Using Marketing Automation to Generate and Nurture Leads Presented by Justin Gray, @jgraymatter Founder and CEO, LeadMD Leadmd.com | @myleadmd | Go@leadmd.com
Marketing is based on assumption Traditional approach doesn’t work anymore Campaigning = Glorified Experiment Success = Lead Generated
But that’s just plain wrong After 2,600 Marketo engagements and discussions with thousands of digital marketing practitioners, VPs and CMOs, we’ve seen that equation is wrong for two reasons...
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Marketers are being asked to do more with less There’s an assumption that after spending money on software, it should be able to do everything. That’s a big chunk of budget, and marketers will have to be more agile and produce more. The old format of campaigning leads to a ton of waste.
2
All leads are not created equal. You can’t use the same metrics for everybody You must track leads all the way through the funnel to determine true success
The waiting game tick tock tick tock… You can’t afford to wait and see the ultimate success of your campaign
Marketing Automation
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Who & When Unlock the potential in your CURRENT lead base
Big Brother is Marketo… it sees it all Capture data and track it all It sees all of YOUR daily interactions (calls, meetings, opportunities, won deals) Keeps tabs on your LEADS interactions Predictive scoring plays a part here, too.
Cloning isn’t just for sheep How to clone your best buyers (and your interactions with them)
The missing ingredient, the data in your head. You’ve got demographic and behavioral data but that data is superficial. You don’t have the most important ingredient: the experience you've had with this buyer.
Here’s how we accomplished that… •
Activity MUST be in the system.
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Post sales survey
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Customer Survey
Now you have the ingredients, you just need the right recipe Define your universe - who’s the best people to talk to Put everything in your database
It’s not about predicating the best buyer it’s about predicting the best INTERACTIONS with that buyer
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We’ve got all the information we need, now it’s time to build trust. This boils down to two simple questions: 1. Are we answering the questions that buyers are asking? 2. Do they trust we are accurate?
The 80/20 rule Apply what we’ve learned and begin scoring your best buyers Most of your opportunity resides in a very small part of your database. But that portion will convert at a massively higher rate than the rest.
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THE RESULTS?
5x
Opportunity lift just from better understanding your buyers 15
Remember  Demographic defines who.  Behavioral defines when.
If you have a large degree of demographic fit, that means you SHOULD be in our universe. 16
Getting psychological Behavioral and demographic has a huge amount of value. You can zoom in on signals, but capturing psychological data in a systematic way can be tough.
What can we take away from all of this? Key takeaways
Key takeaways Know your buyer Get the data - Psychological - Behavioral - Demographic
Get feedback
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Simply put‌ Behavior and demographic data without psychological does not tell us who that person really is. Start using the right equation to clone your best customers.
Content becomes the intersection of who and when
Thank you! To learn more about LeadMD’s offerings visit us at leadmd.com or call us at 480.278.7205 To learn more about how we “Cloned our Best Customers” visit leadmd.com/startcloning Tweet and follow us @myleadmd