A Lead Management Program that Works
In 1960, Hitachi Healthcare developed the world’s first commercially available diagnostic ultrasound system. Since then they have continued to be innovators in highly sophisticated technologies that save lives every day, including pioneering MRI technology which has unique features for larger and difficult to scan patients.
Sometimes a Great Product is Not Enough
Although Hitachi has leading edge products, the internet has drastically changed the way people buy. Having a superior product is no longer enough to generate leads and getting through to influencers and economic buyers in the healthcare sector today is a difficult challenge for marketers.
The Hitachi team had tools; Dynamics for CRM and ClickDimensions for marketing automation. The team needed the ability to track users on the website and what happened when visitors were consuming content. They were not able to identify current clients versus prospects in their database nor did they have lead nurturing activity set up for highly interested visitors. They needed data and lead tracking. This made it difficult to do anything other than batch and blast email marketing to the entire database.
How the Marketing CoPilot Quick Start Plan Helped Hitachi Healthcare Develop a Lead Management Strategy
The Quick Start Plan is a structured framework to analyze existing data, document buyer personas and the buyer journey and set up lead management processes that could be tracked and measured against qualified leads.
The first step was to identify the ideal buyer for a specific product set and the influencers involved in the sales process. The next step was to map out a conversion strategy that could be applied to the website and set up in their marketing automation tool.
Using that data that existed in Google Analytics, the marketing automation tool and the CRM, Marketing CoPilot was able to develop a keyword strategy to help optimize the content being developed for the website and subsequent campaigns that would drive traffic to a lead magnet. The purpose of the lead magnet was to confirm the visitor; returning customer or prospect. They were then put into the appropriate lead nurturing workflow with the appropriate content based on their persona profile.
Creating the Right Content Strategy
Now that leads could be properly identified on the website, the Hitachi team was able to lead score them and work through a process that qualified them for a sales call.
Identifying personas was key to data segmentation in the marketing automation tool. From here Hitachi and the Marketing CoPilot team were able to identify a content map and build up content for each persona type. This helps a personas self-serve and self-select on the website to support the buyer journey.
The Team quickly identified a theme that would be of high interest and value to the personas and create differentiation for the Hitachi products and services. Remember, just having a good product and a website is no longer enough for buyers to engage. Hitachi needed more than just product content on the website to get the attention of the researcher of products and the economic buyer of the solution.
Throughout the process, there were critical decisions that the Hitachi marketing team had to make. Transitioning from traditional B2B selling to digital lead generation is a tough road to hoe. Tactics were questioned and the road to website improvement was not an easy one. But having a methodology and a coach that understood best practices, guided the team to lead management success.
The Final Word
Even all-star players need a good coach. Our work with Marketing CoPilot has helped us pave the way to a better and more informed inbound marketing program. We can see a time, in the not too distance future, where we are not only optimizing our marketing automation function, but monetizing it.
Perhaps the most important takeaway is that the buyer persona is an ongoing journey. Buyers may buy one way one month and six months later may have very different requirements from what they’re expecting to see. One good example is that from 2017 to 2019 we saw a dramatic increase in buyers going online to check out people on LinkedIn before they would agree to meet with someone. This illustrates the importance of platform specific strategies and knowing where your buyers are focused. But remember, that could change at any time. To be a successful business your job is to continually evolve the content and program.
Having a coach who will stay with you to help you identify areas for improvement, identify opportunity, and help you move your results forward is key to strategic success.
Ready to achieve similar results?
Our Quick Start Plan is designed to create the foundation for your digital lead generation success. In 4 weeks, you will have a plan driven by data analysis, your unique buyer’s content requirements and tactics that generate results.