Cracking the Code:

Marketing – The Missing Piece for Scalable Growth  

Forcura, a leader in healthcare technology, has always had a strong team that excelled at penetrating smaller organizations. But with a desire to move upstream in a scalable, repeatable way, the company knew it needed to shift tactics to drive momentum in the enterprise space.

Enter Megan Murray, Forcura’s VP of Marketing, and a partnership with DemandScience (then Terminus). In 2022, the team began building a fully integrated, marketing-driven engine. They used DemandScience not only to drive awareness, but to continuously refine their targeting throughout the entire sales cycle—from initial touchpoints to nurturing existing relationships.  

Early Success

Forcura’s marketing team didn’t just run ads—they ran campaigns with purpose. Targeted advertising campaigns supported the sales team by reaching the right people at the right time. Still, marketing wanted a closer connection to sales for maximum impact. The key was to pick a sales agent to champion marketing’s strategic campaigns, use this person as an internal success story – and create a bit of FOMO with their sales peers! It worked. In 2024, marketing was responsible for creating 48% of pipeline, influencing 80% of open pipe and 75% of closed won deals.   

“Marketing has been instrumental in helping our teams interact more strategically with our customers and prospects. When we needed help with key accounts, marketing was always part of that conversation. This has helped us become a growth and retention engine at Forcura.”

Annie Erstling

Chief Operations Officer, Forcura

Future Proofing 

In late 2024, despite sitting at an impressive 141% of their SQL goal, the team was 150 MQLs short of their 2024 target and concerned about their 2025 start. So, they worked with DemandScience to layer content syndication into their early-stage channel mix, launching a two-touch content campaign with highly targeted reports and case studies to gain more leverage from previously developed thought-leadership assets.  

DemandScience took the time to truly understand Forcura’s custom scoring system so what ultimately was sent through met their parameters. Within just two weeks DemandScience had delivered 215 new MQLs, finishing the year off nicely.   

The Results: Record-Breaking Growth and Pipeline Acceleration

It’s not easy embracing data-driven, account-based marketing but they did it. Marketing became a crucial partner in driving pipeline acceleration, aligning perfectly with sales and customer success teams to create sustainable, long-term growth.

Real Impact 

In fact, despite their best efforts the sales team struggled for years to break into one major account, but marketing was able to target and engage the account in an ABM campaign, ultimately opening up pipeline.   

“We always found it difficult to get past one point of contact and with ABM, we effectively put our messaging in front of decision makers where we were previously blocked. This resulted in building pipeline and generating new business when we could never previously reach anyone past the gatekeeper.”  – Kelly Lesher, Account Executive  

And the impact didn’t stop with new customers. The marketing team worked hand-in-hand with sales and CS, ensuring existing clients were always engaged and that Forcura’s value proposition continued to resonate.   

“Targeted advertising has become a game-changer we can pull into campaigns whenever we need pipeline acceleration.”

Megan Murray

VP of Marketing, Forcura

Key Takeaways  

• Integrated Sales and Marketing: When sales and marketing teams align, the results speak for themselves. Forcura’s success proves that working together creates lasting momentum.
• Targeted Campaigns at Scale: Using data-driven targeting to identify key accounts and decision-makers throughout the buying journey leads to higher conversion rates and faster pipeline growth.
• Continuous Optimization: Always refine your approach. By staying agile and responsive, Forcura was able to not just meet, but exceed, their MQL and pipeline targets.   

Forcura’s story isn’t just one of growth—it’s a blueprint for how modern marketing can be the engine that drives business success. With a 45% MQL-to-SQL conversion rate, an accelerated pipeline, and internal teams collaborating seamlessly, their journey proves that with the right strategy, the right partnerships, and a little internal FOMO, marketing can drive the entire engine of growth.