Moving Prospects Through the Buying Cycle

A company that helps healthcare organizations optimize every area of the revenue cycle — patient access, medical coding, charge capture, compliance, medical billing and accounts receivable management. They had accumulated thousands of leads through events, direct marketing, sponsorships, search and social. Moving even a small percentage from stage one to stage two of the buying cycle could deliver substantial returns.

Thousands of dormant leads and no system to warm them — they needed a nurture engine that would move prospects forward without a hard sell.

We recommended an informational nurturing campaign: short, high-value communications delivered in a robust, compact way — establishing thought leadership while increasing retention. We developed a monthly newsletter, the “Impact Report,” with topics on how the client's solutions helped practices keep more of what they earned. Prospects who showed interest in a topic received a follow-up email with deeper insight; continued interest earned a webinar invitation, giving sales direct insight into attendee issues. The full lead flow — from Marketo to Salesforce — was documented in an architecture for marketing and IT, giving everyone one view of the process from unqualified lead to engaged to stage-one opportunity.

The first test flight in two verticals led to two closed deals, and program ROI exceeded 6:1 in the first two weeks alone.