The State of Account-Based Marketing in Healthcare Technology

Is ABM at a Tipping Point in Healthcare Technology?

Over the last five years, it feels we have been living at the end of an era in the marketing of healthcare technology. The tactics that we have relied on have not worked as well as they did in the past. It feels harder to generate leads, and the leads we are able to generate do not seem to convert at nearly the same rate as they used to.

Is anyone satisfied with the current state?

One strategy that offers promise is account-based marketing (ABM). As defined, ABM is a targeted approach that focuses on identifying, engaging, and converting high-value accounts through personalized and coordinated marketing and sales efforts.

This approach promises to build stronger relationships with key decision-makers and the rest of the buying group, leading to more predictable and achievable revenue.

The evidence in other industries is solid, but it comes with costs to change and risk.

ABM requires a different way of working. Sales and marketing need to be aligned and work more collaboratively. When done well, it is truly a team sport. New measuring methods need to be present, and you need to set a different expectation of how long it takes to see results. Your management team must be willing to let you experiment, iterate, and adapt based on data and feedback.

Further, as a marketing and growth leader, taking on ABM comes with personal risk.

It will take time and experimentation to get it right. You will be surrounded by people second-guessing you.

Is the time right for you to adopt ABM?

Over the last five years, we have observed an increasing interest in ABM. Educational articles and webinars have been heavily consumed. Many companies have wanted to discuss it, but relatively few have made the plunge.

So, where is our industry in ABM adoption?

To help us answer this, we spoke with 40 healthcare technology marketing leaders to understand where they are on their ABM adoption journey.

These 40 marketing leaders are all members of the Healthtech Marketing Network, a private community for CMOs, VPs, and Directors of Marketing for healthcare technology firms.

In this article, we will share what we have learned. The aim is to give you a sense of where your peers are in ABM adoption, how it is being used, how others have begun their journey, and what it takes to be successful.

Acknowledgments

This article would not have been possible without the help of the members of the Healthtech Marketing Network, a private community for marketing leaders of healthcare technology firms

A special thank you to:
Bob Abrahamson | Michael Campana | Samantha Downing | Mark Erwich | Cathy Finley | Adriana Hosford | Kelly McDermott | Lenya McGrath | Gary Maggiolino |  Michael Passanante | Adam Rosenberg | Susan Roth | Keri Souza

1. Current State of ABM Adoption and Experience

Where Are We?

In May 2024, we conducted a 1-question survey with the members of the Healthtech Marketing Network. The results are clear: ABM adoption  is on the rise. 

The majority of companies seem to recognize ABM’s potential to drive more targeted and effective marketing and sales efforts. Most are exploring, but a third are investing in the resources and technology needed to make it a reality.

However, the level of ABM adoption and experience with ABM varies widely across the industry. As you can see, most companies are still in the early stages of exploring and experimenting with ABM, while others have been executing ABM programs for several years.

There is No One-Size-Fits-All Approach

One common theme is the idea that ABM is not a one-size-fits-all approach. The specific goals, resources, and target accounts of each organization dictate the most appropriate type of ABM program for that organization. Some companies may focus on a small number of high-value accounts with highly personalized and intensive engagement, while others may take a more scalable approach that targets a larger set of accounts with standardized content and tactics.

Regardless of the specific approach taken, our practitioners emphasized the importance of starting small and testing the waters before diving into a full-scale ABM program. Many recommended starting with a pilot program focusing on a limited set of target accounts, allowing the organization to test and refine its approach before scaling up.

Another key insight is the importance of setting realistic expectations for ABM programs.

While the potential benefits of ABM can be significant, results may not be immediate, especially given the long sales cycles of healthcare technology. It may take several months or even years to see the full impact of an ABM program on revenue and growth.

2. How ABM is Being Adopted

One of the most interesting lessons from our conversations with industry practitioners was the wide range of ABM adoption approaches used in healthcare technology.

While the core principles of ABM remain consistent, the specific tactics and strategies employed can vary widely, depending on each organization’s goals, resources, and target accounts.

