Karen Thomas-Smith, Vice President, Provider Marketing and Reference Management, Optum
Thomas-Smith shared her view of a marketing organization maturity model and how she restructured the team to change not only their role, but their focus.
"Everyone was talking about their product. Inwardly focused … we were talking about ourself all the time and not ever talking about our clients or our prospects,” Thomas-Smith said.
Thomas-Smith realized her team needed to move from "one and done” marketing and ad hoc reporting to deep customer knowledge. So the team engaged in research to discover how to best serve their customers with their marketing. Since their ideal customers are high-ranking executives, this was no easy task. But she discovered an important insight about how to reach this influential group.
"Whenever you're trying to get C-suite of any kind's time and attention, don't ask for a 30-minute meeting. For whatever reason, you ask 15, you ask 20, they think they can have another meeting after that, they'll accept it,” Thomas-Smith said.
"How do we tell what we do to the marketplace in a way that matters to them?” Thomas-Smith asked.
Thomas-Smith's team created a business strategy to help healthcare organizations navigate the journey from providing care to managing health.
"We were not really thinking about a campaign; we were thinking what story do we need to tell in the marketplace,” Thomas-Smith said.
Thomas-Smith created a content machine to get the though leadership content in the hands of potential customers.
"Nuggyifying is what we did. We learned we needed to have little nuggets of information,” Thomas-Smith said.
In addition to the content machine, they also educated and engaged potential customers with a lead nurturing campaign to get them to the point they were ready for a conversation with Field Sales.
As a result of this overall, Thomas-Smith's team generated more than 12 million impressions, more than 10,000 downloads of gated content and more than $120 million in sale pipeline.
"Companies can be high customer or high self. You've got to change your lens to be high customer,” Thomas-Smith said.
Watch the full, free session from MarketingSherpa Summit (embedded above) to learn more about Thomas-Smith's campaign directly from her so you can replicate her efforts in your own company.
Ideas and inspiration from 11 years of award-winning campaigns
How Ferguson Enterprises Generated Over $10 Million in Online Revenue by Enriching Its Customer Experience
Webinar Replay: Top takeaways of MarketingSherpa Summit 2016
Get the latest case studies and data on email, lead gen, and social media along with MarketingSherpa updates and promotions.
Denis Mrkva, General Manager, HealthSpire, a startup within Aetna, shares what he has learned while leading a team that sells Medicare Advantage plans to older customers.
Marketing 101: Copywriting vs. Copy Editing vs. Content Writing
Customer-First Marketing: How The Global Leadership Summit grew attendance by 16% to 400,000
Download a free 54-page report to learn about our latest discoveries based on research with 2,400 consumers.