Client
Service
Tools
Year
Ingenious Med (Sage Growth Partners)
Animation, MarTech Optimization, Strategy, Analytics, Content Development
HubSpot, Pardot, Vimeo, Adobe Premiere, After Effects
2018
Project Overview
Ingenious Med needed to build pipeline in a market where physicians and hospital administrators were already fatigued by generic healthcare IT outreach. As their dedicated account lead at Sage Growth Partners, I developed a demand generation strategy anchored in clinical credibility, education-first content, and a sustained two-year nurture program that converted awareness into qualified opportunities.
Key scope of work:
1. Developed and executed a flagship webinar campaign series targeting hospital finance and clinical operations leaders.
2. Built and managed a two-year email nurture sequence with segmented tracks for different buyer personas.
3. Produced motion graphic explainer videos supporting campaign content and product education.
4. Managed all digital channels including email, paid social, and organic content.
5. Served as primary day-to-day client contact, owning strategy, execution, and reporting.
Process
The central insight driving this engagement was that Ingenious Med's buyers, physicians and revenue cycle leaders, respond to peer credibility over vendor messaging. Rather than leading with product features, we built a webinar series that positioned Ingenious Med as a convener of clinical and operational expertise.
I managed the full webinar production lifecycle: speaker recruitment and briefing, promotional campaigns across email and LinkedIn, landing page development, live facilitation support, and post-event nurture sequences. The first campaign exceeded all registration benchmarks and established a repeatable model we scaled across multiple topics and audience segments.
The email program paired with the webinar series was built on behavioral segmentation. Contacts received different content tracks based on their role (clinical vs. administrative) and their engagement history. I wrote and produced the sequences in Pardot, later migrating and rebuilding them in HubSpot as the MarTech stack evolved.
Video played a supporting role throughout. I produced motion graphic explainer pieces that broke down complex revenue cycle concepts for non-technical audiences, which were deployed across the webinar landing pages, post-event follow-ups, and social channels.
Results
• 700+ webinar registrants across the campaign series
• 80+ marketing-qualified leads generated directly from the program
• Two-year sustained nurture sequence maintaining engagement across a long enterprise sales cycle
• MQL goals exceeded by 20% across multiple campaign periods
• Email open rates consistently above benchmark throughout the engagement
Ingenious Med Brand Refresh Launch Video
Ingenious Med New Feature: Document Image Capture
