IHM: The Institute for Health Metrics – Boston, MA

Project: Demand generation with Marketing Automation

Mission: Recalibrate the IHM Sales Machine

Results:

• 500% Increase in website lead traffic in 3 months.
• 60% increase in qualified target marketing database
  • segmented by tier and functional responsibility.
• Identified and targeted most profitable market segments with refocused and targeted messaging
• Aggregated existing content from Infection Control, Quality and Physician Credentialing to repurpose for demand generation.
• Defined, developed and implemented the IHM Knowledge Resource Center.
  • Content for the site included:
    white papers, webinars, business briefs and general collateral.
• Repurposed and generated “aspirational” communications for delivery as vignettes to qualify, nurture and educate high-value target audience segments.
• Defined lead tracking, scoring and prioritization schema for presales and sales.
• Redefined and built marketing- and sales-aligned dashboards using a marketing automation platform (MAP) integrated with Salesforce.com.

Background:

IHM offers a solution to aggregate hospital medical records data to identify trends and deploy best practices processes and methodologies. IHM sales and marketing required a recalibration of its processes to rapidly and predictably drive brand awareness and generate a maturing pipeline of qualified prospects who were scored and passed to presales and sales.

Our work:

Renaissance built a knowledge resource center for medical professionals along with other demand generation initiatives to drive qualified interest into and through the sales pipeline. In 3 months the new, recalibrated sales machine was up and running with increased site traffic of 500%, and a cleaned and normalized Salesforce.com (SFA) database synchronized with the marketing automation (MAP) database. In less than 6 months a series of micro-targeted pain/solution vignettes had delivered identifiable sales opportunities into the sales funnel.


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