Basketball has the full court press. Hockey has the power play. Baseball has bases loaded. How does marketing get the “full stack advantage” to put their entire stack into play?
3. OUR MISSION
“To contribute to human welfare
by application of biomedical
engineering in the research, design,
manufacture, and sale of instruments
or appliances that Alleviate Pain,
Restore Health,
and Extend Life.”
2people
every second
OUR THERAPIES IMPROVE THE LIVES OF
4. MEDTRONIC: Who We Are
Serving Healthcare systems around the World
4Business Groups
$27B+Global Revenue
160+Countries we operate in
85,000Employees
84Manufacturing Facilities
56Research Centers
23. Early Stage
Mid Stage
Late Stage
Blog Posts
White Paper
Webinar
Demo Request
Success Stories
Product Specs
24. Early Stage
Mid Stage
Late Stage
Blog Post
White Paper
Webinar
Demo Request
Success Stories
Product Specs
Calculator
Interactive Video
Product Sample
Onboarding Kit
Trade Show
Two reasons for this slide:
So it’s clear we’re not a MarTech company trying to sell something to the audience (we make medical devices for medical professionals)
To add context to some of the examples later.
What don’t we get?
More players. New Players. Different teams. Different sports.
A product. A medical device. How do our customers view this product?
A product. A medical device. How do our customers view this product?
A product. A medical device. How do our customers view this product?
How our SEOs and SEMs view it.
How our automation teams view it.
Some players have powerful information. How do we position them for better team success. Here’s our social media team.
How our customers view it?
What do these two simple words add? How does that change the conversation?
Some examples. If you are using our product, it’s probably one of the worst days of your life.
While we don’t market to patients, it is important to understand what it is like to use our product. This is a view you don’t get in SEO. Or in automation, or advertising. It is important to understand what its like to be the one our product is used on, just as it is important to understand what its like to be a nurse caring for premature babies in the NICU, or a surgeon performing a 12 hour surgery. Our up-front persona mapping or customer surveys don’t really capture that. These stories however, tell themselves.
Even worse. More mixed emotions.
So different.
If we want to humanize our customer interactions – our social team is positioned to give us that information. What
What do they have that you don’t? What timing and insight can they pass to you?
Sentiment. Real time feedback. Ability to test messages, Ability to reach customers rapidly, at scale. Ability to TALK to customers AND LISTEN.
As MarTech’s, we follow the funnel, and engage audiences through multiple channels
Our campaign flows look like this. Pretty linear.
But the channels are noisy.
Emails received (88), per day on average versus emails sent per day (34)
Sources: https://www.textrequest.com/blog/how-many-emails-do-people-get-every-day/
https://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/
We need a way to engage people better, and to design plays that are more flexible and user driven.
Adding interaction helps break through the noise
Story on customer interactions at events
Positioned into the canvass
What happens after the play? We’ve scored! How does the marketing team facilitate the onboarding experience?
What does a welcome kit look like?
How do we take our tech stack and turn it into a great onboarding experience.