Multiple Flavors

The common frameworks for thinking about ABM are the “one-to-many,” “one-to-few,” and “one-to-one” approach.

Mixed Models

In practice, the most advanced ABM practitioners in healthcare technology use a mix of these approaches, depending on their specific goals and target accounts. For example, one company may use a one-to-many approach to generate initial awareness and interest among a broader set of accounts, then shift to a one-to-few or one-to-one approach for those accounts that demonstrate the highest level of engagement and buying intent.

One of the most interesting flavors of ABM is “deal-based marketing” (DBM). In a DBM approach, marketing and sales teams work together closely to develop highly targeted and personalized content and outreach for specific deals or opportunities that are already in the pipeline. This approach is often used for large, complex deals that involve multiple stakeholders and decision-makers and can be effective for accelerating the sales cycle and increasing win rates.

One executive shared a success in which they implemented a DBM approach for large, complex deals. By creating highly targeted and personalized content and outreach for these specific opportunities, they achieved a 35% win rate for deals with DBM support, as compared to other deals in the pipeline.

Another CMO shared an example of how her company uses ABM tactics for specific deals, such as targeting ads and content to a healthcare organization that has issued an RFP. By tailoring their messaging and offers to the specific topics and requirements outlined in the RFP, they were able to increase engagement and boost their chances of winning the deal.

Ultimately, the key to success with any type of ABM is to clearly understand each target account’s specific needs, preferences, and behaviors and tailor the content and tactics accordingly. This tactic requires a deep level of insight into each account and close collaboration between marketing and sales teams to ensure that all efforts are aligned and coordinated.

3. Unique Challenges and Opportunities of ABM in Healthcare Technology

While ABM can potentially drive significant benefits for healthcare technology companies, it also presents some unique challenges and opportunities specific to the industry.

ABM Is Ideal for Healthcare Buying Behavior

One of the biggest challenges is the complexity of the healthcare technology buying process. Unlike other industries where a few stakeholders are involved in the purchase process, healthcare technology often involves more stakeholders across different departments and levels of the organization, including clinical staff, IT leaders, finance and procurement teams, and executive leadership, each with priorities and concerns.

As one marketing executive reinforced, the decision-making process in healthcare technology can be particularly complex, involving multiple stakeholders across different sites and geographies. This complexity can make it difficult to identify and engage the right decision-makers and tailor messaging effectively.

Knowing How Your Customers Buy is Even More Important

To effectively navigate this complex landscape, healthcare technology companies need to deeply understand the different stakeholders involved in each target account, as well as the specific pain points, challenges, and goals that drive their decision-making. This requires a significant investment in research and intelligence gathering and close collaboration between marketing and sales teams to ensure that all efforts are aligned and coordinated.

How Does this Translate into an ABM Adoption Strategy

The regulated nature of healthcare technology presents some unique opportunities for ABM. For example, companies can use their deep industry expertise and knowledge of regulatory requirements as a differentiator in their marketing and sales efforts. By positioning themselves as trusted partners who can help navigate the complex landscape of healthcare technology, companies can build stronger relationships with key decision-makers and increase their chances of winning business.

The growing emphasis on patient outcomes and value-based care present similar opportunities for differentiation through expertise. As healthcare organizations increasingly look for technology solutions that can help improve patient outcomes and reduce costs, healthcare technology companies that can demonstrate a clear link between their products and services and these key goals will be well-positioned for success.

Demonstrating outcomes in a targeted way to the buying groups of healthcare organizations is a tactic used with ABM. For example, the outcomes and case studies you use with organizations of different sizes or even specific healthcare systems should be tailored to drive the best results.

Healthcare technology companies need to develop a deep understanding of the specific outcomes and metrics that matter most to each target account and tailor their messaging and value proposition accordingly. This may involve developing custom case studies, ROI calculators, or other tools that can help quantify the impact of their solutions on patient outcomes, financial performance, and staff satisfaction.

4. The Role of Technology and Data in Enabling Effective ABM

Technology and data are the lynchpins that enable ABM programs in healthcare technology. Identifying and prioritizing target accounts to deliver personalized content and measuring the impact of ABM efforts, technology, and data are essential for success.

