How LeadMD Doubled Qualified Leads & Opportunities Using Predictive Marketing

©2015 EverString

How LeadMD Doubled Qualified Leads & Opportunities through Predictive Marketing

Justin Gray – CEO, LeadMDJim Walker – VP Marketing, EverString

©2015 EverString

Thank you!

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JUSTIN GRAYFounder & [email protected]

JIM WALKERVP of Marketing

@jaymceEverstring.com

©2015 EverString3

Why are we here?

1. What is Predictive Analytics?2. How can you benefit from Predictive Marketing?

Define the buyer Understand the actions that lead to purchase/win Replicate: Rinse, repeat

3. What are the simple next steps to get started?

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Predictive analytics encompasses a variety of statistical techniques from

modeling, machine learning, and data mining that analyze current and

historical facts to make predictions about future, or otherwise unknown,

events.

©2015 EverString

Solving two problems for B2B marketers

Too fewprospectsHow do I get more?

How do I fill my pipeline with net new high quality leads and accounts?

Too manyprospectsWhere do I start?

How do I prioritize my leads and accounts so I can be more efficient?

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Predictive starts with Audience Selection

A

A

A

A

A

B

Predictivestarts with

Audience Selection

The process of using data to identify your

target accounts

Model your best customer and derive targets from all

accounts in the world

B

B

CD C CC D C

C C CC D C

CC DD C C

DC D C C D C

D C CC C D

DC DC D C

A A

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Finding Value in Predictive Marketing

Efficiency Use audience segments to

optimize call down programs with SDR or Inside Sales

Use account based audience selection to segment and tier prospects to optimize marketing spend

Develop objective buyer and account personas

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Acceleration

Fill top of funnel with net new, high quality accounts and leads

Shift programs form TOFU fill to MIFU acceleration

Create additional reporting and metrics around velocity and depth

Alignment Align marketing with

sales around accounts

Create efficient ABM strategy to run along side traditional demand generation program

©2015 EverString8

Building EverString Account Insights

EverString curates data and insights on over 11M accounts worldwide

Basic Insights Advanced Insights Predictive Insights

EverString collects & curates terabytes of information

internet

commercial sources

crawl pixelsip traffic Data Science

Machine LearningNatural Language

ProcessingArtificial Intelligence

20K Insights per Account

EverStringAccount Insights

11M Accounts

©2015 EverString9

EverString integrates with your existing marketing tech stack to build your customer model

We create a model using your CRM and Marketing Automation data using closed won and lost information

Model creation is automated in order to protect you from drift & maintain accuracy

MarketingAutomationCRM

Push Button Integration

Decision Platform

Your Data, Your Model

Audience Selection



11M Accounts

With push button integrations, we ingest you marketing

automation and CRM data without need for custom work

or services

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EverString delivers scores, net new accounts and leads to your CRM and marketing automation tools

We apply your model against our data to perform audience selection, scoring for fit, engagement and intent.

We deliver scores and net new accounts and leads to your CRM and Marketing Automation system

MarketingAutomationCRM

Decision Platform

Your Data, Your Model

Audience Selection

Scores Net New Prospects



11M AccountsPush Button Integration

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EverString Decision PlatformProvides the foundation on which value is provided including:• Push Button Integration• Expertise and knowledge of

EverString Predictive Labs• Access to build Target account

lists from our master list• Cloud based big data

infrastructure

Full funnel application of predictive technology

Only predictive solution to use data to provide value

throughout the ENTIRE prospect to customer journey

©2015 EverString

Who is LeadMD?

Top tiered Marketo Preferred Partner

Why we specialize in Marketo

2500 + engagements Early adopters – started out

as a marketing automation agency NOT as a digital marketing agency.

30 + Certified experts

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LeadMD: A leader in digital marketing consulting

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What We Know

FIRMOGRAPHICWhat is this? Field Based Data Latency Issues Quality Issues

BEHAVIORALWhat is this? Interactions Engagement Content Fallacy

DECONSTRUCTEDWhat is this? “In Head” Data Subject to Prejudice Subjective / Biased

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Three Core Data Sets

Psychological

Demographic Behavioral

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THE PROOF

Unlock the hidden dimension of your lead & align your resources for the best experiences.

A = Goes to Sales

B = BDR

C = Off to Marketing

D = Off to Marketing

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THE RESULTS

5X Opportunity Lift from Better Understanding of Buyers

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Key Findings

A purely behavioral model (Lead Scores) predicts only 2% of the variance in amount purchased by buyers (mildly predicts buyer commitment, but not spending)

Adding demographic & psychological data bump lead scoring up to 85%.

This is HUGE.

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Company Data

Account level data allows us to define the universe

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Lead Generation

Total addressable market (TAM) is a term that is typically used to reference the revenue opportunity available for a product or service.

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An Ideal Customer (ICP) Profile is a set of customers that includes: Demographic Geographic Psychographic

characteristics As well as buying

patterns, Creditworthiness Purchase history

A buyer persona (IBD) or an account persona is a detailed profile of your ideal buyers based on market research and real data about your actual clientèle.

The more detailed your personas are, the more results they’ll yield.

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Extremely knowledgeable who’s personality differs based on her organization• 60% of buyers• Guards her “island” and is

most cautious. • Doesn't want a long term

engagement. • Most purchasing authority• Always looking for “gotchas”

so be on your game

Rising RitaEntrenched Edward Startup Sue

Young up and comer in a rising institution• 15% of buyers• Least time at position • Replacing the old guard's

contractual relationships.

• Aspiring to be the best of the best

• A bit arrogant, but smart, ultimately an influencer you want on your side

Tenured Exec with the same lead manager doing the same thing and is bored to death• 20% of buyers• Most time at position • They want something

short and impactful• High budget control, can

be a third party consultant

Young, aggressive & looking for love• 5% of buyers• Most tech literate• Lowest revenue, smallest

firm, influencer level• A marketing unicorn who

does a little bit of everything

• A great partner for a long lasting business relationship

Poly Pam

Meet the buyers

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The Ultimate Content Outcome

Creating a home for your content, driven by best practices based on what your buyers are looking for

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How to get started

Look inside, Define your success what is success for you? For LMD it was opp creation. What is it for you? Opp close? Mql-sql handoff? Retention?

Database doesn’t have to be perfect. More data the better.

Don’t worry about lead scoring first. Uncover true best buyer today.

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©2015 EverString

What are we testing?

What Lead Sources desire different plays? Building ‘Products’ tailored to Personas Aligning sales via Persona Aligning Consultants via personality exam

©2015 EverString

Takeaways

1. Use predictive not just for value in the immediate, but to start a deeper conversation

2. Defining the right buckets creates deeper alignment and instruments efficiency

3. Align your team for account based v traditional demand generation

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©2015 EverString

Thank you!

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JUSTIN GRAYFounder & [email protected]

JIM WALKERVP of Marketing

@jaymceEverstring.com

How LeadMD Doubled Qualified Leads & Opportunities Using Predictive Marketing

Marketing

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