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
Senior Marketing Manager (First Marketing Hire)
Sole marketing function owner for Series A clinical outcomes SaaS. Reported directly to CEO; owned all strategy, execution, tooling, reporting, and vendor relationships from zero infrastructure.
Full budget ownership for marketing spend and tooling
Vendor evaluation and selection: CRM, ABM platform, intent data, web platform, analytics
Stakeholder management across sales, product, and executive leadership
Board-level reporting: pipeline attribution, CAC, LTV metrics for investors
Built and documented all marketing SOPs from scratch
Direct collaboration with sales on SLA frameworks and lead handoff processes
How I Solved It
CRM Migration & Architecture
- Led full migration from Salesforce to HubSpot with 100% data integrity across 5,000+ contact records
- Designed CRM data model: custom objects for health system hierarchies, deal pipeline stages mapped to enterprise sales cycles
- Built behavioral + firmographic lead scoring model with automatic MQL threshold triggers
- Defined lifecycle stages (Subscriber → Lead → MQL → SQL → Opportunity → Customer) with automated progression rules
- Created multi-touch attribution model tracking first touch, lead creation, and opportunity creation across channels
- Integrated ZoomInfo and 6Sense for intent data, feeding account scores into HubSpot for sales prioritization
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 (Midwest Orthopaedics at Rush, New England Baptist Hospital, UCHealth)
- 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 & Change Management
- Trained entire 15-person organization on HubSpot CRM including sales, customer success, and leadership
- Created comprehensive documentation: CRM playbook, workflow guides, and onboarding materials
- Established SLA framework: marketing-to-sales lead handoff with follow-up tracking
- Developed investor deck and data room materials contributing to successful $20M Series B (Health Enterprise Partners)
- Built template library for outreach sequences, reducing sales rep ramp time
CRM & Revenue Architecture
Designed and implemented the complete marketing-to-revenue technology stack, migrating from basic Salesforce to a fully integrated HubSpot ecosystem with intent data, enrichment, and multi-touch attribution.
HubSpot CRM (Enterprise)
Central system of record: contacts, companies, deals, custom objects for health system relationships
HubSpot Marketing Hub
Email automation, landing pages, lead scoring (behavioral + firmographic), lifecycle management
ZoomInfo
Contact enrichment and prospecting data for orthopedic surgeon targeting
6Sense
Intent data and account identification for ABM targeting of health systems
Webflow
Marketing website with HubSpot form integration and GA4 tracking
Looker Studio
Executive dashboards: pipeline velocity, attribution, channel ROI
Strategic Decisions
Why migrate from Salesforce to HubSpot?
Salesforce was oversized for our stage and lacked native marketing automation. HubSpot gave us CRM + marketing + sales enablement in one platform at lower cost, with faster implementation time for a team of one.
Why ABM over pure inbound?
Our ICP was orthopedic surgeons and health system administrators — a finite, reachable universe. ABM with intent data let us target the exact accounts that mattered rather than casting a wide net.
Impact & Outcomes
Technologies & Tools
Compliance & Governance
Capabilities Demonstrated
Event Photos
Need similar results for your team?
I've built this at PatientIQ. Let's discuss how the same approach could work for you.
Schedule a ConversationKey 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.
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