Use Marketing Automation to Generate and Nurture Leads

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Using Marketing Automation to Generate and
Nurture Leads
Presented by Justin Gray, _at_jgraymatter Founder
and CEO, LeadMD Leadmd.com _at_myleadmd
Go_at_leadmd.com
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Marketing is based on assumption

• Traditional approach doesnt work anymore

Campaigning Glorified Experiment Success
Lead Generated
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But thats just plain wrong

• After 2,600 Marketo engagements and discussions
  with thousands of digital marketing
  practitioners, VPs and CMOs, weve seen that
  equation is wrong for two reasons...

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Marketers are being asked to do more with less
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• Theres an assumption that after spending money
  on software, it should be able to do everything.
• Thats 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.

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All leads are not created equal.
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• You cant use the same metrics for everybody
• You must track leads all the way through the
  funnel to determine true success

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The waiting game tick tock tick tock
Marketing Automation

• You cant afford to wait and see the ultimate
  success of your campaign

Who When
Unlock the potential in your CURRENT lead base
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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.

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Cloning isnt just for sheep

• How to clone your best buyers (and your
  interactions with them)

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The missing ingredient, the data in your head.

• Youve got demographic and behavioral data but
  that data is superficial.
• You dont have the most important ingredient the
  experience you've had with this buyer.

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Heres how we accomplished that

• Activity MUST be in the system.
• Post sales survey
• Customer Survey

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Now you have the ingredients, you just need the
right recipe

• Define your universe - whos the best people to
  talk to
• Put everything in your database

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Its not about predicating the best buyer its
about predicting the best INTERACTIONS with that
buyer
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Weve got all the information we need, now its
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?

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The 80/20 rule

• Apply what weve 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

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Remember

• Demographic defines who.
• Behavioral defines when.

If you have a large degree of demographic fit,
that means you SHOULD be in our universe.
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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.

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What can we take away from all of this?

• Key takeaways

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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.

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Content becomes the intersection of who and when
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Thank you!

• To learn more about LeadMDs 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 _at_myleadmd

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