Vibrent Health is a health research software-as-a-service (SaaS) platform specializing in engaging diverse participants in human cohort studies. They have a extensive research product suite that includes research data dashboarding, a CRM system for engaging participants in studies, integration with electronic health records, and other capabilities.
Vibrent needed an in-house content marketer who understood the researcher audience to generate demand. I came in with a background helping Janssen’s clinical teams market their ability to innovate operations and scale participant diversity in their trials. I also worked with a clinical trial SaaS provider Suvoda to market their SaaS capabilities for complex clinical studies.
Work I did
I crafted content including:
- Blogs outlining best practices and targeting keyphrases in clinical research.
- A monthly podcast with key opinion leaders in human cohort research.
- Webinars with trade partners on how we helped large research programs scale their recruitment and engagement of participants.
- Social copy and infographics to promote content initiatives and shareable best practices.
- Product marketing collateral for distribution of the website and sales channels to optimize lead conversion.
- Email sequences to nurture leads throughout various stages of the buyers’ journey.
This content was built upon my creation and management of comprehensive content, product, and brand marketing strategy:
- SEO strategy based on keyword volume research, searcher intent, and competitor analysis.
- Monthly content calendars that wove a social post schedule in with webinars, blogs, and other content initiatives.
- A brand style guide that advised company stakeholders on messaging on key marketing channels and creatives on the design of branded collateral and content.
- SOP and guiding strategic insight on the podcast’s continual growth. This included a list of target organizations and key opinion leaders to target for interviews.
- Partner marketing strategy to align with events and initiatives of our clients and to enact account-based marketing and expand relationships with existing client institutions.
Results I achieved
Thanks to my dedication creating strategy and executing content and product marketing initiatives, we saw growth in key areas:
A 400% jump in marketing qualified lead (MQL) generation through Vibrent’s website from 5 to 20 monthly leads YoY.
Initiation and expansion of new relationships with potential clients through the podcast.
A tripling of lead generation through a more consistent, ongoing creation and promotion of webinars.
A decrease in the need for bid defense thanks to the creation of competitive comparison sheets and other decision-stage marketing collateral.
Increased quality of sales leads through ongoing nurture campaigns that addressed typical buyer objections and spoke to specific customer needs.
Summary
I contributed my expertise in the field of research SaaS to create content that resonated with audience pain points. I audited competitors and Vibrent’s website to optimize lead conversion. I created a consistent, dedicated pipeline of SEO-effective copy and content to increase ideal customer profiles ability to find Vibrent Health as a solution to improve operations for cohort studies. And I created product collateral to increase lead quality and conversion to sales for existing and prospective clients.