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We’ve generated more enterprise leads from inbound in the first three months with Tiller than we did in the entire previous year, outside of live events.
Logan Clifford
Senior Director of Marketing
3months to surpass prior year’s inbound results
10xincrease in enterprise inbound
>$2Menterprise pipeline generated in one month
Solutionreach needed a way to turn high lead volume into real sales opportunities. Through targeted ABM campaigns and a disciplined test-and-learn approach, Tiller helped increase enterprise inbound leads 10x — including $2M in pipeline generated in one month.
Company Size
Enterprise
Services
B2B
Category
Patient Engagement Software
Our Work
- Paid media
- Conversion Rate Optimization
Challenge
Strong lead volume,
limited pipeline impact
Solutionreach has spent 25 years building a strong reputation in the healthcare SaaS market. To keep that momentum going in an increasingly competitive space, the company launched a major brand initiative, called “Missing Things,” designed to bring fresh attention to the brand and generate new demand. The marketing team launched paid campaigns to amplify the effort.
The campaigns worked in terms of volume. Leads started coming in quickly, but many weren’t ready — or right — for a sales conversation. As more prospects entered the funnel, the sales team struggled to sort through the noise and focus on the opportunities that actually mattered.
“We saw a huge influx of MQLs, but poor conversion to SQLs. If you have ten people come in the door and eight of them aren’t qualified, it becomes harder for sales to give the two good leads the attention they deserve.”
- Logan Clifford, Senior Director of Marketing, Solutionreach
Solution
Turning to paid media specialists to move the pipeline
Solutionreach already had a long-standing relationship with Tiller; we redesigned the Solutionreach website to improve user journeys and provided post-launch conversion rate optimization (CRO). Logan trusted Tiller to operate campaigns day-to-day, analyze performance, and make adjustments quickly as results came in. So when the team needed deeper paid media expertise, expanding our partnership made sense.
Logan had worked with other agencies that were quick to spend budget but couldn’t translate their results into pipeline. Tiller’s strategic ‘test-and-learn’ approach to conversion rate optimization had already won Logan over, and he knew we’d bring the same discipline to paid.
Logan says, “We brought Tiller in because we knew they brought a deeper level of insight into campaign operations, which would allow us to turn the dials on ad spend more confidently.”
Testing targeted ABM campaigns
One of the most important tests focused on Solutionreach’s enterprise account list. These larger healthcare organizations represented significant revenue opportunities, but they had historically been difficult to reach through paid media.
To address this, Tiller tried a variety of tactics, including incentivized booking offers (e.g., “Book a call and get free AirPods”), different channels, and new ad types.
Our most successful test used LinkedIn conversation ads to reach specific decision-makers within target accounts. We started by speaking to Solutionreach’s sales team to build focused audience groups based on real customer data. We used what we learned from them to craft highly specific ads targeting the people responsible for evaluating patient engagement platforms.
“The LinkedIn conversational campaign immediately had a big impact. Nobody really cared about the incentive — they wanted to learn about our products — which made us feel great about the lead quality. The CTO of one of the largest DSOs filled out the form, and they picked up the phone when we called,” Logan says.
Discovering a new mid-market growth opportunity
As the enterprise campaigns gained traction, Tiller noticed a pattern in the organizations responding to the ads. Many qualified leads were coming from healthcare groups that fell outside of the ABM list — companies larger than a typical single-office practice, but smaller than the massive enterprise chains Solutionreach had historically targeted.
It was a previously overlooked market segment: organizations with roughly 10 to 15 locations that were actively evaluating patient engagement technology and typically had faster buying cycles.
This discovery helped Solutionreach expand its enterprise pipeline strategy. Instead of focusing only on the smallest practices or the largest healthcare systems, the team now had a reliable way to reach mid-sized organizations that offered strong revenue potential and shorter sales cycles.
Logan says, “We’ve been able to identify a group that has a smaller ARR value, but there’s a lot more of them. Tiller suggested splitting our campaign strategy to go after both segments, and that’s been super valuable.”
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“Tiller turned paid media into a growth dial that we can turn up or down as needed. When we need more SQLs, we spend more. It’s that easy.”
Logan Clifford
Senior Director of Marketing
Results
Shifting from “more leads”
to the “right leads”
Refining campaign targeting and aligning paid media with the sales process began producing more relevant leads almost immediately. Instead of filling the funnel with poor-fit leads, campaigns started reaching buyers who were actively evaluating patient engagement platforms.
“You need to track the right metrics,” Logan explains. “When we started working with Tiller, we actually saw a decrease in MQLs. But the value of what they were bringing in the door was higher, and we could see that in the MQL to SQL conversion rate.”
While MQL volume went down, inbound pipeline increased 10x year over year. Sales teams were able to focus on the best-fit leads, and Solutionreach generated more inbound enterprise leads in its first three months with Tiller than the entire previous year combined.
Most importantly, inbound has become a more reliable growth channel that Logan can adjust based on business needs — and he has more visibility into what’s working, and why.
“We used to have very little visibility into what could move the needle on a monthly basis. Now, we finally have a functional paid initiative. It’s a growth lever we previously didn’t have.”
Key Results
- 3 months to surpass prior year’s inbound results
- 10x increase in enterprise inbound leads YoY
- >$2M enterprise pipeline generated in one month
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“We did two million dollars in pipeline just last month, for enterprise and the new mid-market category from this initiative.”
Logan Clifford
Senior Director of Marketing
