Demand Gen Strategy & Execution for a Health Sciences Platform Provider
Founded in 2013 by Harvard Medical School faculty, Aetion’s mission is to help biopharma companies, payers, and regulatory agencies make critical decisions in health care with its real-world evidence platform.
Aetion had earned an exceptional brand reputation through a combination of thought leadership, high-value scientific content, and an impactful presence at industry events. To achieve the next growth stage, they needed to activate their funnel, aligning marketing and sales around a shared goal.
Developing a demand generation strategy to activate the funnel
I was engaged to perform a comprehensive demand generation audit and recommendations, delivering an end-to-end strategy spanning:
Ideal Customer Profiles & Personas
Buyer Journey Mapping & Content Strategy
SEO, SEM & Website Optimizations
Sponsored Content, Display & Social Advertising
Lead Qualification & Nurturing Strategies
Account-Based Marketing & MarTech
Delivering innovative campaigns spanning marketing channels
Aetion was so impressed with the output that they asked me to support their team executing the plan. As a first step, I worked with them to implement HubSpot—guiding the development of lead stages and statuses, scoring models, and campaign parameters.
We then launched the company’s first integrated campaigns, including a new premium piece of content, an eBook. I jumped in on email and landing page development, website placement strategies, and activation plans spanning organic and paid social media, retargeting, paid search, and more.
Targeting key personas with buyer-centric messaging & content
Most recently, I assisted the team with developing new personas, putting them into action with a buyer’s journey map and end-to-end campaign for Safety leaders. Building on our partnership, I delivered a 40-page buyer’s guide, multiple pieces of supporting content, and promotional materials.
We hired Jess to help us shape our growth marketing strategy. She jumped in to learn about our brand, goals, and organization dynamics, and quickly picked up the nuances of our niche space in scientific analytics. She engaged across our organization as she dug for background and insights and offered many "quick win" ideas throughout the process.
She delivered far beyond what was promised, providing a comprehensive strategy with an action plan that we'll be executing against for years to come with her help.
I'd highly recommend her to anyone looking for a smart and capable marketing partner.
— Julia Wu, Director, Marketing Communications, Aetion