Context:

TREND Health Partners needed to scale demand generation while ensuring marketing activities were tightly aligned with sales and pipeline goals. Previous campaigns generated leads but lacked clear persona targeting, resulting in inconsistent quality and limited visibility into funnel impact.

 

Strategy

I developed a full-funnel marketing strategy designed to:

1. Define buyer personas (hospital CFOs, revenue cycle leaders, financial executives).

2. Align with sales pipeline goals, ensuring campaigns supported revenue priorities.

3. Balance content, events, and outreach to engage buyers at multiple stages.

4. Implement measurable frameworks, tracking MQL contribution by campaign type.

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Execution:

•  Campaign Design: Built multi-touch campaigns integrating LinkedIn ads, email nurture, gated assets, and blog content.

• Event Marketing: Managed participation in major industry conferences, coordinating pre-event promotions, ordering and shipping booth materials, and post-event follow-up.

• Persona-Based Messaging: Created targeted messaging frameworks for financial decision-makers to address pain points.

• Content Mix: Produced a mix of thought leadership blogs, whitepapers, case studies, and sales enablement decks.

• Cross-Functional Alignment: Collaborated with sales & client success to build a GTM process that prioritized agility and consistent messaging.

•  Tech & Tracking: Leveraged CRM/marketing automation to score leads and report on MQL → SQL conversion.