Advent: Crafting a Scalable Full-Funnel Campaign That Converts Leads Into Opportunities

Advent: Crafting a Scalable Full-Funnel Campaign That Converts Leads Into Opportunities

The Challenge

Advent Health Partners (Advent), a technology and services provider helping hospital organizations centralize and collect data for more efficiency, had a solution for an industry problem but needed more leads faster to capitalize on market conditions. In a crowded content marketing world, it was essential for the company to provide something truly of value to break through the noise.

The Solution

SmarkLabs evaluated Advent’s positioning, market and resources to recommend next steps that will help them achieve their goals. To do this, Advent had a valuable internal resource: its client services team. The team’s experience in helping clients solve problems could also be applied to prospects as a way to add value and establish its expertise and credibility.

Leveraging this expertise without disrupting client services called for a plan that was consistent and repeatable, to distill knowledge efficiently. To maximize internal investment, it also needed to be scalable. Hospitals face substantial resource and revenue challenges through the claims process, including combatting or receiving denials, responding with additional reviews and appeals. For Advent prospects, that pain is top of mind. Here’s how Advent and SmarkLabs set out to help hospitals solve that pain through a coordinated marketing and sales strategy.

  • Blog content educated prospects of the problem with tips on solving it
  • A free download offering examples of good and bad appeal letters, and a template for crafting your own captured leads and created interest
  • A webinar series helping hospitals solve challenges increased awareness, captured leads and demonstrated expertise
  • A free review of hospitals’ own appeal examples and a consultation with personal advice started the sales conversation
  • Automated emails from sales reps revisited a consultation with interested leads who did not book meetings originally

Each piece of content had clear next steps and built toward a sales situation, nurturing prospects and creating new, well-informed opportunities. Pieces were added after initial successes to keep building a clear path and meet evolving lead-generation goals.

 

The Results

  • Blogs focused on combating denials generated thousands of views and represent the top two most-visited posts.
  • The marketing offers generated hundreds of submissions from current prospects and previously unknown leads.
  • The consultation offer alone increased quarterly pipeline by 22%.
  • The success of the webinar and campaign led to a monthly recurring webinar series educating providers on how to better manage common problems throughout the claims process. The series regularly generated 100+ registrants seeking assistance and expertise.
Liberty Technology Advisors Sees Over 200% Increase in Sales Qualified Leads

Liberty Technology Advisors Sees Over 200% Increase in Sales Qualified Leads

New business for LTA was primarily referral driven by previous customers or their technology partners. In order to scale new business revenue, they needed an approach to identify new prospect opportunities directly. Without a brand name like Accenture, the direct outreaches were not effective despite increasing activity.

SmarkLabs worked with the LTA team on a new approach that leveraged their industry expertise to build trust with potential prospects. The approach required a monthly webcast series featuring a 30-minute Q&A session with LTA’s CEO that focused on industry-related topics. The webcast series was an opportunity to gain trust and credibility among new prospects and identify new projects with existing clients.

SmarkLabs designed a promotion strategy around the webcast series that involved three core channels; Email marketing, outbound sales emails, and social media.

200% increase in sales qualified leads
16% increase in total pipeline

 

Liberty Technology Advisors is a leading ERP and management consultant advisory firm. Expertise includes change management, process engineering, software implementation, vendor selection, and project management. LTA works closely with clients to ensure critical IT applications provide maximum business impact and alignment with organizational objectives.

CodeScience Sees a 280% Increase in Inbound Lead Acquisition

CodeScience Sees a 280% Increase in Inbound Lead Acquisition

Company profile

CodeScience is an industry leader in helping SaaS businesses develop apps and thrive on the Salesforce AppExchange. Founded in 2008 as one of the first Product Development Organizations for Salesforce, CodeScience has built over 100+ apps for clients including SpringCM, Lattice Engines, and MailChimp.

Challenge

CodeScience came to SmarkLabs seeking a partner to help them craft a strategy to increase the company’s volume of qualified leads. Like many marketing teams, CodeScience’s team was stretched thin managing multiple marketing initiatives and needed expertise and services to stay focused on the objective goals of marketing.

Solution

The new, full-funnel marketing engine of CodeScience focuses on integrated and measurable Account-Based Marketing (ABM) campaigns targeting key customer tiers and tactical website upgrades that focused on Conversion-Rate Optimization (CRO). CodeScience is engaging prospects with more targeted outreach and segmented campaigns, utilizing messaging across channels from marketing, SDR and sales team for a unified buyer’s journey.

Results

The joint effort between CodeScience and SmarkLabs led to a 35 percent increase in website traffic, and most importantly, a 280 percent increase in inbound lead acquisition. Within the first three months of the partnership, CodeScience boosted its conversion rate by 66 percent.

Bluebird Homecare: Leveraging Paid Advertising to Drive New Client Acquisition

Bluebird Homecare: Leveraging Paid Advertising to Drive New Client Acquisition

Highlights

  • 39% decrease in quarterly cost per conversion
  • 196% increase in quarterly new lead acquisition

The Challenge

Bluebird Homecare (Bluebird), a Nashville-based homecare provider operating in the Midwest and Southeast, sought more ROI from their marketing spend. The company wanted to generate more leads for its regional locations, as well as nurture existing referral relationships with local healthcare organizations in those markets. Connecting through the burgeoning Nashville healthcare scene, Bluebird Homecare CEO Stuart Brunson, partnered with SmarkLabs to build and execute a client acquisition strategy.

The  Solution

SmarkLabs created and implemented a marketing strategy that connected with, nurtured and converted consumer and business prospects. A core component of strategy targeted at consumers was paid advertising through Google AdWords and augmented with Facebook remarketing. SmarkLabs set up campaigns based on each Bluebird location, implementing A/B testing by region of different AdWords bid strategies. After measuring and analyzing results, SmarkLabs then recommended the strategy creating maximum opportunity.

The agency also provided training on utilizing the HubSpot CRM and portal. A closed-loop reporting solution built by SmarkLabs in HubSpot allows Bluebird regional directors to mark whether leads are qualified or unqualified, allowing for further reporting and insights into the quality of leads generated. Custom workflows used location and page-visit logic to automatically assign new leads to the correct owner.

To monitor and gauge success and areas for improvement, SmarkLabs also built a custom Databox dashboard compiling KPIs and results, overall and segmented by location. This updates regularly and allows the client to keep track of investment and returns in real-time.

The Results

Aligned with SmarkLabs, Bluebird was able to expand its services and increase operating locations less than a year after beginning the partnership, opening three additional offices with more planned expansion ahead.

Some noteworthy statistics on paid advertising successes:

  • 89% increase in site traffic
  • 196% increase in new contact acquisition
  • 252% increase in client prospect leads generated
  • 13% decrease in average cost per click
  • 39% decrease in cost per conversion

Based on AdWords success, Brunson will expand paid efforts and budget to generate leads in new Bluebird locations.