According to The Healthtech Marketing Network, improving how marketing is measured and especially achieving a more convincing ROI is the number one issue for health tech marketers.
This accompanies a shift to a focus on opportunity QUALITY over quantity.
Here are six things you can do in 2025 to accelerate your transition.
1. Shift from lead-based to account-based tracking
Start tracking engagement at the account level, even if using basic tools like Excel. Track when multiple people from the same account are showing interest or engaging with content, as this can be more valuable than one person showing high engagement. This gives a more accurate picture of real buying intent.
2. Implement a three-dimensional reporting framework that considers:
- Audience (Who needs the report – sales team, executives, marketing team)
- Frequency (Daily, weekly, monthly, quarterly)
- Dynamic (Status reports vs. progress reports)
This helps ensure reports are relevant and actionable for each stakeholder.
3. Create weekly account insight reports for sales and marketing teams that combine:
- Intent signals
- Web visits and specific pages viewed
- Marketing engagement activities
- Sales engagement touchpoints
This gives GTM teams actionable intelligence about account activity.
4. Track early-stage signals before formal lead capture
- Monitor anonymous website traffic using reverse IP lookup
- Track third-party intent data when available
- Monitor participation across the buying group (which titles/roles are engaging)
- Measure brand voice and recognition within target accounts
5. Build a unified data source for reporting to avoid conflicting numbers
Don’t maintain separate pipeline tracking systems or spreadsheets that could lead to inconsistent data being presented to stakeholders. Having a single source of truth improves credibility and efficiency.
6. Implement attribution measurement focused on informing decisions rather than assigning credit.
Use attribution data to understand:
- Which channels perform best
- What content resonates most
- Which headlines drive engagement
This helps optimize marketing activities rather than creating competition between sales and marketing teams.
OK, none of these are easy. My suggestion is to start account-based tracking.
In the words of my colleague Mark Erwich, “Start account-based thinking.”