Failure to launch? Tips for overcoming common marketing automation pain points HITMC Presentation April 8, 2016

Presenter: Steve Giovinazzo Steve Giovinazzo Regional Vice President, Healthcare & Life Sciences Salesforce Pardot With more than 15 years of healthcare sales and marketing experience, Giovinazzo has seen firsthand the evolution of marketing in the healthcare industry. Prior to Salesforce, Giovinazzo held various leadership positions as VP, President & CMO at several digital healthcare communications firms. He received his MBA from Rotman's School of Management at the University of Toronto, and currently resides in Toronto.

Presenter: Becky McLaughlin Becky McLaughlin Director of Marketing MRO Corp McLaughlin oversees the company’s brand management and drives an integrated marketing strategy that includes public relations, branding, marketing automation and social media. Prior to joining MRO, McLaughlin directed marketing efforts at a national specialty insurance agency. McLaughlin is a Certified Salesforce Pardot Specialist. She received her B.S. in journalism from Syracuse University.

Presenter: Shana Tachikawa Shana Tachikawa Director of Communications Stoltenberg Consulting Stoltenberg Consulting is a healthcare information technology consulting firm providing project management, implementation support, integration between systems and other professional services for healthcare organizations. With Stoltenberg, Shana handles communication endeavors from social media and company collateral to tradeshows and event planning. Shana received her BA from Ohio Northern University and MBA from the University of Findlay with concentrations in organizational leadership and marketing. She currently lives in Columbus, OH.

Presenter: Nicole Wojno Nicole Wojno Director of Marketing Dodge Communications Wojno oversees all marketing automation and content marketing services for Dodge and the agency’s clients, serving as the lead strategist for these accounts. In this role, she works with clients to understand their goals and develop a custom plan to nurture prospects, convert them to customers and deliver measurable ROI. Wojno ensures every marketing plan includes a strong strategic base that connects the company’s value proposition to the needs of their buyer while working closely with clients to drive integrated thinking which leads the development and execution of all marketing automation projects.

4 pain points that marketers experience when using marketing automation 1.Implementing an overarching, integrated communications program 2.Aligning sales and marketing 3.Developing a full range of fresh, engaging content 4.Optimizing inbound marketing programs for lead generation

We are struggling to implement an overarching, integrated communications program that aligns with our marketing automation efforts, how can we do that?

Pain point #1: implementing an overarching, integrated communications program ●Participating in cross-department collaboration ●Keeping assets current and engaging ●Leveraging multi-channel marketing ●Optimizing inbound marketing programs

Leveraging multi-channel marketing

Optimizing inbound marketing programs Attract Convert Nurture Retain ANONYMOUS VISITORS IDENTIFIED LEADS ADVOCATES QUALIFIED PROSPECTS

We’re having trouble aligning sales and marketing efforts, how can we fix this?

78% 78% of opportunities go to the company that responds first. –Harvard Business Review 80% 80% of contacts who express an interest today but do not invest, will do so in the next 24 months. -SiriusDecisions 50% Lead Nurturing generates 50% more sales-ready leads at 33% lower cost. -Forrester Research Aligning marketing and sales drives revenue acceleration and efficiency

Pain point #2: aligning sales and marketing ●#1 - Determine necessary collateral to support sales efforts –Regular meetings/cadence between marketing and sales leadership –Survey reps to understand where the sales bottlenecks exist ●# 2 –Develop targeted collateral to drive engagement –Implement a collaboration platform to share content for distribution –Categorize to make it easy for sales to find/distribute ●#3 - Develop a sales enablement program –Regularly train sales teams on how to best leverage your collateral –Share success and stories

We don’t have the budget to develop a range of engaging content that appeals to multiple audiences at different points in the sales cycle, how can we use what we have?

Pain point #3: developing a full range of fresh, engaging content ●Creating a content strategy based on sales funnel stages ●C.O.P.E. ●Identifying gaps in content and areas for improvement

Create a content strategy based on sales funnel stages Awareness Stage Evaluation Stage Decision Stage Provide content such as a blog post, infographic, editorial content, tip sheet, educational white paper, eBook or how-to video. Provide content such as an expert guide, research report, demo video, FAQs doc, product video or literature or a case study. Provide content such as a vendor comparison, free trials, demo, consultation, or a client testimonial.

C.O.P.E. BLOG POST POST- SHOW DRIP S DATA SHEET ADS EBLAST TEXT AD SOCIAL MEDIA LANDING PAGE MEDIA RELATIONS BLOG POST FEATURE ARTICLE BYLINED ARTICLE DRIP S WHITEPAPER SOCIAL MEDIA CASE STUDY BLOG POST DRIP S TRADE SHOW SPEAKING ENGAGEMENT VIDEO RECORDING DRIP S SOCIAL MEDIA CLIENT INTERVIEW DRIP S BLOG POST SOCIAL MEDIA LANDING PAGE BANNER AD

We’re not generating many conversions from our landing pages and forms, what’s going on?

Paint point #4: optimizing inbound programs for lead generation ●Determining the right type of content to gate ●Developing visually appealing landing pages ●Including compelling copy and a strong CTA ●Leveraging value exchange and progressive profiling

Developing visually appealing landing pages

Including compelling copy and a strong CTA

Leveraging value exchange and progressive profiling

Thanks for attending Nicole Wojno Becky McLaughlin Shana Tachikawa Steve Giovinazzo

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