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:

1. When marketing in healthcare, it's crucial to build trust with your technology.
2. A big initiative of Apixio was surveying the organization’s key customers and determining what types of information t

This episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.

With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.