LeadMD has experienced many clients, in which Bersin & Associates is one of them. Bersin & Associates is an authorized HR and learning professionals. They chose LeadMD.com to drive high quality business leads. Because they knew that LeadMD is expertise in lead scoring programs, as well as their strength with both Marketo and Salesforce platform.

1. LeadMD Case Study
Bersin & Associates
Fixing the Holes
Bersin & Associates empowers HR and
learning professionals to drive business
results through world-class research and
consulting. The company's WhatWorks®
Membership Program gives human
resources, learning and business leaders
the insights, professional development, and
networking they need to drive alignment
across their organizations and to deliver
sound and successful people management
solutions.
LeadMD helped them build a better funnel.

2. LeadMD Identifies the Problem and Reacts Quickly to Make a
Change
Summary
Bersin & Associates empowers HR and learning professionals
to drive business results through world-class research
and consulting. The company's WhatWorks® Membership
Program gives human resources, learning and business
leaders the insights, professional development, and
networking they need to drive alignment across their
organizations and to deliver sound and successful people
management solutions. More than 5,000 organizations
"Bersin chose around the world have used Bersin & Associates research
and consulting to guide their learning and talent strategies
LeadMD because and solutions. More than 50 percent of the Fortune 100 are
of the company’s currently Bersin & Associates clients.
expertise in lead Bersin knew that to continue their trajectory of 30% CAGR in
scoring programs, as revenue, they needed to implement a marketing automation
(MA) platform that would systematically drive high quality
well as their strength leads into the business. The company purchased the
with both the Marketo Marketo software to get the marketing automation program
underway.
and Salesforce
platforms. " The Challenge
Marketing automation technology can be overwhelming,
counter intuitive, and, on the whole, not very automated.
For Bersin, the challenge came with developing a lead
scoring process, which is an integral part of a marketing
automation campaign. The marketing department needed
a transparent, efficient and reliable way to rate leads. Their
current process, although well thought out, did not account
for the lifecycle nature of lead interest, which is common
to most organizations that have implemented lead scoring.
In the typical lead scoring model, companies score leads
in accordance with their demographic profile and couple
that information with behaviors that indicate interest.
Once Bersin’s leads reached a qualification point they were
passed to sales and that’s where the former process ended.
Furthermore, Bersin needed this process to be intuitive
for both the marketing and sales departments, so there
was no confusion as to where leads resided in the funnel.

3. Because Bersin also used Salesforce.com, they required a "LeadMD simplified
better integration between the two platforms, so they could
maximize both in the lead scoring process. a very complex
technology for us,
Paula Reinman, SVP of marketing for Bersin, noticed that
there was a disconnect in the lead scoring and nurturing making our lead
system, which needed to be fixed in order to maximize their scoring process
marketing automation investment. “We required a dynamic
and systematic way for sales to know who were the top seamless and easy to
prospects to call,” said Reinman. “While we knew how to understand."
use Marketo and our marketing team was doing a great job
bringing in leads, we were struggling with the complexity of
scoring those leads effectively and handing them off to sales
in a way that they can work them most efficiently.”
The Solution
Reinman decided that bringing in a marketing automation
expert that specialized in the Marketo platform could help
the company resolve their lead scoring issue. Bersin chose
LeadMD because of the company’s expertise in lead scoring
programs, as well as their strength with both the Marketo
and Salesforce platforms.
LeadMD went to work by first figuring out where the holes
in the program were. They sat down with executives from
the marketing and sales departments to learn what they
needed in order for lead scoring to fit in their workflow.
LeadMD challenged Bersin to think further in terms of what
happens to leads once they interact with sales and determine
a score based on that sales interaction. After a full-day,
on-site evaluation, LeadMD created a “working process”
that was agreed to by departments. They bridged the gap
and got everyone on the same page with workflow. LeadMD
then taught everyone using the system how to work with
Marketo to maximize lead scores and nurturing. During the
evaluation, the company also identified a hole in Bersin’s
funnel that was allowing leads from the Web to bypass lead
scoring, and lost all prior lead activity. By simply identifying
the hole, LeadMD was able to capture the lead stream and
put it back into the funnel for nurturing. LeadMD then helped
them define various success paths, translate those paths into
the Marketo platform, and measure results.

4. Bersin now utilizes a dashboard with key lead reports that is shared throughout the
company. This gives a level of transparency that was missing prior to working with
LeadMD.
Reinman was impressed. “LeadMD simplified a very complex technology for us, making
our lead scoring process seamless and easy to understand. LeadMD did a great job of
identifying our issues and applying strong technical and project management skills to
help us improve our marketing automation. I knew it was working very quickly after the
new implementation when our leads started being rated and scored in a way that was
visible to, and made sense for, everyone. That wasn’t happening before.”
Results:
+ Bersin is currently seeing a 30 percent increase in leads in its monthly ‘qualified leads’
report and an across the board increase in accuracy around lead source attribution.
+ An easy-to-follow metrics system, which supports both behavioral and demographic
lead scores reinforced by data validation requirements. This ensures completeness of
record before being passed to sales.
+ Converting 18 percent more leads into complimentary registration– the desired
outcome which allows Bersin to build value in their on-demand research memberships

5. About Bersin & Associates
Bersin & Associates helps companies get smart fast, so they can make better business
decisions and save time in implementing mission-critical programs. HR professionals
can use our insights and tools to benchmark their current strategies, identify strengths
and gaps, and develop the solutions that build successful organizations.
More than 5,000 organizations around the world have used Bersin & Associates research
and consulting to guide their learning and talent strategies and solutions. More than 50
percent of the Fortune 100 currently are Bersin & Associates clients. www.bersin.com
About LeadMD
LeadMD 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.