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Project: Strategy and Demand Gen
Client Overview
Our client built a health tech product that serves hospitals and private practice clinicians
The Challenge
Our client set an ambitious growth target for 2025: $2M in closed/won business and 100+ net-new B2B opportunities. But they needed to reach it with a lean $400K marketing budget, limited in-house staff, and a diverse target audience that spanned both enterprise buyers (CIOs, CMIOs, compliance leaders) and private-practice clinicians. They wanted a strategy that they could execute, so we built a “DIY” go-to-market plan, broken down by quarter.
Our Approach
We created a full-funnel marketing strategy designed to prioritize quick wins while laying the foundation for sustainable, scalable growth. We organized the plan into quarterly milestones to reflect shifting priorities and resourcing over time.
Q1: Build the Foundation
- Align ICP, CRM definitions, messaging, and KPIs
- Launch early paid campaigns and first content pieces
- Set up ABM structure and sales enablement tools
Q2: Launch and Expand
- Roll out nurture sequences and thought leadership content
- Activate LinkedIn ABM and partner co-marketing
- Refine the website and onboard sales to the messaging
Q3: Optimize and Accelerate
- Double down on top-performing channels
- Add case studies, webinars, and ROI tools
- Deepen reseller engagement and optimize ABM
Q4: Scale What Works
- Expand partner programs and event-based marketing
- Prepare FY26 campaign themes and tactics based on performance insights
We also delivered a detailed workback plan—organized by priority, channel, and dependencies—to help the client execute quickly without burning out their internal team.
Core Strategy Pillars
1. Demand Gen With Paid Channels
Google Ads and LinkedIn ABM were prioritized for early wins, driving awareness and qualified leads while supporting broader content and nurture efforts.
2. Content That Pulls Double Duty
We mapped out SEO content, case studies, and thought leadership themes to build trust with enterprise buyers and serve as enablement for the sales team.
3. Smart Nurture + Conversion Paths
We provided sample email and SMS sequences to help convert trial users, re-engage lost leads, and move decision-makers further down the funnel.
4. ABM and Personalization at Scale
We suggested the client focus on an ABM approach to support the sales team they recently hired. With microsites, direct mail, and matched-audience ads, the client could reach high-value targets with personalized, account-specific messaging.
5. Partner-Led Growth
We recommended co-branded content and referral programs to unlock channel growth via EHR vendors and healthcare consultants, helping the client scale without hiring full-time reps.
6. Event-Based Activation
We researched and prioritized 5 industry conferences with high ICP density, using speaking opportunities and turnkey booths to maximize ROI and create high-value follow-up content. We provided a tradeshow playbook they could follow to plan, execute, and follow-up on leads after the conferences.
The Outcome
The client walked away with a clear, actionable roadmap—prioritized by impact, aligned with business goals, and tailored to their team’s bandwidth. The strategy balanced near-term pipeline growth with long-term brand authority and positioned the client to scale through a mix of owned, paid, and partner-led channels.
“This was a smart, focused plan. It gave us the clarity and structure we needed to move fast, even with a lean team.”
— VP of Marketing
Contact us to discuss how we can build a marketing foundation that grows with you.
