How LeadMD Doubled Qualified Leads & Opportunities through Predictive Marketing Justin Gray – CEO, LeadMD Jim Walker – VP Marketing, EverString
©2015 EverString
Thank you!
JUSTIN GRAY Founder & CEO @jgraymatter Leadmd.com
JIM WALKER VP of Marketing @jaymce Everstring.com Š2015 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?
©2015 EverString
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.
Š2015 EverString
Solving two problems for B2B marketers
Too few prospects
Too many prospects
How do I get more?
Where do I start?
How do I fill my pipeline with net new high quality leads and accounts?
How do I prioritize my leads and accounts so I can be more efficient?
Š2015 EverString
Predictive starts with Audience Selection
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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
Š2015 EverString
Finding Value in Predictive Marketing
Efficiency
Acceleration
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
Shift programs form TOFU fill to MIFU acceleration
Create additional reporting and metrics around velocity and depth
Develop objective buyer and account personas
Fill top of funnel with net new, high quality accounts and leads
Alignment
Align marketing with sales around accounts
Create efficient ABM strategy to run along side traditional demand generation program
©2015 EverString
Building EverString Account Insights
EverString collects & curates terabytes of information
pixels
traffic
Data Science Machine Learning Natural Language Processing
commercial sources
Artificial Intelligence
20K Insights per Account
ip
EverString Account Insights 11M Accounts
internet crawl
EverString curates data and insights on over 11M accounts worldwide
Basic Insights
Advanced Insights
Predictive Insights
©2015 EverString
EverString integrates with your existing marketing tech stack to build your customer model Decision Platform
Marketing Automation
EverString Account Insights 11M Accounts
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
CRM
Your Data, Your 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
Š2015 EverString
EverString delivers scores, net new accounts and leads to your CRM and marketing automation tools Decision Platform
Marketing Automation
11M Accounts
Push Button Integration Audience Selection
Scores
EverString Account Insights
Net New Prospects
20K Insights per Account
CRM
Your Data, Your Model
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
Š2015 EverString
Full funnel application of predictive technology
EverString Decision Platform
Provides the foundation on which value is provided including:
Only predictive solution to use data to provide value throughout the ENTIRE prospect to customer journey
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Push Button Integration
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Expertise and knowledge of EverString Predictive Labs
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Access to build Target account lists from our master list
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Cloud based big data infrastructure
©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 ©2015 EverString
LeadMD: A leader in digital marketing consulting
Š2015 EverString
What We Know
FIRMOGRAPHIC
BEHAVIORAL
DECONSTRUCTED
What is this?
What is this?
What is this?
Field Based Data
Interactions
“In Head” Data
Latency Issues
Engagement
Subject to Prejudice
Quality Issues
Content Fallacy
Subjective / Biased
©2015 EverString
Three Core Data Sets
Psychological
Demographic
Behavioral
Š2015 EverString
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 Š2015 EverString
THE RESULTS
5X
Opportunity Lift from Better Understanding of Buyers
Š2015 EverString
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.
Š2015 EverString
Company Data
Account level data allows us to define the universe Š2015 EverString
Company Data
Top insights
Account level data allows us to define the universe Š2015 EverString
Š2015 EverString
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 they’ll yield.
©2015 EverString
Meet the buyers
Entrenched Edward
Rising Rita
Tenured Exec with the same lead manager doing the same thing and is bored to death
Young up and comer in a rising institution
Young, aggressive & looking for love
• • •
• • •
• • • •
20% of buyers Most time at position They want something short and impactful High budget control, can be a third party consultant
15% of buyers Least time at position Replacing the old guard's contractual relationships.
Startup Sue
• • •
Aspiring to be the best of the best A bit arrogant, but smart, ultimately an influencer you want on your side
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Poly Pam
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
Extremely knowledgeable who’s personality differs based on her organization • • • • •
©2015 EverString
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
The Role of Content Show how persona’s drive: Ideation Alignment Creation Execution Analytics
©2015 EverString
The Ultimate Content Outcome  Creating a home for your content, driven by best practices based on what your buyers are looking for
Š2015 EverString
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.
©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
Š2015 EverString
Thank you!
JUSTIN GRAY Founder & CEO @jgraymatter Leadmd.com
JIM WALKER VP of Marketing @jaymce Everstring.com Š2015 EverString