leadmd doubles mqls with everstring predictive marketing

©2015 EverString

How LeadMD Doubled Qualified Leads & Opportunities through Predictive Marketing

Justin Gray – CEO, LeadMDJim Walker – VP Marketing, EverString

©2015 EverString

Thank you!

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JUSTIN GRAYFounder & [email protected]

JIM WALKERVP of Marketing

@jaymceEverstring.com

©2015 EverString3

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 EverString4

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 fewprospectsHow do I get more?

I need to fill my pipeline with net new high quality leads and accounts?

Too manyprospectsWhere do I start?

How do I prioritize my leads and accounts so I can be more efficient?

©2015 EverString6

Predictive starts with Audience Selection

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BPredictive Marketing

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

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©2015 EverString7

INTE

NT

FIT

ENGA

GEM

ENT

Out of Funnelbrowsing behavior, crawling

Upper FunnelPixels and cookies

Mid FunnelMarketing Automation

Lower FunnelCRM

Identifying your ideal accounts requires three key characteristics

FitDetermines how much an account or lead looks like your best customers (e.g., firmographics and tech stack)

EngagementQuantifies the degree of interaction that an account or lead has had with you (e.g., website visits, webinars, downloads)

IntentIdentifies buying signals that can’t be seen “on your site” (e.g., browsing activity, content consumption & behavior patterns by prospects)

©2015 EverString

What We Know

FIRMOGRAPHICLegacy Field Based Data Latency Issues Quality Issues

BEHAVIORALLegacy Interactions Engagement Content Fallacy

DECONSTRUCTEDLegacy “In Head” Data Subject to Prejudice Subjective / Biased

©2015 EverString

Three Core Data Sets

Psychological

Demographic Behavioral

©2015 EverString :: CONFIDENTIAL & PROPRIETARY

THE PROOF

Unlock the hidden dimension of your lead


THE RESULTS

5X Opportunity Lift from Better Understanding of Buyers


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 this way up to 82%. THIS IS HUGE.

Adding demographic & psychological data

bump this way up to 82%

THIS IS HUGE.


Company Data

Account level data allows us to define the universe


Company Data

Account level data allows us to define the universe

Top insights


Meet The Buyers

Only looking for a fling

Dual Personality 60% of buyers Most cautious.

Doesn't want a long term relationship.

Most purchasing authority

Most sales background

Startup Sue Entrenched Ed Rising Rita Poly Pam

Young up and comer in a rising institution 15% of buyers Least time at

position Replacing the old

guard's contractual relationships.

Most team player - new wave of management style

Tenured Exec with the same lead manager doing the same thing and is bored to death 20% of buyers Most time at

position (bored) They want a fling

and they want it now (timing)

High budget control

Young, aggressive & looking for love 5% of buyers Most tech literate Least sales

background Lowest revenue,

smallest firm

©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


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!

21

JUSTIN GRAYFounder & [email protected]

JIM WALKERVP of Marketing

@jaymceEverstring.com

leadmd doubles mqls with everstring predictive marketing

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