Bridging the Gap for Big Market Enterprises

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/.

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Focus Faster, Leverage Success

Matt Weber, President at ROAR! Internet Marketing (Altamonte Springs, FL)

In 2007, after nearly a decade of experience in numbers-focused direct-response marketing, Matt Weber used a business broker to buy a small jack-of-all trades agency that provided sales training, traditional media marketing, and a small bit of web development. Over time, that agency became ROAR! Internet Marketing, where Matt is now President. The agency’s forte today? Measurable actions.

In this interview, Matt explains what a buyer can expect from a business broker, how to select one, broker limitations, and a broker’s role in facilitating business acquisitions. He warns that it will be challenging to evaluate transactional opportunities in the next few months. But, he also expects to see a lot of merger and acquisition activity as companies adjust to the COVID-impacted business environment. Matt’s general tips? Agencies will need to be more aware of costs now, “throttle back” on anticipatory hiring, , and eliminate “tool bloat” (buying multiple tools with the same functionality). 

Matt is no stranger to change. In 2007, websites were little more than glorified brochures. Matt shed virtually everything of the original business, rebranded it, and focused heavily on digital marketing conversions and direct response. Early on, 85-90% of the agency’s revenues came from web development.

Today, 80% of his agency’s revenues come from recurring digital marketing services, primarily for three verticals: elective medical (almost recession-proof), recurring-business home services (need-based), and manufacturing (which has a completely different cycle than consumer-based marketing). Matt says, when you focus your efforts on a limited number of verticals, you “leverage your success more effectively,” and follows that with the comment: “Diluted focus yields diluted results.” 

Matt has created a free tool, Smylelytics.com, which he compares to a car’s “check engine” light. (It won’t tell you what is wrong, but it will tell you when to take a look.) Twice a month, Smylelytics evaluates a company’s Google Analytics, translates the information into memorable, themed photographs, and emails the company with the (good/neutral/bad) “news.”

Matt serves as a national trainer for the Grow with Google program, where he presents small- to medium-sized businesses with a one-day class that covers Google My Business, Google Analytics, and Google Data Studio tools. He also speaks at conferences, frequently on the topic of, “5 Things Your Website Is Trying to Tell You but You’re Afraid to Ask.” Here, he provides a brief overview of those 5 things:

  1. Does your website, as a salesperson, feel confident in selling your business? Is it effective in turning leads into sales?
  2. Where should you focus your limited time and budget?What do the analytics show you about which efforts are paying off and which are not? 
  3. Is your landing page making a good first impression? What does your landing report say about what your first-time visitors do on their first visit?
  4. Who likes you best? Focus your efforts on communicating with those who like you the most.
  5. Are certain pages repelling your customers? Stop serving the bad pages.

Mayt is available on his agency’s website at: RoarontheWeb.com or on Twitter @BestWebDesignFL.

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