際際滷

際際滷Share a Scribd company logo

Marketing that Moved the Needle

Download as PPTX, PDF
J
Jim McDonough

The marketing plan aimed to increase awareness, generate new leads, and retain clients by expanding offerings and ensuring customer satisfaction. Tactics included crafting a new positioning statement, logo, and brand colors. Salesforce and HubSpot were used to track pipeline progress, KPIs, and performance of individual marketing tactics. Content like articles, white papers, and a new website with SEO helped generate awareness and thought leadership. Outbound marketing through print and digital ads communicated the value proposition. Targeted email campaigns, some using video, were effective, as was A/B testing through HubSpot. An innovative video brochure garnered attention for the benefits of the product.

1 of 15
Download to read offline
Marketing @ BulletinHealthcare Strategy and tactics that moved the needle Jim McDonough
It all starts with the Marketing Plan the blueprint for marketing strategy & tactics The strategy: Increase awareness, generate new leads, and retain current clients Expand the offering Ensure customer satisfaction The tactics: see inside ->
But first - a new positioning statement was crafted as well as a new logo, tagline and brand colors
Kantar data was used for targeting while Salesforce.com was used to track pipeline progress and KPIs.
Actually the combination of Salesforce and HubSpot software allowed for tracking of sales and individual marketing tactic performance.
The new website was created. With SEO, it is the cornerstone of inbound marketing efforts. A company page was also developed for LinkedIn and Facebook.
Superior content (articles) were written to generate awareness and thought leadership.
While White Papers Jim authored provided even more in the way of thought leadership.
Being a leader in the Value Beyond the Pill movement opened a new market. The platform delivered digital brand assets of value to target MDs and their patients.
Outbound Marketing plays a key role print and digital ads communicated the value prop in a succinct & compelling way.
The digital campaigns helped generate awareness, engage- ment and lead gen. And with digital, its all about the data!
and A-B testing via HubSpot allowed for message and imagery optimization. Targeted eMail campaigns some using video was effective.
The innovative fast draw video brochure certainly garnered attention opening up many a prospects mind to the benefits of the product
While specialty personalized communications like this one allowed us to tell the story in a highly targeted and stylized way.
And in conclusion, PM360 awarded the firm Most Innovative Company of 2012 a testament to the value of and uniqueness of the product.

More Related Content

Marketing that Moved the Needle

  • 1. Marketing @ BulletinHealthcare Strategy and tactics that moved the needle Jim McDonough
  • 2. It all starts with the Marketing Plan the blueprint for marketing strategy & tactics The strategy: Increase awareness, generate new leads, and retain current clients Expand the offering Ensure customer satisfaction The tactics: see inside ->
  • 3. But first - a new positioning statement was crafted as well as a new logo, tagline and brand colors
  • 4. Kantar data was used for targeting while Salesforce.com was used to track pipeline progress and KPIs.
  • 5. Actually the combination of Salesforce and HubSpot software allowed for tracking of sales and individual marketing tactic performance.
  • 6. The new website was created. With SEO, it is the cornerstone of inbound marketing efforts. A company page was also developed for LinkedIn and Facebook.
  • 7. Superior content (articles) were written to generate awareness and thought leadership.
  • 8. While White Papers Jim authored provided even more in the way of thought leadership.
  • 9. Being a leader in the Value Beyond the Pill movement opened a new market. The platform delivered digital brand assets of value to target MDs and their patients.
  • 10. Outbound Marketing plays a key role print and digital ads communicated the value prop in a succinct & compelling way.
  • 11. The digital campaigns helped generate awareness, engage- ment and lead gen. And with digital, its all about the data!
  • 12. and A-B testing via HubSpot allowed for message and imagery optimization. Targeted eMail campaigns some using video was effective.
  • 13. The innovative fast draw video brochure certainly garnered attention opening up many a prospects mind to the benefits of the product
  • 14. While specialty personalized communications like this one allowed us to tell the story in a highly targeted and stylized way.
  • 15. And in conclusion, PM360 awarded the firm Most Innovative Company of 2012 a testament to the value of and uniqueness of the product.