How To use B2B Healthcare Intent Data – ABM Strategy Case Study
In our other informative video post, Ben Person, the CMO at Nuvolo shared how they approach ABM & Social Media. In this video post, Ben speaks to Adam Turinas, the CEO & Founder of healthlaunchpad, on how to use healthcare intent data in ABM.
Intent Data In B2B Healthcare – Video Highlights
In the video, you will learn how to:
- Use Intent Data based on customers’ real-time searches.
- Use Intent Data based on Job titles
- Prioritize Target Accounts based on Intent Data
How To Use Intent Data In Healthcare Marketing
Using their company as an example, Ben explains how you can use intent data to drive an effective healthcare marketing campaign
#1. Intent Data – Based On Customers’ Search
In this approach, you focus on the intent data of those who are searching about your competitors. It also includes data on the products they are searching for.
For instance, if they are searching for information such as clinical engineering or maintenance software, you can focus your marketing activities on those areas.
And so as a healthtech marketer, intent data helps you target potential customers who, in real-time, are interested in and searching for the solutions your organization has.
#2. Job Titles Approach
The use of intent data in healthcare marketing is not only based on what the potential customers are searching for.
It can also be based on the job titles whose representatives represent organizations or departments that your solutions target, or are high potential customers.
#3. Target Accounts Prioritization
After gathering customer data, your marketing team can now assess a couple of different aspects of that data.
In a nutshell, your healthcare intent data will:
- Initially, help you identify the potential accounts that are showing intent and looking for solutions either in your space or in your competitor’s landscape.
- Secondly, based on the gathered data, help you in prioritizing target accounts & campaigns accordingly.
Applying Smart Intent Data In Healthcare Marketing – Video