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Revolutionizing Healthcare Marketing: Marathon Health's Journey with 6sense
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
- Sensors - Level Sensors
Applicable Industries
- Healthcare & Hospitals
- Oil & Gas
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Smart City Operations
The Challenge
Marathon Health, a nationwide network healthcare solution, was facing significant challenges with their marketing and sales processes. Their go-to-market team was overworked and understaffed, leading to numerous unaddressed inbound requests, ignored accounts, and gaps in their marketing-to-sales qualification process. Their tech stack was outdated and provided limited insights, which resulted in a lack of demand-generation capabilities. The marketing team was primarily focused on creative tasks, while the sales team relied on purchased contact lists and cold calls, often reaching out to customers with no intent to purchase. This inefficient approach resulted in a lengthy and wasteful sales cycle. Furthermore, their tech stack provided a limited view of first-party data, failing to deliver crucial insights needed to reach companies actively seeking a solution. This deficiency in the middle of the funnel meant Marathon Health lacked the resources to contact and nurture thousands of leads.
About The Customer
Marathon Health is a healthcare solution provider founded in 2005. They simplify healthcare for employers by combining independent primary care with value-driven population health management to deliver healthier employees and meaningful savings. Marathon Health operates health centers nationwide for more than 200 clients. Their mission is to engage with more members and change more people’s lives through the healthcare services they provide. However, their marketing and sales processes were plagued by capacity issues, resulting in too many unaddressed inbound requests, ignored accounts, and gaps in their marketing-to-sales qualification process.
The Solution
To address these challenges, Marathon Health implemented 6sense, a comprehensive marketing and sales solution, in 2021. They adopted an omnichannel approach to their outreach, uniting all aspects of the buyer journey across all channels. This approach allowed them to monitor the impact of their engagement on a city level, which was crucial for their nationwide expansion strategy. The 6sense solution divided customers into segments based on zip codes and used AI-based scoring to view the marketing funnel at a granular level. Additionally, 6sense's orchestrations and Salesforce integrations equipped Marathon Health's revenue team with access to data-complete accounts ready for engagement across multiple platforms. In 2022, Marathon Health joined 6sense’s Conversational Email beta to help the sales team engage more efficiently with prospects. This AI-powered personalization tool streamlined conversations by writing emails and responding to replies at scale, enabling Marathon Health to contact more people and customize messaging based on geography, industry, and the number of employees.
Operational Impact
Quantitative Benefit
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