LeadMD Doubled Qualified Leads & Opportunities Using Predictive Marketing

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How LeadMD Doubled Qualified Leads
Opportunities through Predictive Marketing

• Justin Gray CEO, LeadMD
• Jim Walker VP Marketing, EverString

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Thank you!
JUSTIN GRAY Founder CEO _at_jgraymatter Leadmd.com
JIM WALKER VP of Marketing _at_jaymce Everstring.com
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Why are we here?

• What is Predictive Analytics?
• How can you benefit from Predictive Marketing?
• Define the buyer
• Understand the actions that lead to purchase/win
• Replicate Rinse, repeat
• 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.
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Solving two problems for B2B marketers

• Too fewprospects
• How do I get more?
• How do I fill my pipeline with net new high
  quality leads and accounts?

• Too manyprospects
• Where 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
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
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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

• 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

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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
EverStringAccount Insights 11M Accounts
internet
Data Science Machine Learning Natural Language
Processing Artificial Intelligence
20K Insights per Account
commercial sources
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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

EverStringAccount Insights 11M Accounts
Your Data, Your Model
MarketingAutomation CRM
Push Button Integration
Audience Selection
With push button integrations, we ingest you
marketing automation and CRM data without need
for custom work or services
20K Insights per Account
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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

EverStringAccount Insights 11M Accounts
Your Data, Your Model
MarketingAutomation CRM
Push Button Integration
Audience Selection
20K Insights per Account
Scores
Net New Prospects
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Full funnel application of predictive technology

• EverString Decision Platform
• Provides 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

Only predictive solution to use data to provide
value throughout the ENTIRE prospect to customer
journey
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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

• FIRMOGRAPHIC
• What is this?
• Field Based Data
• Latency Issues
• Quality Issues

• BEHAVIORAL
• What is this?
• Interactions
• Engagement
• Content Fallacy

• DECONSTRUCTED
• What is this?
• In Head Data
• Subject to Prejudice
• Subjective / Biased

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Three Core Data Sets
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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

• Adding demographic psychological data bump lead
  scoring up to 85.
• This is HUGE.

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

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Company Data

• Account level data allows us to define the
  universe

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Company Data
Top insights

• 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.

• 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 theyll yield.

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Meet the buyers
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The Role of Content

• Show how personas drive
• Ideation
• Alignment
• Creation
• Execution
• Analytics

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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 doesnt have to be perfect. More data
  the better.
• Dont worry about lead scoring first. Uncover
  true best buyer today.

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What are we testing?

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

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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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Thank you!
JUSTIN GRAY Founder CEO _at_jgraymatter Leadmd.com
JIM WALKER VP of Marketing _at_jaymce Everstring.com