Marketing Automation Is Still the Platform of Choice

Surprisingly, few companies we spoke with use ABM platforms like Demandbase. Most support their ABM programs with marketing automation platforms like Marketo, Pardot (Salesforce Account Engagement), or Hubspot. These tools are used primarily to streamline and automate many tasks involved in ABM, such as lead nurturing, content distribution, and performance tracking. Companies can create basic ABM workflows by integrating marketing automation with other CRM systems and content management platforms.

Many of the companies that have adopted an ABM platform have done so for account-based advertising. Platforms like Demandbase, Terminus, 6sense, and Rollworks allow companies to measure buyer intent as a way to understand who is “in market” and to deliver to deliver highly targeted advertising to specific accounts across multiple channels, including display, social media, and video.

By leveraging data on account behavior and intent, these platforms can help companies reach key decision-makers with relevant and personalized messaging, even if they haven’t directly engaged with the company.

It’s All About the Data

Of course, the effectiveness of any ABM technology depends on the quality and accuracy of the underlying data. One of the biggest challenges that healthcare technology companies face is ensuring that their account and contact data is up-to-date, complete, and properly segmented. Many cite this as one of the biggest obstacles to scaling ABM.

ABM requires a significant investment in data management and hygiene, and using tools for data enrichment and predictive analytics can fill in gaps and identify high-value accounts.

Another challenge for healthcare technology companies is integrating data from multiple sources to create a unified view of account behavior and engagement. With data spread across multiple systems like CRM, marketing automation, and advertising platforms, it can be difficult to get a complete picture of how accounts interact with your company across different channels and touchpoints. To address this challenge, many are turning to customer data platforms (CDPs) such as Redpoint and Klayvio, who can help consolidate and normalize data from multiple sources, creating a single source of truth for ABM efforts.

Is Intent Data Worth It?

One of the big areas of discussion is the value of intent data.

Intent data are signals that an account has a buying intention. There are three categories of intent data:

It was generally agreed that first-party intent data is useful but still limited, as available tools (e.g., Clearbit) only provide only partial data on accounts visiting your website.

Comparison sites were not raised by the participants in this discussion, however, there are a growing number of healthcare-specific comparison sites in the market.

A few experienced ABM practitioners supported the value of third-party intent value as one of the weapons in a broader arsenal of ABM tools. Several participants expressed frustration that data sources do not cover their specific categories. Overall, the verdict is still out on intent data’s true value.

AI+ABM=Big Opportunity

The most exciting opportunity for technology and data in ABM is the growing use of artificial intelligence (AI) and machine learning (ML).

By leveraging AI algorithms to analyze vast amounts of data on account behavior and intent, healthcare technology companies can identify patterns and insights that would be difficult or impossible to uncover through manual analysis alone. This can help companies prioritize their ABM efforts, personalize content and messaging, and predict which accounts will most likely convert.

One specific use case for AI is to generate initial drafts of copy or content, based on buying personas. For example, in order to target 3-5 stakeholders in the buying committee, AI can be leveraged to draft emails or blog posts with specific keywords, challenges, or solutions that may be relevant, which can then be delivered to those stakeholders using various distribution channels, creating a customized experience down to the personal level.

However, as with any emerging technology, the use of AI in ABM is not without its challenges. One of the biggest challenges is ensuring that the data used to train AI algorithms is accurate, unbiased, and representative of the target audience. Another challenge is integrating AI insights with existing ABM workflows and systems and
ensuring that sales and marketing teams are properly trained on how to use and interpret AI-generated insights.

5. Strategies for Scaling ABM Programs

As healthcare technology companies begin to see success with their initial ABM adoption efforts, many are looking for ways to scale their programs to drive even greater impact and ROI. However, scaling ABM can be a challenge, as it requires a delicate balance between maintaining a high level of personalization and relevance while also achieving greater efficiency and reach.

