Jefferson National - SLIDELEGEND.COM

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 ... integrated marketing automation program that could unify all ... automation software as they had with their CRM software, they needed an ...
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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

Salesforce.com.

But

were as

maximizing

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.

LeadMD Builds a Scalable, Sustainable Process that Yields Results 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.

"We now have the security of knowing The Challenge that someone wellversed in marketing As an innovator of simplified financial services products, automation is a part of Jefferson National did not have a problem generating interest and qualified leads. The challenge came in effectively our team... 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. Because of LeadMD, Their database was solid. But as they grew, the volume of data they were generating overwhelmed the limited the way that we reporting functionality in their email marketing application approach marketing and other hodge-podge online marketing apps. They began altogether has changed researching a new email marketing platform, and in the process learned that what they really needed was a fullyfundamentally," 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

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 bet