LeadMD Case Study                                   Stratus Payments                                   Start to Finish    ...
LeadMD Helps Stratus Build a Marketing Machine that Churns OutResults                        SUMMARY:                     ...
SOLUTION:                                                              “They moved atLeadMD started working with Stratus P...
At this point LMD began building the Stratus marketing automation infrastructure aroundthe content they has created as par...
About Stratus PaymentsFully Integrated Billing & Payments by Stratus Payments change the way billers receiveand apply paym...
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LeadMD.com starts working with Stratus in June 2010 to take over the company strategy and work on demand generation. This time LeadMD has to do everything from brand creation, online marketing presence and marketing strategy execution. We have merged the complete insights, challenge and affects of our marketing compaign to make you decide the correlation with LeadMD marketing automation.

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  1. 1. LeadMD Case Study Stratus Payments Start to Finish TMPayment SolutionsStratus Payments offers a paymentprocessing software solution for billingbased businesses. Stratus offers a richintegration model, exceptional functionalitywith no extra costs, and pricing that’s easyto understand. The problem is, they are aspin-off from a very tradoitional business.So how dis Stratus make the light-speedjump to Marketing Automation withoutfaltering or and maintaining a small staff?LeadMD helped them build a buisness, on afoundation of great marketing.
  2. 2. LeadMD Helps Stratus Build a Marketing Machine that Churns OutResults SUMMARY: Stratus Payments offers a payment processing software solution for businesses. Stratus integrates with the popular receivables software and helps companies meet PCI compliance standards for online credit card processing. Stratus offers a rich integration model, exceptional functionality with no extra costs, and pricing that’s easy to understand. The company has been helping its clients make more money with secure payment channels, while doing less"After careful review work since 1998.of every technology CHALLENGE:out there, we decided Stratus Payment is a fast-growth Web 2.0 company thatthat Marketo was the emerged from parent company WSW Holding and NCANright fit for us, and Services. Prior to spinning off into it’s own entity, Stratus Payments did not have marketing automation in place andLeadMD was going very little online marketing. The company knew that in orderto be our outsourced to penetrate the crowded online payments industry, a robust marketing program was needed. The company purchasedmarketing team." Marketo’s Marketing Automation Software, and hired LeadMD to implement and manage the campaign. Change was their goal. Stratus wanted to forego the long branding cycle and mass marketing strategies they had taken with WSW/NCAN and embrace a more solution-based message. LeadMD was tasked with everything from brand creation, to placement, to marketing strategy, to execution. “We really didn’t know where to start but we knew that nurture marketing was going to be the core of our customer acquisition. After careful review of every technology out there, we decided that Marketo was the right fit for us, and LeadMD was going to be our outsourced marketing team. Handing over this hefty piece to LeadMD allowed me and my team to focus on the product and business development relationships,” said company President, David Worton.
  3. 3. SOLUTION: “They moved atLeadMD started working with Stratus Payments in June an incredibly fast2010. LeadMD took a bottom up approach, starting with a but efficient pace and every piecemarket analysis SWOT. Then they researched competingsolutions in the market place. With this competitiveanalysts, LeadMD was able to suggest positioning and of the project was executedpartner strategies that allowed Stratus to leapfrog manyof the typical time-to-market challenges prevalent in themerchant processing space. No one in the payments space on flawlessly. Ito capitalize on that area and that meant data – segmenting knew even at thiswas focusing heavily on the online channel. LeadMD decidedthe industry contacts that Stratus had acquired over 15 stage that once the program wasyears through it’s sister businesses.“There was a lot of data to comb through and prepare so underway we’d see the leadsthat it was truly ready for a robust marketing campaign.We used an append strategy by first cleansing the Stratusdatabase and then mashing that data up against several and customer acquisition wesources to form a more complete profile,” says LeadMD CEO,Justin Gray. “From there it was key to apply the personas wehelped Stratus develop and segment again on those buyertypes. It allowed Stratus to see some of the best response wanted”metrics we have seen in terms of nurture opt in. It was abig win for them.”LeadMD built buyer personas from their findings andsecured a name and URL for the company. Based aroundthose personas, LeadMD also built the company logo andbegan copywriting Web text, and assembling a persuasionarchitecture that communicated with the buyer. In justover 60 days LeadMD had assisted Stratus in forming andimplementing a consistent brand image and online marketingpresence.“Getting a new company off the ground takes more workthat anyone could ever imagine going into it. Knowing thatLeadMD was implementing our entire marketing automationprogram from start to finish, and then handling all of theexecution, was a relief I can’t even describe," says Worton."They moved at an incredibly fast but efficient pace andevery piece of the project was executed on flawlessly. I kneweven at this stage that once the program was underway we’dsee the leads and customer acquisition we wanted”
  4. 4. At this point LMD began building the Stratus marketing automation infrastructure aroundthe content they has created as part of the website build. Using Marketo as a platformto implement lead scoring, nurturing and lead management programs were integratedwith salesforce.com. Bridging the gap between Stratus sales and marketing was allPhase I. Within 120 days from inception, Stratus Payments was a fully functioningbusiness with a strong lead funnel structure.RESULTS:LeadMD accomplished a remarkable return on marketing automation investment in onequarter. The results are as follows.+ 450 new leads added to the funnel each month+ More than 100 qualified leads are passed to sales each month+ 85% conversion into sales pipeline+ 30-40 deals closed per month+ Average sales deal size equals $3,400 monthly recurring revenue+ Average sales cycle is 60 days+ 35% of deals come from lead nurturing+ Nurtured deals average 140 days in cycle, but produce 20% more revenue thanstandard cycle dealsSO WHAT DOES THAT MEAN?+ Stratus has grown by 520% since implementing the program+ Cost of Goods Sold expenses of less than 20% of Gross Revenue.+ Profitable in first year+ 320% ROI in relation to marketing automation spend in first 120 daysThe most remarkable thing about this program is that all sales are being managed bya two-person sales team. LeadMD is currently helping Stratus Payments maintain theirmarketing automation program to ensure it keeps turning results like this. They are alsohelping Stratus market to new verticals.Worton closes in saying, “Stratus Payments simply would not have seen this kind ofsuccess if it were not for LeadMD. They continue to act as our outsourced marketingteam and the growth we see week over week is more than we could have hoped oranticipated. LeadMD will continue to be a part of our team for a long time.”
  5. 5. About Stratus PaymentsFully Integrated Billing & Payments by Stratus Payments change the way billers receiveand apply payments. Because Stratus payment integrations have been designed to beas simple as possible, a very small amount of development will result in sizable benefits.You will be able to accept electronic check payments and credit card payments, greatlyreducing payment-funding times. For more information on Stratus solutions, visit www.stratuspay.comAbout LeadMDLeadMD is a conversational marketing services firm specializing on organic leadgeneration. Headquartered in Phoenix, LeadMD helps companies fix their funnel byleveraging cutting edge sales and marketing technology to produce quantifiable revenuebased results www.LeadMD.com.