Technology Category
- Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries
- Healthcare & Hospitals
- Pharmaceuticals
Applicable Functions
- Product Research & Development
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
About The Customer
Florence Healthcare is a leading provider of clinical trial software, serving more than 10,000 research sites across 45 countries. Their software simplifies the management of regulatory requirements of clinical trials for medical researchers. Florence Healthcare's software has been instrumental in accelerating the documentation process, tracking records, and consolidating data for global clinical trials, including Pfizer's COVID-19 mRNA vaccine. The company primarily worked with mid-size biomedical and pharmaceutical research firms before landing a contract with Pfizer. This success sparked a desire to expand their client base to include more Big Pharma clients, leading to their partnership with 6sense.
The Challenge
Florence Healthcare, a provider of clinical trial software used by over 10,000 research sites in 45 countries, faced a significant challenge in expanding its customer base. After successfully working with Pfizer on their COVID-19 mRNA vaccine trials, Florence Healthcare aimed to win more Big Pharma clients. However, their previous marketing approach, which Director of Programmatic Marketing Jenny Bunn described as 'spray and pray', was not sufficient for capturing opportunities like Pfizer. This approach involved building brand awareness with hopefully relevant ads, driving customers to hopefully useful content, and enticing them into hopefully productive conversations. While this strategy had been successful in winning small and midsize customers, a more sophisticated approach was needed to attract larger pharmaceutical companies.
The Solution
To address this challenge, Florence Healthcare partnered with 6sense in 2021. The 6sense data allowed Florence to identify which accounts were shopping for new solutions, target specific audiences with hyper-focused marketing messaging, capture account engagement, and boost and prioritize outreach to generate predictable revenue. Initially, Bunn tied 6sense insights to ad campaigns to improve audience and message targeting. She also used 6sense to build an integrated campaign targeting mid-market accounts based on Ideal Customer Profile criteria, resulting in 2.5x pipeline growth. Furthermore, the business development team used 6sense data to launch an outbound strategy, enabling them to conduct outreach without resorting to cold calls. Finally, Bunn worked with the strategic accounts team to orchestrate a messaging campaign designed to attract prospects to a webinar, using 6sense data to identify and invite potential clients.
Operational Impact
Quantitative Benefit
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