Doing so may involve creating a dedicated ABM team that includes representatives from both marketing and sales, as well as other key functions like product management and customer success. This team should be responsible for setting the overall ABM adoption and scaling strategy, coordinating efforts across different departments and channels, and measuring and reporting on the impact of ABM programs.

Another key aspect of scaling ABM is ensuring that the right processes and infrastructure are in place to support a larger and more complex program. This type of scaling may  include investing in tools and systems for data management, content creation, and performance tracking, as well as developing standardized playbooks and templates that can be used to quickly and efficiently execute ABM campaigns.

One of the more advanced ABM practitioners surveyed emphasized the importance of automation and technology integration when scaling ABM. By leveraging tools like Salesforce and Pardot that allow for data syncing and personalization at scale, her company has expanded its ABM efforts, while maintaining a high level of relevance and customization for each account.

6. How To Build Sales and Marketing Alignment

A critical ABM adoption success factor is strong alignment between sales and marketing teams.
 
In fact, many of the industry practitioners we spoke with identified sales and marketing alignment as the single most important element of a successful ABM program.

At its core, ABM is about aligning marketing and sales efforts around a common set of goals and metrics. It should also ensure that all touchpoints and interactions with target accounts are coordinated and consistent. This requires a fundamental shift in mindset from a traditional, lead-based approach, where marketing generates leads and hands them off to sales, to an account-based approach, where both teams work together closely throughout the buying journey.

To achieve this level of alignment, healthcare technology companies must establish clear roles and responsibilities for marketing and sales teams within the ABM process, which may involve creating a dedicated ABM team. This team would include representatives from both functions and other key stakeholders like product management and customer success.

A key best practice for sales and marketing alignment is to involve sales teams early and often in the ABM adoption planning and execution process by seeking input on target account selection, messaging and content development, and tactical planning. Marketing that involves sales teams' input from the start ensures that all efforts are aligned with the needs and priorities of the sales organization and that there is  buy-in and support for the ABM program at all levels.

Regular communication and collaboration between marketing and sales teams are critical for maintaining alignment throughout the ABM process, which may involve holding regular status meetings, sharing performance data and insights, or collaborating on account-specific plans and tactics.

Success here means ensuring that both teams work toward the same goals and metrics. This requires a clear definition of what success looks like for the ABM program and a shared set of KPIs for which both teams are accountable. These metrics should include engagement, pipeline velocity, deal size, win rates, and more qualitative measures like account satisfaction and brand perception.

Healthcare technology companies need to invest in the right tools and systems for tracking and analyzing ABM performance in order to support this aligned approach to measurement and reporting. This step may include marketing automation platforms, CRM systems, and account-based analytics tools that can provide a holistic view of account engagement and progression through the buying journey.

7. Advice for Getting Started with ABM

For healthcare technology companies just starting the ABM adoption journey, the process can seem overwhelming. With so many different approaches, technologies, and best practices to consider, it can be difficult to know where to begin.

One key piece of advice that emerged from our conversations with industry practitioners is to start small and focus on a manageable set of target accounts. This specific method allows companies to test and refine their approach without overcommitting resources or risking significant failure.

When implementing your pilot, your team may still be learning the nuances of ABM. Ensure you provide ongoing training and enablement for your sales and marketing teams. This includes educating them on ABM adoption best practices, tools, and techniques and addressing the specific needs and challenges of the healthcare technology market.

Another important consideration when getting started with ABM is to ensure buy-in and support from key stakeholders across the organization. This includes not only marketing and sales leaders, but also executives in other functions like product management, customer success, and finance.

To gain this buy-in, it’s important to build a strong business case for ABM that clearly articulates the potential benefits and ROI of the program. This may involve sharing case studies and examples from other companies that have successfully implemented ABM, or outlining the specific goals, metrics, and resources required for the program.

Once the pilot program is underway, you will need to monitor and measure performance continuously, and be willing to adapt and adjust the approach based on data and feedback. This fine tuning may involve testing different channels, tactics, and messaging to see what resonates with target accounts and regularly reviewing and adjusting account selection and prioritization based on changing market conditions and your own business goals.

