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Revolutionizing Healthcare Marketing: Marathon Health's Journey with 6sense
技术
- 平台即服务 (PaaS) - 应用开发平台
- 传感器 - 液位传感器
适用行业
- 医疗保健和医院
- 石油和天然气
适用功能
- 采购
- 销售与市场营销
用例
- 智慧城市运营
挑战
Marathon Health 是一个全国性的网络医疗保健解决方案,其营销和销售流程面临着重大挑战。他们的市场营销团队工作过度且人手不足,导致大量未处理的入站请求、客户被忽视以及营销到销售资格流程中的空白。他们的技术堆栈已经过时,提供的见解有限,导致缺乏需求生成能力。营销团队主要专注于创意任务,而销售团队则依靠购买的联系人列表和推销电话,经常接触没有购买意向的客户。这种低效的方法导致了漫长且浪费的销售周期。此外,他们的技术堆栈提供的第一方数据视图有限,无法提供主动寻求解决方案的公司所需的关键见解。漏斗中间的这一缺陷意味着 Marathon Health 缺乏联系和培养数千名潜在客户的资源。
关于客户
Marathon Health 是一家成立于 2005 年的医疗保健解决方案提供商。他们通过将独立的初级保健与价值驱动的人口健康管理相结合,简化雇主的医疗保健,以提供更健康的员工和有意义的节省。 Marathon Health 在全国范围内为 200 多名客户运营健康中心。他们的使命是通过他们提供的医疗保健服务吸引更多会员并改变更多人的生活。然而,他们的营销和销售流程受到容量问题的困扰,导致太多未处理的入站请求、被忽略的帐户以及营销到销售资格流程中的差距。
解决方案
为了应对这些挑战,Marathon Health 于 2021 年实施了综合营销和销售解决方案 6sense。他们采用全渠道方法进行外展,将所有渠道的买家旅程的各个方面结合起来。这种方法使他们能够监测其参与对城市层面的影响,这对于他们的全国扩张战略至关重要。 6sense 解决方案根据邮政编码将客户划分为不同的群体,并使用基于人工智能的评分来细粒度地查看营销漏斗。此外,6sense 的编排和 Salesforce 集成使 Marathon Health 的收入团队能够访问数据完整的帐户,以便跨多个平台参与。 2022 年,Marathon Health 加入了 6sense 的对话式电子邮件测试版,以帮助销售团队更有效地与潜在客户互动。这款由人工智能驱动的个性化工具通过大规模撰写电子邮件和回复回复来简化对话,使 Marathon Health 能够联系更多人,并根据地理位置、行业和员工数量定制消息传递。
运营影响
数量效益
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