LeadMD.com accomplish their projects with dedication and passion. Likewise, we have worked with Jefferson National (serving the rapidly-growing market of RIAs). LeadMD guide them the capabilities and practices of a great marketing automation program. As a result, LeadMD succeeded to fix their funnel. For more information visit http://www.leadmd.com/lead-management-software

1. 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.

2. 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
"We now have the in Dallas, Texas with authority in 49 states and the District of
Columbia.
security of knowing
that someone well- The Challenge
versed 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
the way that we of data they were generating overwhelmed the limited
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 fully-
fundamentally," 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

3. hard sales figures, and learn where marketing interventions "Once we began to
could best compliment sales efforts.
learn about the many
“We really didn’t know how deep marketing automation capabilities and best
went. And we didn’t fully understand the capabilities
of Marketo until we contacted LeadMD. Simply put, we practices of a great
didn’t know what we didn’t know,” said Nicole Gross of marketing automation
Jefferson National. “Once we began to learn about the
many capabilities and best practices of a great marketing program, coupled
automation program, coupled with what LeadMD could do with what LeadMD
for us, it gave us more ideas about how to expand on our
marketing.” could do for us, it gave
us more ideas about
The Solution
how to expand on our
The solution for Jefferson National was to roll up their marketing."
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.

4. 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.

5. About Jefferson National
Jefferson 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 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.