79 - Marketing Planning Series (Kristi Annes, VP Marketing Strategy at IMO)

These episodes are pretty popular, which tells me that folks are lovin' the series, so let's keep this going! Sprinkling in another episode for the "Marketing Planning Series" where I invite back top startup founders and marketing leaders to talk about their marketing plans going into 2022. I get questions from startups about this a lot (especially as the marketing landscape has changed so much throughout the pandemic). We'll dive into marketing channels, budget, resources and so much more. Kristi Annes is VP Marketing Strategy at IMO (Intelligent Medical Objects). Prior to that she was a marketing leader at IBM Watson. I’ve had IMO on before - Michael Klozotsky, CMO at IMO, came on for Episode 4 back in November 2020! We talked about how IMO’s marketing plan shifted after the pandemic hit (instead of scrambling to get their in-person even over to virtual, IMO ran a really creative marketing campaign around how it’s so great we don’t have to travel called “No Travel Required.” We talk about that and so much more. IMO is based out of Chicago, has ~270 employees, and received significant investment from Warburg Pincus (IMO's PE firm) and leading U.S. health systems in 2016. IMO has developed the most widely-accepted medical terminology solution for the management of medical vocabularies and software applications at healthcare organizations worldwide. IMO's solution is used by more than 3,500 hospitals and 450,000 physicians daily. Here's what we cover: IMO's 2022 Marketing Plan - what's your budget split; What marketing channels are you leaning into (HINT: we talk about the importance of in-person events and some other channels they're testing); What content are you leaning into; Who's on the marketing team to help put the plan into action; Anything else that's unique about your plan; Some goals that Kristi wants to accomplish this year, both personal and professional. You can reach Kristi on LinkedIn: https://www.linkedin.com/in/kristiannes/ Find out more about IMO: https://www.imohealth.com/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io 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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