Building a Marketing Strategy to Create a Measurable Pipeline

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

Project Summary

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.

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

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.