Imprivata Case Study for True Influence at the SiriusDecisions Summit 2019 held in Austin, TX.

1. © 2019 Imprivata, Inc. All rights reserved.
The Intent Journey
Learning to Leverage Virtual Buyer Breadcrumbs
Tuesday, May 7, 2019

2. © 2019 Imprivata, Inc. All rights reserved.
2
Who we are
Lynne Powers
Director,
Global Demand Generation
Naomi Marr
Director,
Global Marketing Operations
Twitter: @imprivata
Website: www.imprivata.com

3. © 2019 Imprivata, Inc. All rights reserved.
3
Agenda
• Imprivata, True Influence, and InsightBase – At-a-Glance
• How Intent Data and Analysis Impacts Marketing
• Programmatic Approaches
• True Influence and InsightBase Impact

4. © 2019 Imprivata, Inc. All rights reserved.
4
Imprivata At-A-Glance
6M
care providers
1900+
global healthcare
customers
 35+ Patents Issued To-date
 2019 KLAS SSO Leader
 2018 Frost & Sullivan Technology Award
Industry Leadership
 Founded 2002
 Offices in US, UK, and Australia
 450+ Employees Worldwide
Company Information
45
countries

5. © 2019 Imprivata, Inc. All rights reserved.
5
Leveraging Virtual Buyer Breadcrumbs
Use intent data to move
opportunities through the Demand
Unit Waterfall® stages
Trending to support
Sales and Marketing
cycles
Identify audiences for
outbound campaigns
Intent-based programmatic
approaches
Driving account-based
selling and marketing
focus

6. © 2019 Imprivata, Inc. All rights reserved.
6
Identify Audiences for Outbound Campaigns
Program
Manager
Program
Manager
Target
Accounts

7. © 2019 Imprivata, Inc. All rights reserved.
7
Week 1 3 5 7 9 11 13 15 17
Email – EPCS
Benefits Video
Email –
Congress EPCS
Blog
Email –
HealthEast Epic
Video
Email – EHR
Switch WP
Email – EHR
Switch Video
Email – PRMC
EPCS Case
Study
Email – Request
a Demo
Email #8 Email #9
Direct Mail -
Video Mailer
Direct Mail -
Case Studies
Sales Rep
Follow-up to DM
Sales Rep
Follow-up to DM Gift DM
Benchmarks
Set
QBR of
Benchmarks
Sales Email
Outreach
LinkedIn
Outreach
LinkedIn
Outreach
IP Targeted Banner Ads & PPC Geo-Target
Sales Email
Outreach
Sales Email
Outreach
Intent Data
Analysis for
Sales
Intent Data
Analysis for
Sales
Intent Data
Analysis for
Sales
Data
Augmentation
Intent Data
Analysis for
Sales
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Whole-Account Marketing & Sales Effort

8. © 2019 Imprivata, Inc. All rights reserved.
8
Accelerate Demand Unit Waterfall Movement
Measure
Opportunities
top to bottom
Created three new
Opportunity stages
to handle “Leads”
When intent is shown, Opportunity
stage changes from Target to
Active
ConfirmID
OneSign
Cortext
PatientSecure
IdentityGovernance
API integration between Salesforce
and InsightBase allows us to know which
product Opportunity needs to be moved

9. © 2019 Imprivata, Inc. All rights reserved.
9
Account Information Drives Strategy
+
Customized Messages and Campaign
Tactics Targeted to Key Personas
SALESDEFINED
Role and Level
of Engagement
Account
Information
 EHR
 Beds
 Existing
customer
 CMIO
 CIO
 CISO
 Chief Compliance
Officer
 IT Director
 Director Pharmacy
 Clinical Leadership
Remarketing
+
Product
Focus
Confirm ID
for EPCS
Account
Priority
High
Driver/
Leverage
Security
Strategy
Type
Product
support/
promotion
MARKETINGDEFINED
PPC
Advertising
LinkedIn
Outreach
IP-targeted
Ads
Content
Syndication
Trade Shows
or Events
Direct Mail On-demand
Webinars
Webinars
Blog Posts Personalized
Website
Email

10. © 2019 Imprivata, Inc. All rights reserved.
10
Whole-Account Marketing & Sales Effort
Week 1 3 5 7 9 11 13 15 17
Email – EPCS
Benefits Video
Email –
Congress EPCS
Blog
Email –
HealthEast Epic
Video
Email – EHR
Switch WP
Email – EHR
Switch Video
Email – PRMC
EPCS Case
Study
Email – Request
a Demo
Email #8 Email #9
Direct Mail -
Video Mailer
Direct Mail -
Case Studies
Sales Rep
Follow-up to DM
Sales Rep
Follow-up to DM Gift DM
Benchmarks
Set
QBR of
Benchmarks
Sales Email
Outreach
LinkedIn
Outreach
LinkedIn
Outreach
IP Targeted Banner Ads & PPC Geo-Target
Sales Email
Outreach
Sales Email
Outreach
Data
Augmentation
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Intent Data
Analysis for
Sales
Intent Data
Analysis for
Sales
Intent Data
Analysis for
Sales
Intent Data
Analysis for
Sales

11. © 2019 Imprivata, Inc. All rights reserved.
11
Trending to Support Sales and Marketing Cycles
ABM Pilot
Begins
Sales Lunch
Meeting
New PatientSecure
Opportunity Created
● Spikes in 3rd party
intent prior and after
Sales Meeting
● 3rd party intent then
levels off once
Opportunities are
moving forward

