This makes content marketing an essential part of any B2B healthcare marketing cycle. But these buyer groups are not just large – they have different needs and levels of technical mobile number data base knowledge. You cannot expect a Chief Compliance Officer (CCO) to consume the same content as the Head of Oncology – and that means marketers need to tailor their content to multiple audiences simultaneously.
The HubSpot Content Management System (CMS) and Content Hub offer a range of features to do just that. From lead capture tools to A/B testing, it provides everything you need to launch and scale effective digital content campaigns. But some of the most powerful tools for B2B healthcare include:
Content Remix: Get more out of individual blog posts, webinars or whitepapers by repurposing it for multiple other channels. This can also be used to adjust content to appeal to different personas. A piece aimed at HR could easily be made to appeal to an Operations manager by switching a stat about employee retention to one about resource efficiency.
Smart Content: Configure your website pages, landing pages and other content to adjust based on the specific visitor. An ad campaign that appeals to multiple personas can lead to the same basic landing page, but dynamically change its messaging to speak directly to the specific audience's pain points.
3. Marketing Automation
The scale and length of buying cycles can make B2B healthcare marketing extremely expensive. From producing enough content to cover 6 months' worth of lead nurture to ensuring the right messages are being delivered to the right personas (at the right time!), the heavy lift often results in a lack of consistency – which negatively impacts buyer trust.
HubSpot workflows enable you to automate a range of marketing tasks – saving time, closing gaps in your funnel and delivering better results. Some of the most important features include:
Automated Communication: Use custom workflow triggers based on behaviors and segmented lists to deliver tailored nurture campaigns at scale without excessive effort. This can include marketing emails, SMS or even in-product marketing.
Non-Marketing Contacts: 55% of healthcare executives receive 11 or more calls and emails every week from vendors. Avoid being marked as spam and keep subscription costs under control by turning leads you don’t want to communicate with into Non-Marketing Contacts.
Lead scoring: Automate lead scoring to seamlessly track the progress of contacts through the funnel and hand leads over to sales at exactly the right moment.
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