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InsightBASE Case Study: Imprivata

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When healthcare IT security company Imprivata transitioned to an account-based marketing (ABM) strategy, they realized that intent data could provide the deep customer insights they needed. Learn how they used InsightBASE to keep their customer journeys on track by creating intent data checkpoints.

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InsightBASE Case Study: Imprivata

  1. 1. Be there when they’re ready to buy Right Place, Right Time. How Intent Data Flags Accounts That Are Ready To Buy Tuesday May 8, 2018 Janet Rubio Chief Marketing Officer True Influence Naomi Marr Director, Marketing Operations Imprivata Lynne Powers Director, Demand Generation Imprivata
  2. 2. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com2 We are trueI n fluence • Activating the ABM landscape so you can be there when they’re ready to buy • Leveraging the largest collection of B2B intent signaling data • Delivering powerful fact-based insights on in-market buyers at all stages of the purchase funnel • Providing marketing and sales teams with highly actionable prospect insights • Combining purchase intent data with verified contact information
  3. 3. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com3 The Leading Data-Driven ABM Company Founded 2008 Relevance Engine 2010 InsightBASE® January 2016 Intent Monitoring Category January 2017 250+ Customers
  4. 4. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com4 True Influence Offerings Content syndication driven by intent • We mine InsightBASE for leads showing an active interest in your products • Leads are qualified using tailored email campaigns • We deliver TripleCheck verified leads for your sales and marketing teams Value-packaged tele-verified leads • We find customers ready and willing to pick up the phone • We ask a series of qualifying questions to determine interest level • Gain actionable intelligence and sales leads • Leverage profile intelligence • Understand pain points • Fill all stages of your pipeline with TripleCheck verified leads SPIKING INTENT SPIKING INTENT • Source new accounts by monitoring intent to purchase • Monitor existing accounts for activity spikes • Target accounts at the right time with the right message • Integrate seamlessly to unify your technology stack • Detect early sales opportunities to stay one step ahead of the competition • Self-service account acceleration platform based on intent TripleCheck verified contacts with a spiking interest in your solutions
  5. 5. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com5 More Than 250 Leading B2B Brands Trust True Influence
  6. 6. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com6 Our Speakers Lynne Powers Director, Demand Generation Naomi Marr Director, Marketing Operations Twitter: @imprivata Website: www.imprivata.com
  7. 7. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com7 Imprivata At-A-Glance 6M healthcare providers 39 countries Industry Leadership • 30 patents issued to-date • Cerner partner of the year • Elaborate partner eco-system Company Information • Founded 2002 • Offices in US, UK and Australia • 420+ employees wordwide 1700 global healthcare customers
  8. 8. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com8 Questions you might have about Intent Data Where do Intent Data solutions fit in the new Demand Unit Waterfall and the Marketing tech stack? Can Intent Data identify trends in need of Sales or Marketing action? How does Intent Data fit in with Account-Based Marketing strategies? How does Intent Data help place the right products in from of the right people at the right time? How can Intent Data be used to determine targets' interest area and level?
  9. 9. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com9 Project Technology 2.0 Account- Based Marketing Demand Unit Waterfall Execution Efficiencies and Process Changes Better Results and Experience Clear Measurement and Common Vernacular Impact
  10. 10. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com10 Account Based Marketing Strategy Internal Drivers/Leverage EMR Implementation/Switch Legal/Compliance Workflow efficiency Security VDI Implementation Other Core Product Focus OneSign PatientSecure Confirm ID EPCS Confirm ID Remote Access Cortext Complete Solution Account Strategy Type High Air Cover Broaden Awareness Cross-Sell Solution Product Support/ Promotion Deal Acceleration Customer ChallengeProduct Strategy
  11. 11. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com11 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 Direct Mail - Case Studies 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 Sales Rep Follow-up to DM Sales Rep Follow-up to DM Direct Mail - Key Personas Sales Rep Follow-up to DM Gift DM Benchmarks Set Measure Results Sales Email Outreach LinkedIn Outreach LinkedIn Outreach IP Targeted Banner Ads & PPC Geo-Target Sales Email Outreach Sales Email Outreach Analyze Intent Data for Sales Team Analyze Intent Data for Sales Team Analyze Intent Data for Sales Team Analyze Intent Data for Sales Team Data Augmentation
  12. 12. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com12 Identifying Trends for Sales and Marketing Activation 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
  13. 13. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com13 1st & 3rd Party Intent Data Relationship Email Campaigns/Events Clicks
  14. 14. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com14 Proof is in the Lunch Pudding “I had lunch with the new CIO and a few of his direct reports last month – they reached out to us… …He stated that they will be moving forward with OneSign (working to identify which site will be the pilot) and would also like to start to present PatientSecure to his rev cycle team… …I was told that Imprivata collateral was all over their IT office.”
  15. 15. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com15 Opportunity Impact of Campaign $1.8M
  16. 16. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com16 Right Products, Right Accounts, Right Time • Large hospital network (160 facilities) • Existing OneSign Customer – Intent signals show interest in Confirm ID EPCS (electronic prescription of controlled substances) – No Sales interaction around that product • Product experts and Sales now have active conversations • New Opportunity added to pipeline
  17. 17. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com17 • Single-site facility • Not a current customer • No luck penetrating account in the past and no current activity • Sales not aware of intent signals Determine Targets' Interest Levels
  18. 18. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com18 Leverage Tech Stack: Operationalize Demand Unit Waterfall® • New Demand Unit Waterfall (DUW) Stages Mapped • Ownership Clarity and Accountability (marketing/tele/sales) • Functional Work Within Process Defined • Tech Stack Mapped to Process
  19. 19. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com19 Accelerate Demand Unit Waterfall @ Active Stage • Active stage reflects 3rd AND 1st party intent – 3rd party intent enables forensic selling! • Salesforce and True Influence integration – Pass product value to move product-specific demand units (Opportunities) – Pass Salesforce account ID to ensure correct demand units are moved • If there's intent, Opportunity stage moved from Target to Active • Determine if there's a mismatch between Account strategy and intent for a different product – Marketing and Sales conversation
  20. 20. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com20 Key Takeaways On the Power of Intent Data • Intent Data fits in with Account Based Marketing strategies • Intent Data determines targets' interest area and level • Intent Data helps put the right products in front of the right people at the right time • Intent Data identifies trends for Sales or Marketing action • Intent Data solutions fit into the new Demand Unit Waterfall and the Martech stack
  21. 21. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com21 Q & A
  22. 22. ©2018 True Influence. All Rights Reserved | www.trueinfluence.com22 Thank You To learn more: visit: www.trueinfluence.com | email: sales@trueinfluence.com Visit us at booth #163

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