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Case Study

Marketing

Building a Marketing Strategy to Create a Measurable Pipeline

Industry Segment: Healthcare Technology – IDN, Group, and Individual Hospitals

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Project Summary
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This healthcare technology client came to the GANI team in need of a clearly defined brand identity, product messaging and marketing that could produce measurable leads. After a series of rebrands, it was clear the market was confused about their brand and the products they offered. This client partnered with us to shape the direction of their brand and flesh out a long-term marketing strategy to create leads and measurable pipeline.

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The Goal

The GANI team partnered with this client’s executive team to outline the need for an effective brand strategy, including clearer messaging and more robust positioning that would solidify their identity in the market. Key milestones were defined, including the creation of visual brand standards, voice and tone sheets, product messaging packages, and a multi-year marketing plan to generate more effective leads and bring the first measurable ROI to the marketing team. 

Our Process

Our team began to build a cohesive brand identity by digging into market research, consulting key internal stakeholders, and defining the product benefits and differentiators. Then we created strong brand messaging and positioning guidelines, along with an outline of the brand nomenclature to ensure consistency.  

After updating the brand, we partnered with the sales to tailor build a persona-driven marketing plan that fit perfectly into the buyer’s journey. 

The Targets

Identifying a comprehensive cross-channel content strategy and implementing marketing automation tools, the GANI team aligned with our client on the final KPI target outcomes, including: 

  • Increasing target deal prices by 20% 
  • 25% of new logo pipeline created by marketing  
  • Delivering an ROI of 2.5 or higher on their investment in our partnership  
a circle with a dollar sign inside with an arrow going through it: shows the dollar amount of marketing revenue below
an increasing bar graph with a magnifying glass with a dollar sign inside over the graph; shows the percentage of the marketing pipeline below
an increasing bar graph with an arrow over it; shows the number of marketing ROI below; a shopping cart on a computer screen; shows the percent increase in average deal price below
The Results

This multi-year engagement exceeded all of our target outcomes, increasing target deal prices by 32% and delivering a strong ROI of 3.8 to 1 for the life of the partnership. Our ROI-driven marketing approach contributed to 27% of new logo pipeline, with marketing-generated deals closing 20% faster and worth 12% more than sales-generated deals. Ultimately, this plan led to over $4 million in marketing creating new revenue generated for our client throughout the partnership. 

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J.R. Garrett

Managing Partner

I am a discerning guy who enjoys helping others build their businesses and solve big problems. Building GANI with Greg has been a dream come true as we have always been aligned on how to value people and bring value to people.

In my free time you can usually find me spending time with my family, exercising, and when is it time to unwind I head to the ocean.  

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Greg Priode

Managing Partner

I am a passionate guy who loves to solve problems and create unique solutions using data to develop and execute product and marketing strategies, that can bring measurable results for GANI and our clients.  Building GANI with J.R. was never even in my dreams, yet now I can’t image doing anything else with anyone else. 

When I am not working, I am spending time with my family or am outdoors, when I need to recharging a quiet hike or camping trip is exactly what I need.

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