Comprehensive ABM & Content Strategy to Promote

Workforce tech leader aimed to transcend its position as a mere provider of predictive staff performance AI. The goal was to establish the company as a true strategic partner, working hand-in-hand with Operations and HR teams to confidently improve staff outcomes and overall operational performance, especially crucial in a challenging labor shortage market. This required an 8-month campaign targeting both the Acute and Post-acute healthcare markets with updated messaging that clearly articulated their core value proposition and differentiation.

The Strategy

Scratch Marketing + Media designed and implemented a comprehensive Account-Based Marketing (ABM) programa. The strategy was built on:

• Refined Value Proposition: Developing updated core content pieces for each market (Acute and Post-acute) to precisely reflect the company’s value proposition. This included aligning relevant case studies and offering joint consultations for Ops/HR on how to improve staff and operational performance with zero risk and fast outcomes, even amidst labor shortages.
• Innovative Creative Concept: Developing a new creative concept centered on a reliable, positive promise, ensuring consistent flow and messaging across all campaign assets, including landing pages, banners, and content pieces.
• Persona-Driven Nurture Streams: Crafting tailored email nurture streams for key personas within the Acute market (Ops + HR, IT+Data Science/Analytics, Finance, Clinical) and the Post-acute market (Ops), ensuring all target accounts received relevant communications.
• Segmented Media Strategies: Implementing targeted media strategies customized for each segment, with staggered campaign flows to enable continuous execution and optimization.

Execution

Scratch developed and launched a highly targeted campaign across more than 600 accounts and 4 distinct persona groups. The program aimed to educate these audiences on how the platform’s predictive hiring model could not only reduce staff turnover but also identify candidates who would be the best long-term fit.

The campaign flow was structured in three distinct phases:

• Awareness: Top-of-funnel brand and thought leadership awareness was built among targeted accounts and prospects through display ads served across various display and social networks. Tactics included targeted display banners, Paid Social (LinkedIn) posts/Lead Gen, driving prospects to primary landing page visits, select email sends (small batches and individual outreach), content syndication, LinkedIn InMail, and direct mail pieces. After 2-3 weeks of display-led awareness, follow-up emails offered white papers, webinars, and case study content.
• Consideration: Middle-of-funnel consideration was fostered by reaching out to connect with prospects on LinkedIn (acceptances flagged as high-value prospects), prompting Case Study downloads, and following up with select emails including validation content. Once a prospect engaged, a final marketing email was sent with a clear call-to-action for a meeting/phone call (“Live ‘Goals Shared’ conversation”). Other tactics included targeted display and LinkedIn ads, and email outreach to other buying committee members.
• Conversion: Once a prospect agreed to a meeting/phone call, sales took over to continue the conversation and move them through the bottom of the funnel, including the demo step, ultimately qualifying them as an opportunity. This phase included Live Goals Shared conversations, sales follow-up, key player conversations, and offering a Free Labor Study, leading to either an opportunity or disqualification.

We saw the following results with the campaign: