Post on 23-Jan-2018
©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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©2015 EverString
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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.
©2015 EverString
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?
©2015 EverString
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
©2015 EverString
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
©2015 EverString
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
©2015 EverString
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
©2015 EverString
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
©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
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
©2015 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
©2015 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.
©2015 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.
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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.
©2015 EverString
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
©2015 EverString
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
©2015 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.
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©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
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