Role: Product Marketing
Vibrent Health is a research SaaS platform with a research product suite spanning data dashboarding, participant CRM, and EHR integration. Vibrent’s buyers weren’t single decision-makers, they were committees: principal investigators, IT, and compliance stakeholders, each with different priorities, spread across academic institutions and large health systems. Vibrent needed a product marketer who could figure out what actually won those committees over, not just generate more demand. I came in with direct experience marketing clinical operations innovation and participant diversity for Janssen, and GTM work for clinical trial SaaS capabilities at Suvoda.
Problem
Vibrent needed to generate demand among academic institutions and large health systems, buyers where a single champion rarely closes a deal. Winning research SaaS deals in this space required buy-in across multiple personas, from principal investigators to IT and compliance stakeholders, each with different priorities and objections. Vibrent didn’t have a clear picture of what was actually driving its won deals, which made it difficult to replicate success or arm sales with messaging that addressed the full buying committee rather than a single stakeholder.
Solution
I reverse-engineered Vibrent’s closed-won deals to identify the specific arguments, proof points, and objections that moved each persona toward a decision. That analysis became the foundation for positioning and sales enablement collateral built to speak to the full buying committee at once, competitive comparison sheets, decision-stage collateral, and a brand style guide, alongside a demand generation engine (SEO strategy, a KOL podcast, webinars, and nurture sequences) designed to build awareness and trust with academic and health institution buyers before sales ever entered the room.
Deliverables
Positioning built from what actually won deals:
- Persona-calibrated positioning drawn from reverse-engineered closed-won deals, used across sales enablement and content marketing
- Competitive comparison collateral built specifically for Dean of Research and academic research personas
- Product marketing collateral for website and sales channel distribution
Awareness built ahead of sales conversations:
- KOL webinars and conference content with trade partners on scaling recruitment and engagement
- Monthly podcast with key opinion leaders in human cohort research
- Social copy and infographics promoting those initiatives
- Nurture email sequences addressing each persona’s objections across the buyer journey
Results
Thanks to my dedication creating strategy and executing content and product marketing initiatives, we saw growth in key areas:
A 400% jump in marketing qualified lead (MQL) generation through Vibrent’s website from 5 to 20 monthly leads YoY.
Initiation and expansion of new relationships with potential clients through the podcast.
A tripling of lead generation through a more consistent, ongoing creation and promotion of webinars.
A decrease in the need for bid defense thanks to the creation of competitive comparison sheets and other decision-stage marketing collateral.
Increased quality of sales leads through ongoing nurture campaigns that addressed typical buyer objections and spoke to specific customer needs.
Summary
By figuring out what actually drove Vibrent’s closed-won deals, I replaced guesswork with a repeatable positioning and demand generation strategy built for how research SaaS is actually bought: across a committee of personas, not a single decision-maker. That strategy turned into a 400% increase in qualified leads, tripled webinar-driven pipeline, and a measurable drop in bid defense, proof that positioning built around how buying committees actually decide converts more efficiently than one built around a single buyer profile.