How LeadMD Doubled Qualified Leads & Opportunities through Predictive

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How LeadMD Doubled Qualified Leads & Opportunities Using Predictive Marketing https://goo.gl/EiYwVf

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How LeadMD Doubled Qualified Leads & Opportunities through Predictive Marketing:

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

Thank you!:

Thank you! 2 JUSTIN GRAY Founder & CEO @ jgraymatter Leadmd.com JIM WALKER VP of Marketing @ jaymce Everstring.com

Why are we here?:

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? 3

Slide4:

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.

Solving two problems for B2B marketers:

Solving two problems for B2B marketers Too few prospects H ow 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?

Predictive starts with Audience Selection:

Predictive starts with Audience Selection 6 A A A A A B Predictive starts 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 C D C C C D C C C C C D C C C D D C C D C D C C D C D C C C C D D C D C D C A A

Finding Value in Predictive Marketing:

Finding Value in P redictive 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 7 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

Building EverString Account Insights:

Building EverString Account Insights EverString curates data and insights on over 11M accounts worldwide Basic Insights Advanced Insights Predictive Insights 8 EverString collects & curates terabytes of information internet commercial sources crawl pixels ip traffic Data Science Machine Learning Natural Language Processing Artificial Intelligence 20K Insights per Account EverString Account Insights 11M Accounts

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

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

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

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 10 Marketing Automation CRM Decision Platform Your Data , Your Model Audience Selection Scores Net New Prospects 20K Insights per Account EverString Account Insights 11M Accounts Push Button Integration

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 Full funnel application of predictive technology 11 Only predictive solution to use data to provide value throughout the ENTIRE prospect to customer journey

Who is LeadMD?:

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

LeadMD: A leader in digital marketing consulting:

LeadMD: A leader in digital marketing consulting

What We Know:

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

Three Core Data Sets:

Three Core Data Sets Psychological Demographic Behavioral

THE PROOF:

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

THE RESULTS:

THE RESULTS 5X Opportunity Lift from Better Understanding of Buyers

Key Findings:

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.

Company Data:

Company Data Account level data allows us to define the universe

Company Data:

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

Lead Generation:

Lead Generation Total addressable market (TAM)  is a term that is typically used to reference the revenue opportunity available for a product or service. 22 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.

Meet the buyers:

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 Rita Entrenched 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

The Role of Content:

The Role of Content Show how persona’s drive: Ideation Alignment Creation Execution Analytics

The Ultimate Content Outcome:

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

How to get started:

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. 26

What are we testing?:

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

Takeaways:

Takeaways Use predictive not just for value in the immediate, but to start a deeper conversation Defining the right buckets creates deeper alignment and instruments efficiency Align your team for account based v traditional demand generation 28

Thank you!:

Thank you! 29 JUSTIN GRAY Founder & CEO @ jgraymatter Leadmd.com JIM WALKER VP of Marketing @ jaymce Everstring.com

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