Another piece of advice to start your ABM adoption journey is to include the right technology and data infrastructure from the outset. While it may be tempting to start with a more manual and ad hoc approach, the reality is that ABM requires a significant amount of data and automation to be truly effective. You may be able to do a “manual” pilot, but you will need to invest in technology and data to scale.

Achieving your goals means means investing in tools like marketing automation, CRM, intent data, and account-based advertising platforms to help streamline and automate key aspects of the ABM process. It also means investing in data management and analytics capabilities to ensure that all efforts are data-driven and measurable. And you cannot forget the fuel. Robust content assets are needed to run the program effectively.

Best Practices for Getting Started with ABM

1. Define clear goals and objectives for your ABM program, aligned with overall business priorities.
   
2. Identify and prioritize a manageable set of target accounts based on firmographic, behavioral, and intent data.
   
3. Develop a deep understanding of each target account, including key stakeholders, pain points, and decision-making processes.
   
4. Create personalized content and messaging that resonates with the specific needs and interests of each account.
   
5. Align marketing and sales teams around a common ABM adoption strategy, with clear roles and responsibilities for each function.
   
6. Leverage technology and data to streamline and automate ABM processes, such as lead nurturing, account targeting, and performance tracking.
   
7. Continuously monitor and measure ABM performance, using a mix of quantitative and qualitative metrics to gauge impact and ROI.
   
8. Foster a culture of experimentation and continuous improvement, regularly testing and refining ABM tactics based on data and feedback.
   
9. Secure executive buy-in and support for the ABM adoption program, demonstrating clear alignment with business goals and objectives.
   
10. Start small with a pilot program and gradually scale ABM efforts as you gain experience and see results.
    

8. The Way Ahead

ABM has emerged as a powerful strategy for healthcare technology companies looking to drive growth, improve efficiency, and better align their marketing and sales efforts. While implementing an effective ABM program can be challenging and require significant resources, technology, and cross-functional collaboration, the potential benefits are enormous.

Does ABM Work?

According to the Momentum ITSMA and ABM Leadership Alliance’s, 2022 ABM Benchmark Study, Companies are investing in ABM because it works; most programs are driving substantial business impact. The value of ABM moves far beyond lead generation. Most programs are seeing measurable improvements across a range of account, sales, and organizational objectives.

According to 6Sense’s 2024 Account-Based Marketing Benchmark report, Account-Based Marketing Programs are associated with better financial performance.

“In all our surveys, we ask how well respondents’ companies performed financially over the past year on a five-point scale from “well below expectations” to “well above expectations.” Like last year, marketers on teams with account-based programs told us that their organizations performed reliably better than did marketers with no ABM practice.

"In our Measurement and Attribution Survey, we found that organizations with ABM practices also tended to experience less variability in their performance. Using a common measure of how much respondents’ answers varied from one another, ABM practitioners had a Coefficient of Variation (CV) of 15% (considered “small” in statistics), compared to 21% for non-account-based teams (considered “moderate”). Our recent Buyer Identification Study survey produced a similar finding, but that difference did not rise to statistical reliability (18% for ABMers v 20% for non-ABMers).

"In simple terms, this means account-based marketers not only rate their financial performance higher on average, but their ratings are also more consistent. Non-account-based teams show a wider range of performance ratings, indicating less consistency in financial outcomes.”

It’s too early to tell what the impact will be specifically in healthcare, but the commitment to growth using ABM by the majority of ABM practitoners indicates that the promise of ABM is as relevant to healthcare technology as it is in other B2B industries.

In a recent guest article for Health Launchpad, Caregility CMO, Kelly McDermott shared her experience with ABM and why her firm has stayed the course:

As the insights from our industry practitioners have shown, success in ABM adoption requires more than just technology and tactics. It requires a fundamental shift in mindset and approach, one that puts the customer at the center and aligns all functions around a common set of goals and metrics.

By learning from the experiences and best practices of those who have gone before them and by continually testing, iterating, and optimizing their ABM programs, healthcare technology companies can unlock the full potential of this powerful strategy and drive meaningful business impact in an increasingly competitive landscape.