12. © 2019 Imprivata, Inc. All rights reserved.
12
InsightBase Trending

13. © 2019 Imprivata, Inc. All rights reserved.
13
Whole-Account Marketing & Sales Effort
Week 1 3 5 7 9 11 13 15 17
Email – EPCS
Benefits Video
Email –
Congress EPCS
Blog
Email –
HealthEast Epic
Video
Email – EHR
Switch WP
Email – EHR
Switch Video
Email – PRMC
EPCS Case
Study
Email – Request
a Demo
Email #8 Email #9
Direct Mail -
Video Mailer
Direct Mail -
Case Studies
Sales Rep
Follow-up to DM
Sales Rep
Follow-up to DM Gift DM
Benchmarks
Set
QBR of
Benchmarks
Sales Email
Outreach
LinkedIn
Outreach
LinkedIn
Outreach
IP Targeted Banner Ads & PPC Geo-Target
Sales Email
Outreach
Sales Email
Outreach
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Intent Data
Analysis for
Sales
Intent Data
Analysis for
Sales
Intent Data
Analysis for
Sales
Intent Data
Analysis for
Sales
Data
Augmentation

14. © 2019 Imprivata, Inc. All rights reserved.
14
Programmatic Approaches: Persona Augmentation
• Buying Group Personas Pivotal to
Model
• Every Gap We Fill in Strengthens:
– Sales’ Ability to Develop an
Account Relationship
– Marketing Campaign
Coverage
– Campaign Budget Savings
• Instead of Just Plugging with
Generic Contact Data, Consider
the Power of Adding Only Those
Contacts That Have SHOWN
Intent!
Product A Product B Product C Product D Product E
Chief Compliance Officer X X X
CNIO X X X X X
CMIO X X X X X
CMO X X X X X
CNO X X X X X
VP Revenue Cycle X
Patient Safety Officer X
Director Patient Access X
HIM Director X
Director of Pharmacy X
Director of Patient Experience X
Biomedical Engineer X
CIO X X X X X
IT Director X X X X
CISO X X X X
Hospital XYZ

15. © 2019 Imprivata, Inc. All rights reserved.
15
Whole-Account Marketing & Sales Effort
Week 1 3 5 7 9 11 13 15 17
Email – EPCS
Benefits Video
Email –
Congress EPCS
Blog
Email –
HealthEast Epic
Video
Email – EHR
Switch WP
Email – EHR
Switch Video
Email – PRMC
EPCS Case
Study
Email – Request
a Demo
Email #8 Email #9
Direct Mail -
Video Mailer
Direct Mail -
Case Studies
Sales Rep
Follow-up to DM
Sales Rep
Follow-up to DM Gift DM
Benchmarks
Set
QBR of
Benchmarks
Sales Email
Outreach
LinkedIn
Outreach
LinkedIn
Outreach
IP Targeted Banner Ads & PPC Geo-Target
Sales Email
Outreach
Sales Email
Outreach
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Intent Data
Analysis for
Sales
Intent Data
Analysis for
Sales
Intent Data
Analysis for
Sales
Intent Data
Analysis for
Sales
Data
Augmentation
Intent-Based
Content
Syndication
Intent-Based
Display
Advertising

16. © 2019 Imprivata, Inc. All rights reserved.
16
Programmatic Approaches: Display Ads
Program
Manager
ABM
Accounts

17. © 2019 Imprivata, Inc. All rights reserved.
17
Programmatic Approaches: Content Syndication
Program
Manager
ABM
Accounts

18. © 2019 Imprivata, Inc. All rights reserved.
18
Intent Data Impact

19. © 2019 Imprivata, Inc. All rights reserved.
19
Whole-Account Marketing & Sales Effort
1 3 5 7 9 11 13 15 17
Sales Rep
Follow-up to DM
Sales Rep
Follow-up to DM
Benchmarks
Set
QBR of
Benchmarks
Sales Email
Outreach
LinkedIn
Outreach
LinkedIn
Outreach
Sales Email
Outreach
Sales Email
Outreach
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Demand Unit
Waterfall ®
Intent Data
Analysis for
Sales
Intent Data
Analysis for
Sales
Intent Data
Analysis for
Sales
Intent Data
Analysis for
Sales
Data
Augmentation
Intent-Based
Content
Syndication
Intent-Based
Display
Advertising
Email – EPCS
Benefits Video
Email –
Congress EPCS
Blog
Email –
HealthEast Epic
Video
Email – EHR
Switch WP
Email – EHR
Switch Video
Email – PRMC
EPCS Case
Study
Email – Request
a Demo
Email #8 Email #9
IP Targeted Banner Ads & PPC Geo-Target
Direct Mail -
Case Studies Gift DM
Direct Mail -
Video Mailer
Week

20. © 2019 Imprivata, Inc. All rights reserved.
20
• Identify Audiences for Outbound Campaigns
• Use Intent Data to Move Opportunities Through the Demand Unit Waterfall® Stages
• Trending to Support Sales and Marketing Cycles
• Driving Account-Based Selling and Marketing Focus
• Intent-based Programmatic Approaches
Key Takeaways
Leveraging Virtual Buyer Breadcrumbs

21. © 2019 Imprivata, Inc. All rights reserved.
Any Questions?

22. © 2019 Imprivata, Inc. All rights reserved.
To Learn More:
Visit: www.trueinfluence.com
Phone: 1-888-301-4758
Thank you!