LeadMD Case Study

Jefferson National

Implementing Best in Class Lead Managment for Results

As a well-established company, Jefferson National did not have a problem generating leads. The challenge came in knowing exactly how to best manage them. The marketing team was already quite robust with a framework in place, and they had been working with a CRM services company to ensure they were maximizing Salesforce.com. But as they grew, it became more apparent that they had an overwhelming amount of content, and holes in their funnel. LeadMD helped them fill those holes.

Summary

Jefferson National is singularly focused on serving the rapidly-growing market of RIAs and fee-based financial advisors with innovative products offering simplicity and strong consumer value. Leveraging a powerful technology platform, they drive low cost with highly-efficient operations, and cost-effective servicing capabilities. A winner of more than 30 industry awards for their inventive direct marketing efforts, the company is based in Louisville, KY and domiciled in Dallas, Texas with authority in 49 states and the District of Columbia.

The Challenge

As an innovator of simplified financial services products, Jefferson National did not have a problem generating interest and qualified leads. The challenge came in effectively nurturing and managing them through the sales cycle. The marketing team had been working with a CRM services company to ensure they were maximizing Salesforce.com. Their database was solid. But as they grew, the volume of data they were generating overwhelmed the limited reporting functionality in their email marketing application and other hodge-podge online marketing apps. They began researching a new email marketing platform, and in the process learned that what they really needed was a fully-integrated marketing automation program that could unify all of their marketing efforts and fix their funnel.

For ease of use, price, scalability and flexibility, Jefferson National selected Marketo. To succeed with their marketing automation software as they had with their CRM software, they needed an accomplished and expert partner to teach them best practices and help them get it up and running.

On a strong recommendation, they enlisted the help of LeadMD to lead the implementation. Among their goals, they planned to better define sales and marketing roles and processes in their sales funnel. This would enable Jefferson National to build robust reports tying marketing successes to

LeadMD Builds a Scalable, Sustainable Process that Yields Results

"We now have the security of knowing that someone well-versed in marketing automation is a part of our team...

Because of LeadMD, the way that we approach marketing altogether has changed fundamentally,"

hard sales figures, and learn where marketing interventions could best compliment sales efforts.

“We really didn’t know how deep marketing automation went. And we didn’t fully understand the capabilities of Marketo until we contacted LeadMD. Simply put, we didn’t know what we didn’t know,” said Nicole Gross of Jefferson National. “Once we began to learn about the many capabilities and best practices of a great marketing automation program, coupled with what LeadMD could do for us, it gave us more ideas about how to expand on our marketing.”

The Solution

The solution for Jefferson National was to roll up their sleeves and dive in, fully aware that some processes would need to be scrapped and others modified. LeadMD started by evaluating Jefferson National’s lead generation efforts, reports, and success metrics. They found that some of Marketo’s out-of-the-box reports could be consolidated, while others would need to be built from scratch. Aggregate views on user activities and demographics afforded by Marketo enabled them to then assemble actionable reporting. From there, they were able to better qualify their leads, and trigger highly-targeted sales and marketing activities based on that data.

Jefferson National is a great example of the benefits of in-person training. Offering a very collaborative and immersive training environment, LeadMD’s trainer ensured that the staff understood the new processes and the logic behind them, while honing their marketing automation processes.

“We now have the security of knowing that someone well-versed in marketing automation is a part of our team. This was uncharted water for us and LeadMD has been phenomenal at answering all of our questions, educating us, and being responsive. The depth of Marketo's capabilities is surprising, so we required a lot of expert guidance. LeadMD taught us how to use it to lift much of the burden of the marketing logic from our website, which makes us more nimble. Because of LeadMD, the way that we approach building marketing programs has changed fundamentally,” says Mark Forman.

"Once we began to learn about the many capabilities and best

practices of a great marketing automation

program, coupled with what LeadMD

could do for us, it gave us more ideas about

how to expand on our marketing."

Results:

Every client that LeadMD consults with has different needs and therefore, their campaigns produce different results. Jefferson National’s results do not lie in percentages and increased leads. Their results reside in their functional, streamlined, proven processes now in place. By building better processes up front, Jefferson National has realized:

+ Full implementation of the Marketo platform and Marketo Sales Insight+ Integration with Salesforce.com + The building of templates and baseline programs+ Integration of the Jefferson National website with Marketo including a dual-post, multi-system integration for online registration+ Unified view of partner program ROI+ Lead velocity and quality reports+ The ability to now track behavior more effectively, score leads more appropriately, as well as better nurture, qualify, and report their leads.

About Jefferson NationalJefferson National offers flat rate insurance fees and services for registered investment advisors, fee-based advisors and the clients they serve, utilizing a flexible technology platform, highly efficient operations, and cost-effective servicing capabilities. Jefferson National is a winner of more than 30 industry awards. The Company is based in Louisville, KY and domiciled in Dallas, Texas with authority in 49 states and the District of Columbia. www.jeffnat.com

About LeadMDLeadMD is a conversational marketing services firm specializing on organic lead generation. Headquartered in Phoenix, LeadMD helps companies fix their funnel by leveraging cutting edge sales and marketing technology to produce quantifiable revenue based results www.LeadMD.com.