Engagement Highlights

– Verana Health shifted from broad data-led messaging to a buyer-centric approach.

– The team tailored stories and content by role, use case, and buyer goal.

– Sales and marketing alignment made real-world data more relevant to business decisions.

The Opportunity

Verana Health needed to help life sciences buyers turn complex real-world data into clear, actionable business value. Generic messaging overwhelmed buyers and failed to connect data products to the distinct outcomes sought by clinical, medical, and commercial teams.

Its buyers had very different priorities, from patient recruitment and site optimization to real-world evidence and market insight. Yet broad, undifferentiated messaging treated them the same and reduced engagement across important use cases. Verana needed a more precise way to frame its value, one that linked curated insights to specific business goals and helped buyers see how data could support better decisions in their own function.

The Solution

Verana Health built a buyer-centric marketing and sales approach around role-specific value.

– Defined ICPs and segmented buyers by role and business goal.

– Created personalized stories and content for each stage of engagement.

– Used lead scoring to identify engaged, in-market accounts earlier.

– Trained sales teams on discovery, qualification, and account-based selling.

The Results

– 60% of SQLs came from self-qualified website prospects.

– 50% growth helped Verana reach just under $20M revenue.

– 1 aligned buyer-centric approach improved both SQL volume and quality.