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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