How LeadMD Doubled Qualified Leads & Opportunities Using Predictive Marketing

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

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

3. 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?

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.

5. Solving two problems for B2B marketers Too fewprospects How do I get more? How do I fill my pipeline with net new high quality leads and accounts? Too manyprospects Where do I start? How do I prioritize my leads and accounts so I can be more efficient?

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

7. 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 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

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

9. 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 Decision Platform EverStringAccount Insights 11M Accounts Your Data, Your Model MarketingAutomation CRM 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

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

11. 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 Only predictive solution to use data to provide value throughout the ENTIRE prospect to customer journey

12. 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

13. LeadMD: A leader in digital marketing consulting

14. 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

15. Three Core Data Sets Psychological Demographic Behavioral

16. 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

17. THE RESULTS 5X Opportunity Lift from Better Understanding of Buyers

18. 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.

19. Company Data Account level data allows us to define the universe

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

22. 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.

23. Meet the buyers Entrenched Edward Rising Rita Startup Sue Poly Pam 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 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 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 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

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

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

26. 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.

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

28. 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

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