How LeadMD Doubled Qualified Leads and Opportunities with Predictive Marketing

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©2015 EverString How LeadMD Doubled Qualified Leads & Opportunities through Predictive Marketing Justin Gray CEO, LeadMD Jim Walker VP Marketing, EverString

Transcript of How LeadMD Doubled Qualified Leads and Opportunities with Predictive Marketing

©2015 EverString

How LeadMD Doubled Qualified Leads &

Opportunities through Predictive Marketing

Justin Gray – CEO, LeadMD

Jim Walker – VP Marketing, EverString

©2015 EverString

Thank you!

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JUSTIN GRAY

Founder & CEO

@jgraymatter

Leadmd.com

JIM WALKER

VP of Marketing

@jaymce

Everstring.com

©2015 EverString

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.

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Solving two problems for B2B marketers

Too few

prospects

How do I get more?

How do I fill my pipeline with net

new high quality leads and

accounts?

Too many

prospects

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

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A

A

A

A

A

B

Predictivestarts with

Audience

SelectionThe 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

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

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EverString collects & curates

terabytes of information

internet

commercial sources

crawlpixels

ip traffic Data ScienceMachine Learning

Natural Language Processing

Artificial Intelligence20K

Insig

hts

pe

r Acco

un

t

EverString

Account Insights11M Accounts

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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

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Marketing

Automation

CRM

Push Button Integration

Decision Platform

Your Data,

Your Model

Audience Selection

20K

Insig

hts

pe

r Acco

un

t

EverString

Account Insights11M Accounts

With push button integrations, we

ingest you marketing automation

and CRM data without need for

custom work or services

©2015 EverString

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

We deliver scores and net

new accounts and leads

to your CRM and

Marketing Automation

system

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Marketing

Automation

CRM

Decision Platform

Your Data,

Your Model

Audience Selection

ScoresNet New

Prospects

20K

Insig

hts

pe

r Acco

un

t

EverString

Account Insights11M Accounts

Push 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

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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

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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Company Data

Account level data allows us to define the universe

Top insights

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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 Role of Content

Show how persona’s 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 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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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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©2015 EverString

Thank you!

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JUSTIN GRAY

Founder & CEO

@jgraymatter

Leadmd.com

JIM WALKER

VP of Marketing

@jaymce

Everstring.com