Lead Nurturing Case Study Medical Device and Pharmaceutical Therapies – Enterprise

Gabriel Sales Executes B2B Nurturing and ABM Buyer Education Campaigns to Support Marketing and Salesforce Administration Team

Situation

To ensure HIPAA compliance, Gabriel Sales was initially engaged by the Global Salesforce Admin support team to assist Company in optimizing and finalizing the implementation and integration of two Salesforce Account Engagement (Pardot) instances. One instance was seamlessly integrated with Salesforce Health Cloud, while the other was linked to a B2B instance of Salesforce.

After helping to implement and optimize both instances Gabriel Sales trained the Company’s internal marketing resources to manage the Health Cloud instance (to meet the more complex HIPAA compliance issues).

The decision was then made by the Global Salesforce Admin Team to retain Gabriel Sales to support the Global Marketing team for continued day to day management and optimization of Salesforce Account Engagement (Pardot) and its Engagement Studio features to support the Global Marketing Team.

Company had developed a database of 80% of the local target market.

Challenge

Global Salesforce Admin team was tasked with supporting the use of Salesforce Account Engagement and Salesforce for Global Marketing Efforts. After trying to train their existing team and several failed recruiting efforts they hired Gabriel Sales to support the Global Marketing Team.

The Global Marketing Team, skilled in brand, creative, strategy, HIPAA Compliance and live and virtual event planning, was tasked with supporting the marketing of multiple products and markets across North America, South America, Europe and Asia. The primary focus of these tools was to support the company’s primary channel of Account Based Marketing through digital channels with a primary focus on both virtual and live events. Company was running major events monthly with smaller events on a weekly basis in addition to constant SEO and Digital Media Spends.

Company needed a team of Certified Account Engagement (Pardot) Specialists and Certified Salesforce Admins to support these efforts in North America while simultaneously helping to build repeatable processes to support the same processes globablly across multiple divisions with different ABM campaigns.

Solution

After Gabriel Sales assisted with the initial integrations and optimizations to get Salesforce Account Engagement (Pardot) ready for live deployment, the Global Salesforce Admin Group and Global Marketing Group retained Gabriel Sales to support the day-to-day execution of multiple Account Based Marketing Programs and continued technology system optimizations.

The Global Marketing Team then supplied the content and creative, the strategy and the desired markets. Gabriel Sales then managed:

Salesforce Engagement Studio Programs and Campaigns including:

  • Audience Segmentations
  • Email Templates
  • Custom HTML
  • Workflow Logic
  • Reporting
  • Forms
  • Triggers
  • Testing and Q&A

Gabriel Sales also Manages:

  • Data Hygiene
  • Global GDPR Compliance (with Legal Team’s Oversight)
  • HIPAA Compliance (with Legal Team Oversight)
  • KPI Reporting
  • Conversion Reporting

Results

Year 1

During the first year of the engagement Gabriel Sales was able to collaborate with the Salesforce Admin Group and Global Marketing Team to launch the technologies and simultaneously create all the necessary process, workflows and best practices to support one product in North America.

Year 2

With SOPs, Processes and Workflows in place Global Marketing Team was able to roll out support and scale to additional Regions for Multiple Product Groups

About the Company

A medical device company that develops technologies and therapies. The company markets its products through a network of distributors in North America, Europe, South America and parts of Asia.

About the Engagement

Gabriel Sales worked with the company to develop processes and Standard Operating Procedures in the US Market one division at a time for North America. Once processes were defined Gabriel Sales supported scaling globally.

Marketing

The company has multiple solutions and needs to sell to and educate specific markets including distributors, practitioners and hospitals and existing customers.

Primary Focus

Filling both virtual and live events with specific audiences.