Paul Mattioli is the Senior Director of Sales Enablement & Product Marketing at HIMSS, the Healthcare Information and Management Systems Society. At a recent MediaGrowth Excellorator gathering, Paul shared how his organization looks at its media products through the lens of market demand in order to deliver the most effective lead generation strategies and products.
“We have a
really strong view of the users in our database through the HIMSS events, webinars and education sessions they attend, and through the content and products with which they engage,” said Paul. "And we have the technology and filtering to vet and purge users so that we can deliver only the high quality leads that clients want.”
But Paul emphasized that successful campaigns are based on the extra level of partnering that HIMSS achieves. Some clients
believe that there is someone sitting on the other end of the email that is just waiting to see and respond to their video or whitepaper. HIMSS resists the urge to take campaign deals that don’t include some type of content grooming that will warm targets up first. A lead that has had a 90-day history of consuming content is much more valuable than one that just happens to fit the profile in the database.
HIMSS conducts audits of clients’ content and
counsels them to ensure that their messaging and target audience are actually on target. At this point many clients realize that their content is lacking and HIMSS can assist them with custom content. Other clients benefit from rethinking their target audience. Wanting only C-Suite leads, for example, misses the fact that no one wants to be treated like a lead less than a C-Suite professional.
HIMSS conducts 3 types of Account-Based Marketing
campaigns, lead-bearing, brand-bearing and traffic-driving. The organization has no editorial calendar, everything is on-demand and based on a universe of evergreen, bell-weather topics.
Paul summarized by saying that he listens to what each client is trying to do, and when they ask if HIMSS is planning to do anything around their particular subtopic, his answer is, “Yes”. Everything that HIMSS does - editorial, events, webinars, research - is
built around a taxonomy (which includes “church & state” considerations) driven by market demand and the goals and expectations of clients.
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