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Case studyAI healthcareEnterprise B2BSeven months

USD 1.02M ARR closed in seven months from LinkedIn and email

An AI company selling to health systems, with strong search and product-led growth but no direct channel to the buyer. Codax built LinkedIn and email into two revenue engines, starting with the people already using the product.

USD 1.02M

ARR closed in seven months

USD 250K

Average contract value

USD 7M

Qualified pipeline created

74 / 28

Accounts engaged / qualified

At a glance

Two channels that had produced nothing closed USD 1.02M in ARR

The situation

An AI company selling USD 250K contracts to health systems. Strong search and product-led growth. No outbound, no LinkedIn or email programme and no account list.

The approach

Product users inside target health systems reached first on LinkedIn, then the buying committee by email. Webinars, executive content and ads built around it, every element tested first.

The impact

USD 1.02M ARR closed by month seven. USD 7M qualified pipeline, USD 5M from outbound and USD 2M from inbound. 74 accounts engaged, 28 qualified.

01 The situation

A high-value sale with no direct channel to the buyer

Search and product-led growth were working, and both were indirect. The company waited to be found.

Exhibit 1. The client at the start

BusinessAI platform for clinical and operational workflows in health systems. Annual or multi-year contracts.
Contract valueAverage of USD 250K, with procurement, security and clinical review on every deal.
BuyersA committee: the CIO, the chief medical information officer and the executive who owns the outcome.
What workedStrong search and AI visibility. Product-led growth bringing individual users in.
LinkedIn and emailUnused. No sequences, no account list, no executive presence, no newsletter, no webinars.
Revenue from those channelsNone.

Source: Codax assessment, month one

Exhibit 2. Two channels were missing, and everything that would run through them

GapWhat we foundEffect
OutboundNo sequences, no sending domains, no verified listThe company never started a conversation
Account listNo researched list of health systems by size and fitNo way to work the market deliberately
LinkedIn presenceExecutive profiles dormantBuyers checking the company found no point of view
Content for the committeeProduct content onlyNothing to send a buyer between meetings
Email and eventsNo newsletter, no nurture, no webinarsUsers and past prospects never heard from the company

Source: Codax assessment, month one

The brief from leadership

Build LinkedIn and email into working revenue channels, measured on qualified enterprise pipeline and closed ARR. Do not touch what already works.

0

Revenue from LinkedIn and email at the start

USD 250K

Average contract value

02 The approach

One team covered both engines, and the client hired no one

Four roles the client did not have to hire, one engagement, and about USD 2.47K a month in email and LinkedIn tooling.

The Codax team, under one accountable lead

  • Growth leadOwns pipeline and ARR, runs the pipeline review, moves budget
  • Outbound leadAccount list, committee maps, email and LinkedIn sequences, reply routing
  • Content leadExecutive voice, newsletter, webinar programme
  • Paid and designLinkedIn ads, retargeting, creative, landing pages
  • Marketing operationsCRM, routing, tracking, dashboard

Exhibit 3. Assess, Fix and Build were done in two months

M1M2M3M4M5M6M7
1 Assess
2 Fix
3 Build
4 Test
5 Scale

Site, brand and search were already strong, so both engines scaled from month three.

03 The strategy

Users first, then the decision makers

Product-led growth was already working one user at a time. The plan was to aim it. Pick the health systems worth winning, reach every user inside them, then reach the committee with that adoption behind the conversation.

01

Users first

Every product user inside a target account reached on LinkedIn. Five active users before any executive outreach.

02

Then the decision makers

The CIO, CMIO and operations executive at the same accounts, by email, pointing to adoption inside their own organisation.

03

Content for the practitioner

Webinars for the users, on how their role is changing.

04

Signups routed to their account

Every new signup matched to its health system and, where it fit, fed into the same motion.

Why it worked

Users were easy to reach and already convinced. The committee was hard to reach and not. Working both gave the company trust inside the organisation, and accounts closed faster. It started as a test and is now the standard for every account, with an in-house team for user enablement.

5+

Users engaged in every account closed

2x

Reply rate with a user track

04 The work

What was done, phase by phase

With a strong foundation already in place, the phases compressed. These are the decisions and results that mattered.

1

Assess and Fix

Month 1

The assessment ran through month one with the foundation built alongside it, so outbound could start at the beginning of month two.

Four findings set the plan

01

Adoption signal was unused

Dozens of target accounts had product users and no enterprise conversation. They went to the top of the list.

02

The CMIO opened the door

The clinical informatics lead was most likely to respond first, so sequences were written to that role.

03

Search authority was content

The company already ranked for the problem. That material became the webinar topics.

04

The foundation took weeks

Domains, CRM, list and profiles were done inside month one.

Sending infrastructure

Secondary domains and four weeks of warming.

Account list

Health systems profiled, tiered and signed off by sales.

