Meeting rural hospital buyers where they actually were

Where things stood

Azalea Health provides EHR, revenue cycle, and telehealth software to rural hospitals — buyers who research carefully and don't hand over their contact information casually. Demo requests were the bottleneck for everything downstream.

What we changed

• We rebuilt the demo funnel on evidence. Landing page redesigns driven by session recordings and behavioral data grew MQL demo completions 255%.
• We met buyers mid-research. A conversational chatbot answered questions the way a good booth conversation does — and converted those conversations into $1M of new pipeline.
• We did the patient SEO work. Technical audits and a steadier content strategy grew Page 1 Google keywords from 71 to 233.
• We rebuilt the foundation. I led the Pardot-to-HubSpot migration — the CRM and automation backbone everything else ran on.

How it turned out

A demo pipeline that no longer depended on cautious buyers volunteering to fill out forms — and a marketing stack the team could actually run without me standing next to it.