PatientIQ
How I Generated 44% of Pipeline as First Marketing Hire
How I generated 44% of company pipeline and contributed to $20M Series B as the first marketing hire.
Understanding the Problem
PatientIQ is a clinical outcomes platform helping orthopedic surgeons, health systems, and medical device companies track patient-reported outcomes. When I joined as the first marketing hire, the company had:
No marketing infrastructure or lead generation engine
$300K in annual recurring revenue (ARR)
Salesforce CRM with limited marketing functionality
No brand awareness in the clinical outcomes market
A small sales team relying entirely on founder-led outreach
How I Solved It
CRM Migration & Architecture
- Led full migration from Salesforce to HubSpot with 100% data integrity
- Designed complete CRM architecture including lead scoring, lifecycle stages, and attribution models
- Built custom reporting dashboards for executive team decision-making
- Integrated ZoomInfo and 6Sense for intent data and lead enrichment
Demand Generation Strategy
- Developed integrated ABM strategy targeting AAOS conference attendees and specialty orthopedic practices
- Created automated nurture sequences moving leads through funnel stages
- Built co-marketing program with health system customers (Northwestern Medicine, Mass General, Cleveland Clinic)
- Scaled from 0 to 50 MQLs per month within first year
Website & Content
- Rebuilt website on Webflow with SEO optimization for clinical outcomes keywords
- Achieved 235% increase in organic traffic
- Created case studies, webinars, and testimonial videos with customer partners
Sales Enablement
- Trained entire organization on HubSpot CRM for provider relationship management
- Developed comprehensive documentation and onboarding materials
- Created investor deck contributing to successful $20M Series B (Health Enterprise Partners)
Impact & Outcomes
Technologies & Tools
Key Learnings
Attribution Ends Arguments
Multi-touch attribution settled 90% of marketing-sales disputes before they started. When everyone can see the data, there's nothing to argue about.
Health System Co-Marketing Paradox
Co-marketing with health systems extended sales cycles by 6 months but increased average deal size by 3x—the math made it worth the wait.
First Hire Freedom
Being the first marketing hire meant I could build systems correctly from day one instead of inheriting technical debt. That foundation enabled 10x ARR growth.
Want to discuss this project?
I'd love to walk you through the details and discuss how similar strategies could work for your organization.
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