Availity: Shifting From A Single Product To A Portfolio Of Offerings

Many emerging companies see initial success with a new product offering but struggle when that product becomes a portfolio of offerings targeting multiple segments. When this occurs, it is critical for marketing to partner with sales, set a clear strategy, and test new approaches to determine which products will be most effective moving forward. By focusing on specific audiences with unique messages, smaller marketing teams can create better-quality leads for sales. In this case study, we explain how Availity made this shift while implementing a new revenue engine strategy, targeting specific audiences to drive demand, and increasing sales and marketing effectiveness.