Justin Gray, CEO and Founder, LeadMD (Scottsdale, AZ)
Justin Gray is CEO and Founder of LeadMD, a performance marketing consultancy. The agency concentrates on achieving tangible, holistic business goals – defining a buyer, launching a product, increasing revenue – to produce bottom-line impacts, rather than focusing on middle-process goals such as website or cost-per lead-optimization. Most of LeadMD’s over 3,500 clients are B2B and B2C considered-purchase organizations – big market enterprises of $100 million and up.
A “considered purchase” is a complex buying decision, fraught with emotional and financial risks and potential rewards – one that requires extensive pre-purchase research and evaluation. In B2B, this space might include software purchases, but it is more than that. LeadMD’s clients include technology providers (50% of clients are software providers), healthcare, manufacturing, financial services, and “anyone with a channel sale type of go-to-market.”
LeadMD bridges the space between being a global strategy consultant and providing regional implementation. The agency has data science, strategy, and go-to-market teams – who set strategies, plug those strategies into a broad range of systems and marketing platforms, build processes that work for clients, measure results, and optimize performance over time. Justin says that broad scope of function is rare in the B2B space. LeadMD’s consultants find the diversity in clients, the variety and unpredictability of problems and solutions, and the challenge of cobbling together customized solutions . . . exciting, and average 5 to 10 active, and widely-different campaigns a month. Close client relationships are critical.
New clients may come to LeadMD with a particular goal. The agency uses its “Catalyst Marketing Framework” that clearly states the client’s objective and then provides a “laundry list” of what the client will need to have solidly in place in order to achieve the stated objective. This helps them align their activities to the objectives, and, in the end, produce significant, relevant outcomes.
Justin has discovered over the years is that many clients believe they already have a full understanding of their buyer profile. Often that “full understanding” is only superficial. Do they really know who their buyers are? All of them? Then, do they know the platforms where their buyers “hang out”? Probably not. Yet that information is critical to know because those platforms are where LeadMd’s clients need to focus their marketing efforts.
LeadMD’s 3-person data science team digs in at a deeper level that its clients have – researching the market, defining buyers, assembling ideal customer profiles – and then translates that information into engagement and messaging frameworks.
LeadMD utilizes role-based psychological/personality profiling to select candidates who will strengthen the organization—either by reinforcing role-desirable traits . . . or by bringing a new direction to the role. The hiring process can take as long as 2 months. Fifty percent of the organization is employee owned.
Justin can be reached on LinkedIn, on Twitter @jgraymatter or on his agency’s website at: https://www.leadmd.com/.