Graphnet case study: 43% conversion from account-based marketing
durhamlane’s account-based sales and marketing campaign engaged all 14 of Graphnet’s target NHS organisations in three months, converting 43% into sales-qualified leads. Six opportunities entered the pipeline or tender process, with fresh market intelligence gathered from every single target account.
Graphnet is the market leader in integrated care record and population health solutions for Integrated Care Systems.
In mid-2020, NHS Chief Executive Sir Simon Stevens wrote to NHS leaders specifying the need to have version 1 of a shared care solution in place by September 2021.
For Graphnet — already a leader in fully integrated care software — the letter started a race. Every Sustainability and Transformation Partnership (STP) and Integrated Care System (ICS) now had a deadline, and competitors would be targeting the same buyers. Graphnet engaged durhamlane to generate opportunities and market intelligence across a defined target group of net-new STPs and ICSs.
Account-based marketing flips the traditional funnel: instead of casting a wide net, you pick the specific organisations you need to win and run coordinated sales and marketing campaigns into each one. With only 14 target accounts and a hard deadline, it was the only sensible approach.
Over a three-month period, durhamlane used a blend of sales and marketing techniques to identify and connect with decision makers, building a web of influence within each STP and ICS, and across the associated Clinical Commissioning Groups (CCGs) and Trusts that shape their buying decisions.
Out of 14 target organisations, we connected with and generated insight from all 14. Six converted into sales-qualified leads, progressing through Graphnet’s sales pipeline or in the tender process.
“The partnership with durhamlane has achieved exactly what I wanted it to and more.”
James Ormonde
Director of Business Development, Graphnet
“We know a lot more than we did before we engaged with durhamlane. The insight from the team alongside strong opportunity creation has been excellent.”
Mary Jones
Head of Marketing, Graphnet
The outcome: 6 qualified opportunities from 14 target accounts
14
target accounts
6
sales-qualified opportunities
43%
conversion rate
In three months, durhamlane’s account-based strategy converted 43% of Graphnet’s target list into sales-qualified leads, with market intelligence flowing back from every account, including the eight that didn’t convert yet. In a market where every buyer faced the same September 2021 deadline, knowing exactly where each account stood was worth nearly as much as the pipeline itself.
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