CRM and routing

Stages, definitions and one source for pipeline and ARR.

Executive profiles

CEO and clinical lead profiles rewritten to the buyer's problem.

Messaging

One story for the committee, adapted per role.

Collateral

One-pagers, an outcomes brief and a procurement summary.

2

Build

Months 1 to 2

Two engines against one account list. Outbound reached the account. Inbound kept the committee close.

Email sequences

Written per role, carrying a customer outcome, sent under the CEO's name.

LinkedIn sequences

From the CEO's profile, timed against the email.

Adoption-led outreach

Accounts with active users worked first, pointing to usage inside their own organisation.

Reply routing

A positive reply reaches sales the same day with the full account history.

Webinar series

Monthly from month two, with a health system speaker.

Executive content and ads

Weekly CEO and clinical lead posts, and retargeting on everyone who engaged.

Result: the first enterprise conversation from outbound in month two, and the first ARR from outbound in month four.

3

Test

Months 2 to 3

Each element was introduced as a controlled test of four to six weeks, against the same account list. Budget followed the result.

What was testedThe testResult and decision
PersonaCIO, CMIO and operations executive, same offerCMIO threads booked 2.1 times more meetings. CMIO first
OfferOutcomes brief against ROI modelOutcomes brief won. ROI model kept for procurement
SenderCEO against SDRCEO-signed drew three times the replies
Webinar formatHealth system speaker against company soloCustomer-led drew 2.6 times the registrations
Ad audienceRetargeting against cold titlesRetargeting booked meetings at a quarter of the cost
User trackCommittee only against committee plus usersTwice the reply rate, faster closes. Adopted for every account

One webinar, six weeks

A health system speaker beside the clinical lead. Product users invited on LinkedIn, the committee by email, ads to CMIO and CIO titles, and every registrant followed up by the CEO.

164

Registrants, 72% from target accounts

34

Discovery calls

USD 1.6M

Qualified pipeline

5

Webinar sessions

618

Registrants, 71% matching the ICP

43%

Live attendance

USD 1.1M

Pipeline from webinars, of USD 2M inbound

4

Scale

Months 3 to 7

From month three, budget and volume moved to what had converted. Every decision traced back to a test.

DecisionWhat changedBased on
Lead with the CMIOAll first-touch sequences and ads to clinical informatics, CIO and operations secondPersona test
A user track for every accountUsers by LinkedIn and the committee by email, with an in-house enablement teamUser track test
CEO as the senderEvery sequence, invitation and ad under the CEO's nameSender test
Customer-led webinarsEvery session with a health system speakerWebinar format test
Retargeting firstPaid budget on retargeting and the named listAd audience test

05 The impact

USD 1.02M ARR closed in seven months, on USD 7M of qualified pipeline

Exhibit 4. ARR closed from LinkedIn and email, cumulative, USD

187K
Month 4
412K
Month 5
574K
Month 6
1.02M
Month 7

Source: CRM, as reported with the client's CRO

USD 5M

Qualified pipeline, outbound

USD 2M

Qualified pipeline, inbound

61 days

First touch to first meeting, median

0

Hires added to run the two engines

Exhibit 5. 74 health systems engaged, 28 in qualified pipeline

Researched

Health systems

Profiled against the ICP, then narrowed to the working list.

74

Deeply engaged

Several interactions across channels and a meeting with a committee member.

28

Qualified opportunity

Scoped need, named budget owner and a next step in the CRM.

Exhibit 6. The audience built on LinkedIn and email belongs to the client

MeasureStartMonth 7Change
CEO profile followers3,1008,900+187%
Clinical lead followers1,4004,300+207%
Company page followers6,40011,200+75%
Newsletter subscribers02,340Launched month three
Webinar registrants0618Five sessions
Warm retargeting audience04,700Everyone who engaged

Source: LinkedIn, newsletter and webinar platform data

Exhibit 7. Results arrived in the order the method predicts

  1. Month 1Assessment complete. Account list agreed. Domains warmed. Profiles, CRM and collateral in place.
  2. Month 2Sequences live under the CEO's name. First webinar. First enterprise conversation from outbound.
  3. Month 3Tests concluded. CMIO first, user track and CEO as sender adopted. Newsletter launched.
  4. Month 4First ARR from outbound. Qualified pipeline USD 2.3M.
  5. Month 5ARR closed USD 412K. Qualified pipeline USD 3.8M.
  6. Month 6ARR closed USD 574K. Qualified pipeline USD 5.1M.
  7. Month 7USD 1.02M ARR closed. USD 7M qualified pipeline, USD 5M outbound and USD 2M inbound.

Client perspective

“Selling to health systems is naturally hard. Codax's strategy reinvented how we looked at growth. Enterprise accounts took far longer for us to close before, and our product-led motion was underused. Codax combined the two into a strategy that was the best fit for us.”
Chief Executive OfficerAI healthcare company

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