Inbound Marketing in the Technology Sector

EHI Live and Commontime

Last week I attended EHI Live, a two-day conference and exhibition for the E-Health community. Though many exhibitors in the technology and software sector were solely supplying services to the NHS, there were many others that provide IT solutions to a range of other sectors, helping to make data processing and business systems much more efficient.

I wasn’t surprised to discover that this is a sector already looking at the benefits of inbound marketing and marketing automation to generate leads and drive sales, however, there still seem to be some challenges experienced in the execution of successful lead generation campaigns.

Ideal Health Consultants

For example, I met the MD of Ideal Health Consultants who explained that they don’t use contact barcode scanners at events to collect lead data. He explained that they prefer taking notes to accompany the data they collect at the event to make sure their follow up approach is personalised based on that discussion. Collecting quality data is still a challenge, but doing it this way means that whilst you may not get email addresses in abundance, the lead data you get will be qualified, relevant and therefore your messaging can be far more targeted.

Bridgehead Software

I also found Bridgehead at the event, the healthcare data management company for hospitals worldwide, who are currently using marketing automation to measure the ROI of their lead generation campaigns. I was interested to find some useful whitepapers available on their stand including one on Healthcare Disaster Recovery.

Whilst Bridgehead seem to be producing some valuable content (a challenge in itself), I think they could be improving their landing page conversion process on their website.  A great landing page is the difference between converting a website visitor into a lead or having them bounce off, confused, to find the info elsewhere. Making sure your landing page includes some good reasons why the visitor should download your whitepaper lets them clearly see the value trade-off in the data they are giving you. There has to be a fair exchange here.

I also think Bridgehead are relying too much on visitors finding their resources section directly. Optimising landing pages for keywords to get you found ensures you’re reaching new visitors that don’t know who you are yet. Unfortunately there seem to be too many steps on the Bridgehead website – having benefits, keywords and data capture all on one landing page would undoubtedly encourage more conversions.

CommonTime

Mobile business applications company CommonTime are one of the businesses at EHI who work across numerous sectors, mobilising a vast range of business processes. Speaking to CommonTime’s Marketing Manager, I found that the business is using HubSpot as their marketing automation software to generate and nurture their leads.

Currently only capturing lead data further along the buyer decision making process (ie those who wish to contact them or request a demo), there is a big opportunity for the company to begin producing more insightful content to attract leads in the industries they serve, at the information gathering stage of the buyer decision making process. But I think CommonTime have the strong brand and positioning to achieve this.

By Rhiannon Hulse

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