e123

e123 sells Abacus, a distribution management platform, to health plans, carriers and FMOs. Deals come from conferences, partnerships and direct outreach. Our job is to generate demand, improve the position online, and arm our go-to-market team with everything they need to close the deal.

The situation

The research phase nobody was managing.

e123 had a sales motion that worked. Enterprise deals were sourced by the people who should source them: sales leadership, partnerships, conference floors. What those deals ran into was a research phase nobody owned.

A VP at a regional health plan meets e123 at a conference. Two weeks later, three people on her team go looking. What they find has to do the work she cannot be there to do: answer their questions, show up in search, match what she pitched internally, and exist in a form an AI assistant can repeat back.

That stretch of the deal does not show up in a lead report. It shows up in whether the deal closes.

What we do

Six things, and the order matters.

The mandate, and the thing everything else serves.

We produce the collateral that travels with a deal: the Abacus platform cut sheet, the Agent Portal flyer, a first-touch outreach deck for the FMO segment. Each piece is built in the client’s design language, not ours, so a rep can drop it into a deal without explaining where it came from.

Inbound responses route to sales as tasks, not as scored leads. That was deliberate. In an enterprise motion the rep already knows the account, so a score adds a step without adding information.

Executive-level writing under named bylines: the president, product leadership, sales leadership. CFO-facing pieces on commission leakage and administrative cost. Operator-level pieces on hierarchy management, onboarding and compliance.

The tone is operator to operator. e123 speaks with health plan executives rather than at them, and positions itself as a partner to high performers rather than a fix for a broken department. No doom framing, ever. The buyer already knows what is wrong with their stack.

Every draft ships with its own SEO metadata, internal link map and publishing spec, so it moves from doc to live page without a second round of work.

Search work here has one job: be the thing that confirms the pitch.

We rebuilt the site’s heading structure site-wide so pages are machine-readable. We built FAQ and definitional content specifically for LLM retrieval, because when a prospect asks an AI assistant what a distribution management platform is, or who builds one for health plans, that answer has to exist in a form a model can lift. We mapped internal cross-linking so the platform pages accumulate authority instead of sitting as orphans.

We also split brand from non-brand search reporting, because those are two different questions. Brand search tells you whether the sales motion is creating demand. Non-brand tells you whether the content is.

One channel, run properly: LinkedIn.

Every article becomes social. A single published piece yields multiple posts across weeks: a stat, a contrarian line, a definition, a customer problem. More than 35 posts have come out of published articles so far. Posts run from the company page with a leadership reshare and comment, which outperforms a direct executive byline and does not burn executive posting capital.

Google Ads at e123 is additive to organic. It is not solely a conversion channel. Success is share of voice: impression share, absolute top impression share, click share on the terms that matter.

The first move was tightening the audience. Health plan distribution is a narrow buying market, and broad agency-management terms pull in adjacent software shoppers. We rebuilt the keyword structure and negative lists so spend concentrates on the terms that describe the actual buyer.

The second was measurement. We found attribution gaps between the ad platform and analytics and plugged them, so paid and email get credit for the traffic they actually drive.

Six slides, monthly. Win, watch, next.

Not a dashboard. A point of view: what happened, what it drove, what changes next month. Built from GA4, Search Console, Google Ads, HubSpot and LinkedIn, reconciled by hand because the platforms disagree with each other.

The reporting is also where we catch things worth fixing: attribution gaps, gated assets that would do more work open, resource pages worth putting back into circulation. A report that only confirms what you hoped is not worth building.

Outcomes

What it produced.

• Found attribution gaps in reporting and plugged them, so paid and email get credit for the traffic they actually drive.
• Rebuilt paid search targeting around health plan distribution buyers rather than adjacent software shoppers.
• Established sales enablement as marketing’s mandate, with collateral built to travel inside live enterprise deals.