A Brand and Demand Masterclass: Marketing for Maximum Pipeline Impact
Magneti’s client, an industry leader in the healthcare revenue cycle management (RCM) space, wanted a marketing program that balanced long-term brand growth and immediate lead generation. We developed a well-oiled marketing machine to help create:
in closed-won deals on a total spend of just over $500k
in open pipeline opportunities
impressions with our client’s Ideal Customer Profiles (ICP)
engagement actions via paid social
Background: Empowering Providers and Patients
Our client operates squarely within the holy trinity of the healthcare system: patients, providers, and payers (e.g., insurance companies). They support providers in three core areas:
Our client believes that the medical experience doesn’t stop when a patient leaves the doctor’s office — it continues until the bill is fully paid. In a system where most folks dread medical bills and loathe collectors, our client is committed to making the entire experience an outstanding one.
It was our privilege to engineer an engagement-driving, mission-aligned marketing program for them.
The Long and Short of Growth: The 95-5 Rule
The 95-5 rule is one of the most vital concepts in marketing.
It’s the key to notching quick wins while spinning up sustainable growth, which is exactly what our client was looking for.
If this is your first time hearing about it, here’s the crash course. At any given time, only about 5% of your market is ready to buy. The other 95% is out-of-market. (These percentages are estimates, but they’re remarkably consistent across industries — both B2B and B2C!)
There are a million different reasons one of our client’s potential buyers would be out-of-market. Maybe they just partnered with another RCM company, maybe they recently hired a new Director of RCM who doesn’t want to take the risk of working with a third party, maybe they don’t even know that outsourcing their RCM efforts is a possibility.
So, why waste time on the under-ripe 95%? Why not simply market to the 5% of your target audience that is ready to buy, then wait for the next 5% to come into market, and rinse and repeat until you’ve hit the whole market?
Because, counterintuitive as it sounds, a significant portion of the decision-making process happens while a buyer is out-of-market. Recent research from 6Sense reveals that 80%+ of B2B buyers already have a frontrunner when they enter the market and 84% of buyers stick with their frontrunner when it’s time to pull the trigger.
The bottom line:
- If you only market to the 5%, you’re setting yourself up for failure in sales. Since your brand isn’t in people’s minds while they’re out-of-market, it will not be in their initial consideration set when they’re ready to buy, and you’ll have to fight an uphill battle while other brands breeze into the final round.
- If you only market to the 95%, you’re failing to cash in on tons of hard work. This one’s pretty obvious, right? Even if you’ve built a great reputation, B2B buyers won’t land serendipitously in your lap. They need that final push, that friction-free journey to a sales call with you, or they may turn up their nose at the last moment.
Neither effort can exist in a vacuum. To make it pithy, brand and demand go hand-in-hand. A business cannot thrive on low-hanging fruit alone.
Now, the rubber meets the road. How did we achieve the optimal balance of brand and demand for our client?
Initiative 1: Building the Brand
Let’s start with brand.
Our work was comprehensive — but out of respect for your time, we’ve wrangled our highest-impact brand-building efforts into the grid below:
Core Messaging Revamp
What should our client be known for? What’s the message they should drill a thousand times to elevate their brand above a flock of hungry competitors?
After a rigorous, research-backed process, we gave our client a full suite of priority messaging that highlights their unique strengths, culminating in the powerful promise: Unprecedented Financial Health — for You and Your Patients.
A Killer Content Strategy
Content is a central pillar of brand. We created an in-depth strategy, aligned with audience pain points and mapped to SEO opportunities, that would sustain our client’s content engine for years to come.
It was truly proprietary, spanning healthcare analytics to patient engagement to compliance and security — and beyond.
Actual Thought Leadership
In the age of AI, your brand has a choice: crank out mile-a-minute, insightless fluff, or double down on your unique, thoughtful, human perspective.
We helped our client do the latter, conducting strategic interviews to dig into the gold mine of insights in their leaders’ minds. Then, we worked their expertise into our content ecosystem, and engagement skyrocketed.
Tailored Email Sequences
The best marketing programs give rather than taking. Instead of delivering another easily ignorable, “please-book-a-demo-you-won’t-regret-it” email sequence, we offered real value.
We packaged this value into 7 relevant, insight-rich emails that broke down the 16 most important metrics in RCM (and how they could help leaders boost their bottom line).
I just like what [Magneti’s client] has to say to the world: Actually, empathy and kindness and genuine care for your patients’ financial health is crucial to your org’s financial health? That’s counterintuitive.
I certainly don’t think many collections operations act like that’s true. It’s a strong, differentiating brand promise. We could elevate the concept because they actually live it out. And — bonus — the parallelism makes it memorable. Worth repeating. Golden.”
