Working with a software marketing agency helps propel B2B SaaS companies forward. However, if you’re in the healthcare space, finding the right fit for your organization may require some effort.
The questions an agency asks during your initial meeting are good indicators of whether it takes the time to understand your business and marketing goals. Meanwhile, your answers can make a significant difference in achieving successful outcomes in the partnership.
Among the things a top healthcare software marketing agency should investigate include your business’s reasons for being and competitive positioning; your approach to selling your product(s); the marketing technology you currently use; and whether your budget and goals are a fit with their services.
Free Guide: How to Develop a Digital Marketing Strategy for Healthcare Software
Here are key indicators that an agency is interested in being an informed partner and queries to look out for.
Healthcare software marketing has specific requirements, and an experienced agency can help B2B SaaS companies navigate the nuances – but only if they first understand who you are and how you position yourself in a competitive field. These questions and your answers will help your software marketing agency design a strategy to deliver meaningful results.
This question gives the agency high-level insights into what your business does, whom you serve, and most importantly, why you do what you do. Your answer may also reveal if your branding and messaging are concise and on-point. If these elements need refining, you can begin the partnership by sharpening your business's focus to lay a solid foundation for the work ahead.
Understanding your competition will help the agency conduct market analysis and discover how your audience perceives your brand vs. your competitors’. The agency should also ask you these questions: Where do your competitors get their traffic? How do they drive organic traffic? What keywords do they rank for? What does their content strategy look like?
This question will help the software marketing agency determine whether your branding, messaging, and product offerings align with your target audience’s needs. Your answer also reveals if you have a solid understanding of your buyer's business profile and persona. If not, you should first clarify your ideal customer profiles (ICPs) so your agency can create campaigns that resonate with these audience segments.
It's a good sign if an agency asks this question! It shows that they're willing to take the time to dig deeper and discover the specifics of your products. What they learn from your answer will help them craft marketing messages to communicate your unique selling proposition so that you can stand out from your competitors.
The healthcare software market is highly competitive. If you can't articulate what differentiates your brand in the marketplace, it will be challenging to create marketing assets that communicate your distinct positioning to convert leads into sales.
B2B SaaS companies must navigate increasingly complex buying processes, complicated buying group dynamics, and non-linear sales cycles. Your agency should understand the customer journey, how buyers interact with your brand, and your pricing structure to position your products strategically, generate high-quality leads, and convert them into customers. Questions should include:
An agency must understand your buyer's journey to deliver a seamless customer experience. For example, how do customers find you? If you rely on prospects visiting your website to learn about your products, your agency should recommend a robust inbound marketing strategy.
If you have a sales team, your agency should follow up with these questions: Do they make cold calls, use purchased lists, or rely on leads from the website? The answers can help the agency align sales and marketing to optimize results.
Understanding how your pricing structure fits with the ideal buyer profile and within the competitive landscape will help your agency strengthen your market positioning. They can then develop a strategy to generate the highest number of qualified leads and help you meet your sales and profit goals.
Marketing technology is a fast-evolving field. Understanding your current marketing stack will help a software marketing agency recommend the most cost-effective way to leverage the latest tools to help you stay competitive. Prepare for these questions:
Marketing automation enables you to scale your campaigns cost-effectively. If your current software doesn't have automation functions, you may have to factor in the time and resources to migrate your platform and set up the marketing technology to achieve your campaign goals.
HubSpot is our preferred marketing platform. It’s the most complete and robust customer relationship management (CRM) system for B2B inbound marketing. Our clients use HubSpot, and our expertise allows us to become an extension of their marketing team.
Data analytics enables you to understand customer behaviors and deliver a personalized buying experience. A data-driven marketing strategy is essential in today’s B2B marketing landscape to help you navigate tricky buying group dynamics and sales cycles. Your agency should leverage your current data infrastructure and help you identify gaps to enhance your ability to leverage insights.
To achieve meaningful results, your software marketing agency must take the time to understand your business objectives and help allocate resources to make the best use of your budget. They should ask:
These questions will enable the agency to design a customized plan to achieve your marketing objectives — and help you know when adjustments are needed. An agency can set milestones and a realistic standard for what should be accomplished by the end of each month. Understanding the scope of work involved and having a realistic roadmap to tackle the deliverables is a strong success predictor.
Healthcare software marketing is an investment in your current and future sales. You should budget for it, just like you do for other spending categories. Before your meeting, work out your budget and share with the agency how much you plan to invest in digital marketing within a specific timeline. A good agency can develop a plan that fits your budget and maximizes your ROI using your available resources.
Before talking to any software marketing agency, arm yourself with answers to these questions and prepare some of your own so you can see which partner is the ideal fit.
At Spot On, we take the time to understand your business and deliver tangible results that move your business forward. With an established track record of marketing specifically to healthcare software customers, we bring insights that help our clients create long-term success.
Schedule a time for a chat to see how we can help you market your healthcare software company.
Spot On co-founder and partner Susie Kelley is dedicated to leveraging technology to advance innovative solutions in highly regulated industries. Driven by the opportunity to elevate brands, she co-founded Spot On in 2012 after having spent 15 years honing her marketing skills in an agency. Susie leads business development with a personal touch, focusing on building lasting relationships with clients to meet — and exceed — their goals for business growth.
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