MedTech
6 months
In six months, Digital Trax increased AcuityMD’s paid-sourced sales-qualified leads and demos by 20%, at $81 per demo, by building a LinkedIn and Meta program around one clear demo offer and aiming it at the buyer who closed: the MedTech CEO.
At a glance
| Client | AcuityMD |
|---|---|
| Industry | MedTech commercial intelligence software (B2B SaaS) |
| Buyers targeted | MedTech CEOs and founders, VPs of Sales, commercial and marketing leaders, enterprise device manufacturers |
| Channels | LinkedIn Ads, Meta Ads |
| Also supported | HubSpot nurture workflows, event demand gen (AAOS, Flywheel) |
| Goal | More qualified demos for AcuityMD’s sales team |
What problem did AcuityMD need to solve?
AcuityMD sells a commercial intelligence platform to medical device companies and is used by more than 500 MedTech customers. Its buyers are a small, specialized audience: device company CEOs, sales leaders and commercial teams. Generic B2B targeting reaches too few of them, and the ones it reaches are slow to commit to a demo.
Three issues stood in the way:
Top-funnel volume that did not reach sales.
A gated playbook, “Four Pillars of a Successful MedTech Launch,” generated a steady stream of leads, but every lead got the same email follow-up regardless of role, and few moved on to a demo.
Offers that were hard to read.
Some demo-stage ads carried a strong brand message but left the reader unsure what they would receive. One generated leads at about $215 each, and those leads rarely booked a meeting.
Enterprise accounts that saw ads and did not act.
An enterprise webinar campaign reached 24,000+ impressions with a 0.34% click-through rate and a cost per lead above $300.
What did Digital Trax change?
Built the funnel around one concrete offer.
The demo offer that worked was explicit: a stack-ranked list of target accounts for the prospect’s sales team to pursue. Digital Trax made it the center of bottom-funnel spend, retargeted every engager (ad clicks, form fills, email opens) with it, and brought it to the AAOS conference booth to drive in-person demos.
Followed closed-won data to the right buyer.
HubSpot analysis showed that AcuityMD’s directly attributable closed-won deals shared two traits: the original converter was a CEO, and they converted on the stack-ranked list offer. Digital Trax split out campaigns targeting CEOs and presidents directly with revenue-focused messaging, which produced CEO and president leads at $81 each, while sales-leader campaigns tested peer learning and playbook angles.
Ran account-based campaigns against AcuityMD’s target list.
Digital Trax synced AcuityMD’s strategic account list into LinkedIn and Meta, served CEO thought leadership to those accounts first, then retargeted engaged accounts with testimonials, product proof and peer case studies. Account-level engagement data went back to sales so reps could prioritize warm accounts.
Used the CEO’s voice.
AcuityMD’s CEO is well known in MedTech. Digital Trax turned his posts and video into Thought Leader Ads for top-funnel reach and retargeting.
Segmented follow-up by persona.
Founders and CEOs got a different email track than sales and marketing leaders, each built around that persona’s reason to book a demo. Leads were scored by title and company stage so the right rep received them.
Filled events with the right attendees.
For AAOS and AcuityMD’s Flywheel customer summit, Digital Trax targeted attendee and account lists on LinkedIn and Meta, ran separate creative for sales leaders (peer tactics, marquee speakers) and CEOs (revenue outcomes), and retargeted page visitors before registration closed.
Tested, measured and cut.
Not every test worked. Splitting the demo offer into separate startup and enterprise audiences raised CPMs and cut demo volume, so Digital Trax reverted to a broader audience and rotated fresh creative. Sponsored Messaging ads produced a single lead in testing and were cut.
What were the results?
| Metric | Result | Period |
|---|---|---|
| Paid-sourced sales-qualified leads | Up 20% | 6 months |
| Demos booked from paid media | Up 20% | 6 months |
| Cost per demo | $81 | 6 months |
What did AcuityMD say?
“DigitalTrax has been a strong strategic partner as we scaled our demand generation efforts. Their responsiveness and deep expertise in niche markets helped us build a high-quality pipeline and uncover new growth opportunities.”
Brittany Macaulay, Head of Marketing, AcuityMD
What can other MedTech and HealthTech marketers take from this?
Make the offer concrete.
“A stack-ranked list of your best target accounts” beat clever creative because the prospect knew exactly what they would get, and that clarity carried through to the sales call.
Let closed-won data pick your audience.
CEOs, not sales leaders, were the buyers who closed. Campaigns built for them outperformed campaigns built for the larger audience.
Pair ABM ads with a sales handoff.
Account engagement data only helps if reps see it. Send it to them weekly.
Test fast, cut faster.
Formats and segments that looked logical on paper (Sponsored Messaging, startup vs. enterprise splits) did not hold up, and budget moved within weeks.
AcuityMD Case Study FAQs
What results did Digital Trax deliver for AcuityMD?
In six months, Digital Trax increased AcuityMD’s paid-sourced SQLs and demos by 20%, at $81 per demo, by centering paid media on a stack-ranked target account offer and targeting MedTech CEOs, the buyers HubSpot data showed were closing.
Which ad channels did Digital Trax run for AcuityMD?
LinkedIn Ads carried most of the program, including Sponsored Content, Thought Leader Ads, Conversation Ads and account-based targeting. Meta Ads ran retargeting and account list campaigns.
How do you run account-based marketing for a MedTech software company?
Sync the target account list into LinkedIn and Meta, reach those accounts first with executive thought leadership, retarget engaged accounts with customer proof and a clear demo offer, and send account engagement data to sales each week so reps follow up while interest is high.
Who should a MedTech SaaS company target with LinkedIn Ads?
Start with the titles in your closed-won data. For AcuityMD, directly attributable deals came from CEOs who converted on a concrete demo offer, so CEO-specific campaigns with revenue-focused messaging were split out from sales-leader campaigns.
What makes a B2B demo offer convert on LinkedIn?
Clarity. The offer and the deliverable should be obvious from the image and first line of copy. AcuityMD’s best performer promised a stack-ranked list of target accounts; a vaguer 5-minute challenge offer generated leads that rarely booked meetings.
Selling to a niche B2B audience on LinkedIn?
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