Why Use a B2B Marketing Agency to Promote Your Healthcare Software?

Rebecca Graves
By Rebecca Graves on January 20, 2025
Why Use a B2B Marketing Agency to Promote Your Healthcare Software?
Why Use a B2B Marketing Agency to Promote Your Healthcare Software?

Why Use a B2B Marketing Agency to Promote Your Healthcare Software?

Rebecca Graves
By Rebecca Graves on January 20, 2025

Some SaaS companies make establishing a strong digital presence look easy. What you don’t see, however, is the effort and resources they invest in achieving visibility and credibility. For example, most pre-Series B SaaS companies spend 15% to 20% of gross revenue on marketing.  

Healthcare software companies take various approaches to building their online presence and attracting high-quality prospects. These include hiring an in-house team, partnering with an agency, or recruiting freelancers to support their efforts. 

Each approach has pros and cons, but many successful companies work with a B2B marketing agency specializing in healthcare SaaS marketing because it’s the most cost-effective way to achieve tangible results — driving leads, increasing sales calls, and closing deals. 

Let’s weigh the benefits of in-house vs. agency vs. freelancers and review how to choose the right digital marketing agency for your healthcare SaaS business.

Download Now: The Ultimate Guide to B2B Healthcare Marketing for Software

In-house vs. Agency vs. Freelancer: What’s Best for Your Business?

Should you build an in-house team, work with a B2B marketing agency, or hire freelancers to support your digital marketing efforts? Let’s explore the pros and cons. 

Agency vs. In-House

Most small or midsized healthcare software companies would benefit from partnering with the right B2B marketing agency rather than building an in-house marketing team. An experienced agency offers these advantages: 

In-depth knowledge of the healthcare software sector 

The healthcare SaaS industry is competitive and complex. It takes time for in-house hires to understand your products and market. They may also need to experiment with different tactics to see what works. On the other hand, an experienced B2B marketing agency can hit the ground running and implement marketing strategies proven to yield results. 

A broad range of marketing skills 

One or two employees, no matter how talented, can’t cover the full SaaS marketing spectrum. A B2B marketing agency provides access to a team of specialists who can advise you on everything from strategy to implementation, social media to marketing automation, and email copy to conversion optimization. They can also respond to your changing needs and scale their services to support your growth. 

Strategic planning from a senior perspective  

Most employees, except senior marketing executives, focus on tactical implementation rather than strategy. Yet, hiring a CMO is often not feasible for smaller companies. On the other hand, a B2B marketing agency incorporates high-level discussions on business strategy and comprehensive marketing planning to help you achieve long-term success — offering senior-level perspectives without the cost of hiring a full-time executive. 

Agency vs. freelancers 

Growing healthcare software companies may be tempted to hire freelancers to lower costs. However, this approach often turns into a case of “you get what you pay for.” Here’s why partnering with a B2B marketing agency is a better use of your resources: 

Trust and transparency

Unlike many freelancers who are an unknown quantity, a reputable B2B marketing agency can provide testimonials, online reviews, and case studies to demonstrate how they achieved results for healthcare software companies like yours. They may also have recognized certification, such as a Hubspot partnership, to give you peace of mind that you’re in good hands. 

Agility and consistent results 

Your marketing efforts could grind to a halt if a freelancer gets sick or decides to accept a full-time job. On the other hand, an agency team works collaboratively and has the resources and personnel to ensure you get consistent and high-quality results. After all, marketing agencies depend on their reputation for future business and are more likely to invest in client satisfaction. 

Download Now: The Ultimate Guide to B2B Healthcare Marketing for Software

How to Choose the Right Digital Marketing Agency 

If you’ve decided to hire a B2B marketing agency, you may wonder how to find the right one to meet your needs. Here’s what to look for to maximize your ROI: 

They act as a business partner, not just a service provider 

An experienced B2B marketing agency starts an engagement by understanding your niche, product, target market, and challenges. They should audit your current marketing efforts to identify areas for improvement and prioritize your budget. 

Then, they will perform strategic planning and provide a roadmap with milestones to set realistic expectations. If you receive a one-size-fits-all plan that isn’t tailored to your solution, market, and unique selling proposition (USP), then run for the hills! 

Your B2B marketing agency should also invest the time to listen to your concerns and respond promptly to your questions or feedback. Moreover, they should continue to refine your marketing plan as your business evolves to support your growth. 

They demonstrate a deep understanding of the healthcare software sector 

The right marketing partner has in-depth knowledge of the sector, backed by glowing reviews and case studies to show how they’ve helped other healthcare software companies achieve tangible outcomes.  

Besides creating a customized digital marketing strategy, your B2B marketing agency should support it with industry expertise and insider knowledge, such as which publications to pitch for guest content to reach the right audience.  

The right partner will also help you turn an impactful strategy into action by creating high-quality content, building a converting website, driving high-quality traffic with SEO and digital ads, and nurturing relationships with email and social media marketing. 

They deliver measurable, data-driven results 

The right partner can help you implement a data-driven approach to achieve tangible results. For example, they should regularly provide accurate and insightful reporting, review the metrics with you, and offer actionable recommendations.  

An experienced agency also focuses on the right metrics. A productive partnership will help you improve KPIs that matter the most, such as lead conversion rates, demo requests, SEO rankings, and the number of client meetings and closed deals. 

Partner with a Top B2B Marketing Agency for Healthcare SaaS Companies

Finding the right partner is essential for achieving meaningful outcomes and maximizing marketing ROI.  

At Spot On, we take the time to understand each client’s unique selling points and customer priorities to build a customized marketing strategy. Additionally, our network of healthcare media relationships complements our digital strategies, allowing us to promote healthcare software companies with high-quality, targeted content through reputable industry publications. 

Schedule a meeting to discuss your digital marketing goals.  

The Ultimate Guide to B2B Healthcare Marketing for Software

Rebecca Graves
Published by Rebecca Graves

Rebecca Graves co-founded Spot On in 2012. As a partner and leader of client services, she takes immense pride in being in charge of “client happiness.” The role allows her to wield her problem-solving skills while fostering big-picture perspectives and team building. Rebecca’s more than 35 years of experience have equipped her to translate strategic planning expertise for the advancement of tech companies transforming the healthcare, financial, and legal industries.

To learn more about Rebecca, visit our Company Page.

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