LeadMD Doubled Qualified Leads & Opportunities Using Predictive Marketing - PowerPoint PPT Presentation

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LeadMD Doubled Qualified Leads & Opportunities Using Predictive Marketing

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Title: LeadMD Doubled Qualified Leads & Opportunities Using Predictive Marketing


1
How LeadMD Doubled Qualified Leads
Opportunities through Predictive Marketing
  • Justin Gray CEO, LeadMD
  • Jim Walker VP Marketing, EverString

2
Thank you!
JUSTIN GRAY Founder CEO _at_jgraymatter Leadmd.com
JIM WALKER VP of Marketing _at_jaymce Everstring.com
3
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?

4
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.
5
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?

6
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
7
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

8
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
9
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
10
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
11
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
12
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

13
LeadMD A leader in digital marketing consulting
14
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

15
Three Core Data Sets
16
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
17
THE RESULTS
  • 5X
  • Opportunity Lift from Better Understanding of
    Buyers

18
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)

19
Company Data
  • Account level data allows us to define the
    universe

20
Company Data
Top insights
  • Account level data allows us to define the
    universe

21
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22
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.

23
Meet the buyers
24
The Role of Content
  • Show how personas drive
  • Ideation
  • Alignment
  • Creation
  • Execution
  • Analytics

25
The Ultimate Content Outcome
  • Creating a home for your content, driven by best
    practices based on what your buyers are looking
    for

26
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.

27
What are we testing?
  • What Lead Sources desire different plays?
  • Building Products tailored to Personas
  • Aligning sales via Persona
  • Aligning Consultants via personality exam

28
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

29
Thank you!
JUSTIN GRAY Founder CEO _at_jgraymatter Leadmd.com
JIM WALKER VP of Marketing _at_jaymce Everstring.com
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