Keeping Your Sales Funnel Full of New Contacts is Critical to Your Business Objectives

Relequint works with B2B healthcare companies to architect sophisticated sales funnels for qualified leads that are ready-to-buy. Our healthcare clients develop software-as-aservice, medical devices, equipment, post-bariatric foods and provide retirement services. Relequint assists healthcare companies in developing detailed buyer personas and identifying the contacts that are truly sales qualified. We develop an entire year of content based on the buyer persona and then make adjustments monthly to keep content relevant.

CONVERSION OFTEN COMES DOWN TO LANDING PAGES

Providing content that matters to your prospects is critical, but once they’ve made a decision to pursue your path of content they will end up at a landing page that requires them to give up information. Make the offer clear and direct it specifically to your buyer. The more healthcare purchasing language you can use the better, as it will convert more of the right prospects.

EXAMINING SESSION TRAFFIC FOR HEALTHCARE WEBSITE REDESIGN OPPORTUNITIES

As a B2B healthcare marketer, we understand that your company is focused on innovation in services and products for hospitals, health networks, medical practices and patients. Although you may have pioneered groundbreaking work, getting your message out and positioned as you prefer can be a challenge. Closely studying visitor behaviors over time provides opportunities to develop long-term strategies that not only increase traffic, but also bring more of your specific buyers to your content.

B2B BLOGGING AS AN ASSET

A key difference between B2B content and advertising is the understanding that your content continues to be a source of qualified leads long after it goes live. That next big account may come in through a blog post from two years ago.

You need to convince leadership that the short-term and long-term benefits of working on blogging will make the challenges worth it. Make sure you provide plenty of metrics and research, along with feedback from your team members.

B2B blogging without measuring results and acting is a complete waste of time. We recognize that the number of metrics can seem overwhelming. The most important metrics you need to track are:

• Visitors

• Leads

• Subscribers

• Inbound Links

• Social Media Shares

Patient Enagement Amplified

As one example, PatientBond offered a webinar to urgent care centers called “Enhancing Urgent Care Clinics’ Financial Performance through Differentiated Patient Engagement and Behavior Change.” The Urgent Care Association of America (UCAOA) agreed to be a co-presenter and offer promotional support via emails to its members.

Relequint created a landing page for webinar registrations and promoted the webinar to generate sales-qualified leads. Our comprehensive marketing strategy included: 

• Helping PatientBond identify objectives tied to webinar registrations, ability to close sales and revenue targets 

• Leveraging inbound marketing tools to drive sales qualified leads into sales funnel 

• Developing a robust digital marketing program encompassing blog posts, a landing page, web page updates, email, and social media campaigns 

• Designing calls to action to convert traffic produced from organic search, email, social, and PPC ad campaigns 

• Following up with lead nurturing emails

• Creating an on-demand version of the webinar to continue to collect leads after the webinar ended

• Tracking and reporting on ROI from lead generation efforts

• Attracted 292 webinar registrants, including 249 new contacts

• Received 51 on-demand views to date

• Increased leads 160% 

• Increased social media followers 46%

• Earned a LinkedIn ad conversion rate of 5% 

The total result of this and other inbound marketing campaigns? In PatientBond’s own words, “more leads than we can keep up with.”