The Healthtech Marketing Show

Battle-Tested Techniques for Pipeline Acceleration with Mark Erwich

Sep 17, 2024

Mark Erwich, Chief Strategy Officer at Health Launchpad, shares his insights on pipeline acceleration in healthcare. He emphasizes the importance of understanding customer personas to craft tailored marketing strategies. Strategies for enhancing sales velocity and engaging buying groups are discussed, with a focus on the role of personalization in account-based marketing. Mark delves into the complexities of aligning sales efforts with slower decision-making processes in healthcare, highlighting how intent data can uncover valuable opportunities.

30:41

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Episode guests

Mark Erwich

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Quick takeaways

Effective marketing strategies can significantly enhance sales velocity by providing tailored content that aligns with each stage of the sales cycle.

Engaging multiple stakeholders in a potential client's buying group increases the likelihood of closing deals and reduces reliance on single contacts.

Deep dives

Understanding Pipeline Acceleration

Pipeline acceleration refers to the process of managing the flow of leads through various stages until they are qualified as opportunities in a sales system. Each stage represents a different level of engagement, and sales velocity is a critical metric that measures how quickly these leads move through the pipeline. Marketing plays a vital role by providing the right content at each stage, ensuring that sales teams are equipped to nurture leads effectively. By optimizing the journey from engagement to opportunity, organizations can reduce the lengthy sales cycles common in the healthcare industry.

Engage the Group, Secure the Deal

01:16

Mitigate Risk to Drive Decision-Making

01:20

Engagement Drives Success

01:24

Intro

2min

Accelerating Healthcare Sales Pipeline

9min

Engaging the Buying Group

14min

Navigating Value and Prioritization in Healthcare IT Sales

2min

Navigating Pipeline Management: Insights on Intent Data and Deal Acceleration

4min

In this episode of The Healthtech Marketing Show, host Adam Turinas welcomes Mark Erwich, Principal and Chief Strategy Officer at Health Launchpad, to discuss pipeline acceleration in healthcare technology marketing.

With over 20 years of experience in healthcare technology marketing, Mark brings a wealth of knowledge to address one of the industry's toughest challenges: long sales cycles.

The healthcare technology sector is notorious for its extended sales processes, with average cycles lasting 13+ months and some stretching to 24 months. This puts immense pressure on marketing and sales teams to find ways to accelerate the pipeline and close deals faster. Adam and Mark review strategies and tactics that can help healthtech companies improve their sales velocity.

Throughout the conversation, they explore the relationship between marketing and sales in the context of pipeline acceleration. They discuss how marketing can effectively support sales efforts, expand engagement with buying groups, and re-energize stalled deals. The episode also touches on the importance of understanding and addressing the unique economic pressures and competing priorities healthcare organizations face.

What you'll learn in this episode:

The definition of pipeline acceleration and sales velocity, and why these metrics are crucial for healthtech companies
How marketing can contribute to improving sales velocity and overall pipeline acceleration
Strategies for expanding engagement with buying groups within target accounts
Techniques for balancing top-of-funnel lead generation with acceleration of existing opportunities
Approaches to handling stalled deals and re-engaging dormant accounts
The power of personalization and account-specific marketing tactics in pipeline acceleration
How to leverage intent data to inform and enhance pipeline acceleration efforts
Methods for de-risking decisions for prospects to overcome their fear of messing up (FOMU)
Insights into addressing the economic pressures and competing priorities faced by healthcare organizations
Ways marketing can provide valuable insights to help sales teams prioritize the most promising opportunities

Whether you're a marketing professional, sales leader, or executive in the healthcare technology space, this episode offers valuable insights and actionable strategies to help you navigate the complex landscape of healthtech sales and marketing.

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