24 - How To Thread Marketing Into Your Sales Process With Jared Jost, VP of Marketing at PatientPop

Jared Jost, VP of Marketing at PatientPop, joined me on the Modern Startup Marketing podcast. Prior to PatientPop, Jared was at Twistlock (cybersecurity startup that got acquired by Palo Alto Networks) and Smarsh (SaaS). PatientPop was founded in 2014, has ~450 people and is based out of Santa Monica, CA. They've raised Series C ($125M total). PatientPop makes it easy for healthcare providers to attract more patients, manage their online reputation, modernize the patient experience, and automate the front office. From searching for a provider online, to checking their website + reviews, to booking an appointment, to getting an alert, then getting an automated survey, and finally leaving a review online. Enhancing every digital touchpoint along the patient journey. Here's what we hit on: Jared was VP of Demand Gen at PatientPop for almost 2 years, then became VP of Marketing - so what does marketing mean to him; What Jared focused on with marketing efforts when he joined PatientPop 3.5 years ago (they were at Series A); How to thread marketing into the sales process to create pipeline, opportunities, and revenue; How the marketing team is structured now; Marketing channels that are working really well (HINT: PPC + organic but there are nuances); During COVID we learned that breaking up the content funnel makes us better marketers; How we used internal data and thought leadership to increase trust and propel the brand; Challenges related to staying relevant and scaling the company; Taking the company from Series B to Series C funding and what that means for marketing; Building a simple tool to use on your website that addresses the buyer's pain point (quickly) and propels growth faster; Some bad marketing recommendations that Jared can't stand (HINT: it's about leads); How Jared defies convention and tries to take a different approach. You can find Jared on LinkedIn: www.linkedin.com/in/jaredjost Find out more about PatientPop: www.patientpop.com For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!

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