We all know that email can be effective at driving demand. The challenge is knowing exactly how to craft our emails in such a way that they are immediately relevant to our prospects. How deep should you segment? How do you figure out the right message to send to each segment? In this session, Jeremy Mason, Director of Demand Generation, SCI, will discuss the bold email strategy his team leveraged to generate 180% lead goal attainment by early Q3, and ultimately exceeded lead targets by 100%. He will discuss how his team redefined their primary buyer personas and launched a triggered email nurturing program based on prospect depth, role, readiness and behavior. Whether you are B2B or B2C, this session will illustrate how to effectively: 1. Build and segment prospect profiles from personas 2. Launch a triggered email program that actually converts potential customers 3. Leverage behavioral marketing scenarios to go beyond “drips”

1. Session Title
How a Healthcare Software Company
Used Behavioral Marketing to Exceed
Lead Targets by Over 100%
JEREMY MASON
Director of Demand Generation
SCI Solutions

2. Jeremy Mason
Director of Demand Generation
SCI Solutions

3. Background

5. 5
The customer

6. 6
The customer

7. Challenge

8. 8
Challenge
All players are known
Players are publicly listed
Competitors target them across the health system software spectrum
Low open and click rate across the industry
Legacy database had low mailable rate

9. 9
Challenge Behavioral
marketing
Event-based
triggered
marketing
Persona-based
personalization

10. Campaign
Step 1: Identify personas
Step 2: Map content against matrix
Step 3: Gauge engagement and desirability
Step 4: Implement agile drips and socialize sales

11. 11
Segment into buying committee
Customers
Executive
CFO CEO CIO/CTO
Influencer
Provider Patient Rev Cycle

12. 12
Segment into buying committee
Customers
Executive
CFO CEO CIO/CTO
Influencer
Provider Patient Rev Cycle

13. 13
CFO profile
• 15 or more years of experience
• Post-graduate education
• Background in finance and medical
administration
• Former medical doctor/hospital administrator
• Concerned about profitability risk (related to
scheduling)
• Concerned with network leakage, predictable
pipeline, repeat business
• Makes sure that hospital will receive payment
for service

14. 14
Persona research
Industry standard databases employed to determine
influencer roles and departments
Data.com provided volume expectations for decision
makers
LinkedIn for role volumes at hierarchical levels on
strategic accounts
Internal data on closed/won ops was also used to
determine who came into the deal where

15. Campaign
Step 1: Identify personas
Step 2: Map content against matrix
Step 3: Gauge engagement and desirability
Step 4: Implement agile drips and socialize sales

16. 16

17. 17
Marketing channel planning worksheet

18. 18
Personalized content

19. Campaign
Step 1: Identify personas
Step 2: Map content against matrix
Step 3: Gauge engagement and desirability
Step 4: Implement agile drips and socialize sales

20. 20
Profile
Grade
Score Rating
>F >=5 COLD
>C >=15 WARM
>A >=5O HOT
Service-level agreement (SLA) with Sales around rating system
Profile Grade: How do
we feel about them?
Scoring: How do they
feel about us?
Rating: How relevant
are they to Sales?

21. Campaign
Step 1: Identify personas
Step 2: Map content against matrix
Step 3: Gauge engagement and desirability
Step 4: Implement agile drips and socialize sales

22. 22
Nurturing
(unknown)
Nurturing
(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got
Referral Probs?”
All
NGHS Vid
Baptist Vid
(lite-TBd)
Click
Open
No
Webinars
Email: Case Study
Archive
No
Email: Webinar
Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar
Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
Submit
Form?
+50
+25
+5
No
Email
Email
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25
days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s
Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Email
Pause: 3 days
All
Behavioral flow
• This email quantifies impact
of problem with an
infographic
• This email legitimizes
urgency of problem from
executive perspective
with an industry journal
webinar
• This email use the subject
line to identify those
prospects interested in
solving the problem

23. Align creative
+10
10 + B
= Cold

24. Align creative
+10
20 + B
= Warm

25. Align creative
+15
35 + B
= Warm

26. Align creative
+15
50 + B
= Hot

27. Align creative
50 + B
= Hot

28. Results

29. 29
Initial results
• 35% growth in opportunities attributed
to electronic marketing programs
• Open rates increase from 0.4% to 4%
after second drip
• Automatically validated email for
130,000 records
288
Sent to Sales
894
Infographic Opens
724
PNM Video Opens

30. 30
2015 – Year over year
• 132% increase in campaign
responses
• 30% increase in funnel velocity for
electronic leads
• Exceeded 2015 MQL target by 31%
• 34% reduction in billable database
• First-time email was significant as
an “attributable” campaign type
(0% to 40%)

31. Key takeaways
We must transcend intuition to connect our customers with what they want, when
they want it. Trust and timing are everything.
Personalization + even triggers = behavioral marketing.

32. Thank You
Jeremy Mason
@automatemkt
@sci4healthcare