This medical device manufacturer is a global leader in patient-focused medical innovations for structural heart disease and advanced hemodynamic monitoring technologies. Driven by a passion to help patients, the company collaborates with the world’s leading clinicians and researchers to address unmet healthcare needs, working to improve patient outcomes and enhance lives.
To successfully transition to account-based marketing (ABM) and engage the right people at the right time, this leader in medical devices knew having an improved contact database was imperative. Through leveraging People.ai, the company could remedy inefficiencies with manual data entry, gaining the ability to match contacts to an account or opportunity. The company captured over 20,000 contacts within the first year for its Salesforce CRM database by leveraging People.ai’s contact and activity capture solutions.
One of the medical device manufacturer’s three pillars is providing innovative solutions, and it has lived up to that promise. This organization is dedicated to shaking up the status quo in the healthcare industry by introducing disruptive, advanced technology, such as an algorithm that predicts conditions in patients several minutes in advance to allow clinicians time to intervene. To ensure its game-changing solutions are visible to its clinical audience, the company’s team decided to develop an ABM strategy.
Leveraging ABM methodology, the company could focus on specific hospitals that would be the ideal candidates for each of its various solutions. But when trying to get its message to the right people at the right time, the team realized that its current CRM contact input practice led to incomplete data in Salesforce.
Adding to this challenge was the lack of alignment between the organization’s sales and marketing databases. The marketing team sourced leads through digital activities and maintained that information in Marketo. However, this database didn’t always sync back to Salesforce, causing both teams to work in silos.