analysis for Sales Intent Data Analysis for Sales Intent Data Analysis for Sales Intent Data Analysis for Sales Data Augmentation
- 14. © 2019 Imprivata, Inc. All rights reserved. 14 Programmatic Approaches: Persona Augmentation • Buying Group Personas Pivotal to Model • Every Gap We Fill in Strengthens: – Sales’ Ability to Develop an Account Relationship – Marketing Campaign Coverage – Campaign Budget Savings • Instead of Just Plugging with Generic Contact Data, Consider the Power of Adding Only Those Contacts That Have SHOWN Intent! Product A Product B Product C Product D Product E Chief Compliance Officer X X X CNIO X X X X X CMIO X X X X X CMO X X X X X CNO X X X X X VP Revenue Cycle X Patient Safety Officer X Director Patient Access X HIM Director X Director of Pharmacy X Director of Patient Experience X Biomedical Engineer X CIO X X X X X IT Director X X X X CISO X X X X Hospital XYZ
- 15. © 2019 Imprivata, Inc. All rights reserved. 15 Whole-Account Marketing & Sales Effort Week 1 3 5 7 9 11 13 15 17 Email – EPCS Benefits Video Email – Congress EPCS Blog Email – HealthEast Epic Video Email – EHR Switch WP Email – EHR Switch Video Email – PRMC EPCS Case Study Email – Request a Demo Email #8 Email #9 Direct Mail - Video Mailer Direct Mail - Case Studies Sales Rep Follow-up to DM Sales Rep Follow-up to DM Gift DM Benchmarks Set QBR of Benchmarks Sales Email Outreach LinkedIn Outreach LinkedIn Outreach IP Targeted Banner Ads & PPC Geo-Target Sales Email Outreach Sales Email Outreach Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Intent Data Analysis for Sales Intent Data Analysis for Sales Intent Data Analysis for Sales Intent Data Analysis for Sales Data Augmentation Intent-Based Content Syndication Intent-Based Display Advertising
- 16. © 2019 Imprivata, Inc. All rights reserved. 16 Programmatic Approaches: Display Ads Program Manager ABM Accounts
- 17. © 2019 Imprivata, Inc. All rights reserved. 17 Programmatic Approaches: Content Syndication Program Manager ABM Accounts
- 18. © 2019 Imprivata, Inc. All rights reserved. 18 Intent Data Impact
- 19. © 2019 Imprivata, Inc. All rights reserved. 19 Whole-Account Marketing & Sales Effort 1 3 5 7 9 11 13 15 17 Sales Rep Follow-up to DM Sales Rep Follow-up to DM Benchmarks Set QBR of Benchmarks Sales Email Outreach LinkedIn Outreach LinkedIn Outreach Sales Email Outreach Sales Email Outreach Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Demand Unit Waterfall ® Intent Data Analysis for Sales Intent Data Analysis for Sales Intent Data Analysis for Sales Intent Data Analysis for Sales Data Augmentation Intent-Based Content Syndication Intent-Based Display Advertising Email – EPCS Benefits Video Email – Congress EPCS Blog Email – HealthEast Epic Video Email – EHR Switch WP Email – EHR Switch Video Email – PRMC EPCS Case Study Email – Request a Demo Email #8 Email #9 IP Targeted Banner Ads & PPC Geo-Target Direct Mail - Case Studies Gift DM Direct Mail - Video Mailer Week
- 20. © 2019 Imprivata, Inc. All rights reserved. 20 • Identify Audiences for Outbound Campaigns • Use Intent Data to Move Opportunities Through the Demand Unit Waterfall® Stages • Trending to Support Sales and Marketing Cycles • Driving Account-Based Selling and Marketing Focus • Intent-based Programmatic Approaches Key Takeaways Leveraging Virtual Buyer Breadcrumbs
- 21. © 2019 Imprivata, Inc. All rights reserved. Any Questions?
- 22. © 2019 Imprivata, Inc. All rights reserved. To Learn More: Visit: www.trueinfluence.com Phone: 1-888-301-4758 Thank you!
Editor's Notes
- Shelley ask what advice they would give to others when they first start using InsightBase