Ben Robb, Chief Marketing Officer
Magneti
Initiative 2: Capturing Demand
At Magneti, we believe deeply in the long-term power of brand, but we also know that a dollar in the hand is worth ten in the wind.
That’s why we talk about reducing time to impact in each of our engagements. How can we efficiently bring in more revenue for our clients while our brand efforts glide into gear?
For this client, we focused on a handful of short-turn initiatives, work that would make the buying journey far easier on the 5% of folks who were already in-market.
Carefully Targeted LinkedIn Ads
LinkedIn is the gold standard for reaching B2B decision-makers.
Our team created compelling, research-anchored ad creative and delivered it via three strategic layers:
- Cold Layer: Raising awareness and sparking interest among leaders who haven’t heard of our client
- Warm Layer: Engaging professionals who have shown interest in our client and strengthening their connection to our client’s brand
- Hot Layer: Converting highly interested leaders and moving them toward partnership with our client
Is the journey from cold to warm linear? No. There are twists, turns, backtracks, and second-guesses.
But dividing creative into well-structured layers and using precise targeting to get it in front of the right people is, hands down, the best way to win on LinkedIn. It ushers the 95% along and extends a warm welcome to the 5% who are ready.
That’s what great brand-demand advertising is all about.
SEO and Paid Google Search for High-Intent Leads
Another way to rack up quick wins? Place yourself front and center where folks are already searching.
For this client, we honed in on high-value keywords for Google searches, both paid and organic, and we optimized our client’s presence in those locations.
Here’s a sample of the keywords we prioritized.
Paid Search Keywords
- Healthcare Debt Collection
- Medical Debt Collection
- Early Out Program
- Early Out Collections
- Insurance Denials Management
- Revenue Cycle Management
Organic Search Keywords
- Revenue Cycle KPIs
- Debt Collection Analytics
- Denial Management Analytics
- Revenue Cycle Patient Experience
- Early Out Technology
- Revenue Cycle Audit
- Revenue Cycle Management Trends
If searchers were looking for a solution, they found relevant, custom results that recommended our client. If they were just looking for information, they found expert-led, human-authored pieces that offered actual value.
By tapping into Google’s paid and organic search systems, we satisfied searchers who were just looking for more information (the 95%) and capitalized on folks who were ready to convert (the 5%).
Creating Strategic Service Pages
More often than you’d imagine, service pages can make or break a potential purchase.
An interested B2B buyer might be a few clicks away from setting up a demo…until they land on a service page that looks like it was designed in 2004 and hasn’t been updated since. And just like that, their interest dissipates.
To prevent this, we Magnetians conducted a full-scale revamp of our client’s service pages — strategy, copy, design, and dev — to ensure that high-priority messaging was hitting at the right time and every ounce of interest was getting the attention it deserved.
With thoughtfully revamped service pages and a powerful marketing engine humming behind the scenes, it didn’t take long for the meetings to start flooding in.
When someone’s searching, they’re raising their hand. We wanted [our client] to be the one that showed up with a helpful answer, their unique POV, a clear take on how they partner with healthcare orgs, and a simple next step.
That meant covering the base layer of high-intent keywords — both paid and organic — then working up the funnel through content. We focused on topics their audience actually cares about, tied it back to the brand, and created content that stood out enough to make people want to stick around.”
Gary Magnone, Managing Director
Magneti
The Outcomes
We’re proud to share that our program exceeded its goals, both in terms of short-term revenue impact and long-term brand growth.
The Intangibles
Within a year of our program’s launch, we had set our client up with:
- A rock-solid brand presence poised for enduring growth
- Quick-turn marketing tactics to impact the bottom line
- A proprietary content strategy to guide years of insight-rich content development
- A smart marketing program that could adapt to their needs as they evolve alongside their audience
The Tangibles
Our lead gen efforts were equally fruitful:
- $1.65M in closed-won deals on a total spend of just over $500k
- $7M+ in open pipeline opportunities
- 70,000+ ICP impressions
- 1,300+ engagement actions via paid social
No other agency we’ve worked with has been able to create content that fits our very niche and technical space this well. Magneti took the time to really learn our world, so the content they created for us actually brought new insights into our marketplace. That showed up in the metrics — great engagement with relevant targets across our hard-to-reach audience. Working with the team there never felt like working with a vendor: They were in the trenches with us, and their creative but structured work gave our internal team a strong platform to keep building on.”
Chief Growth Officer, Magneti’s Client
Want to Win?
Magneti moves the needle. We help you notch meaningful short-term wins while positioning you for decades of growth — and we’re in your corner every step of the way.
Sound like something you want? Take 59 seconds to tell us how we can help. Or if you’re part of the crowd that’s just browsing, keep us in mind for when you want a strategic growth marketing partner. If we’re doing our job, that’ll be easy. And we’ll be here when you’re ready to talk. 🙂