Episode Summary
During this episode of Tech Qualified, Justin Brown chats with the CMO of Apixio, Mark Scott. The interview focuses on Mark’s experience in a B2B capacity – mostly with healthcare companies that include direct delivery, medical devices, biotech and now software. Mark takes a deeper dive into how marketing functions for Apixio, which is essentially a data science company that takes structured and unstructured data inputs and creates unique insights from the information.
Episode Highlights
- Mark provides some highlights on his past work experience which includes jobs in a variety of healthcare companies
- Mark pinpoints the unique value proposition of Apixio, which is essentially a data science company
- Mark talks about joining a growth stage company and focusing on building brand awareness
- The Apixio field sales team is one of the best that Mark has ever worked with in the industry
- The organization focuses a lot on an ABM strategy – which includes targeting specific accounts and building towards an in-person meeting
- Mark discusses the types of changes the organization had to make as the world battles with COVID-19
- Mark discusses the types of communications the organization rolled out to prospects and customers during the period of social distancing
- In many ways, Mark has seen that a lot of people in his particular environment were exhausted by the negativity surrounded by COVID-19, so it was important to strike a balance with communication
- As the pandemic situation surfaced, Apixio has seen the buyer’s journey slow down
- Mark sees that prospects are asking more questions and objections are coming to the surface – so this is fueling the creation of a variety of content
- Some of the personas that Apixio works with are completely overrun with information right now with the pandemic…so connecting with them is not a huge priority – they don’t necessarily have open ears right now
- Over the next three months, Apixio is really placing a focus on content that will help the organization establish their position in the marketplace over the long-term
Key Points
- When marketing in healthcare, it’s crucial to build trust with your technology.
- A big initiative of Apixio was surveying the organization’s key customers and determining what types of information they were looking for – especially as they started working from home.
- Right now, in these tough times, is when a brand’s true colors come to the forefront
Resources
- Mark Scott: LinkedIn
- Apixio: Website
- Motion: Ultimate Thought Leadership Course for B2B Tech Companies
