This document discusses List Services Corporation (LSC), a company that provides marketing automation, CRM, database, and digital services. It summarizes LSC's history since being founded in 1980 and acquiring other digital brands. It also introduces the PIE (Personalized Interaction Engine), which analyzes customer behavior across channels to provide insights. Finally, it describes LSC's capabilities around capturing customer data, mapping IP addresses to organizations, and using contextual advertising and keywords to target accounts.

1. Marketing
Automation
CRM
Direct Marketing
Database
Services
Social
Media
Email Marketing
Analytics
Search & PPC
Demand
Generation
Content
Marketing
Mobile
Marketing
Business
Intelligence
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Executive Leadership Team
Ed Mallin
Ed’s career spans over 27 years of experience and executive leadership in the Direct Marketing, Information
Technology and Database Services industry providing sales and marketing solutions to businesses. He has been
a tremendous asset to Huron with its investment in LeadingResponse..
Ed entered the industry in 1984 as a Partner and President of Compilers Plus, a leading direct marketing firm in
New York. In 1990, Infogroup (then, Infousa acquired Compilers Plus; Ed served as a corporate officer, Executive
VP and Group President for Infogroup for 20 years. During Ed’s tenure at Infogroup, it grew from a $30 million
boutique business to an $800 million public company. Ed managed 7 Infogroup Divisions, was involved in over
15 acquisitions, and was responsible for over $200 million in annual revenue. Ed also led Infogroup’s transition
into the digital space, building Infogroup Interactive into a $100 million online division.
Charlie Tarzian
Charlie’s career spans over 25 years of experience and executive leadership in the Agency, Direct Marketing,
Information Technology and Database Services industry providing sales, technology and marketing solutions to
businesses. Charlie has served as President of Barry Blau & Partners, Brann Worldwide (a division of Dan
Schneider Communications. In 1998, Euro RSCG acquired Brann Worldwide; Charlie served as a CEO for Euro
Circle / Circle and eventually MKTG until 2009. While Charlie served in these posts as well as a partner with
HealthED and Consultant at Satori, he also developed many patented technologies that serve as the basis for the
Big Willow project indication engine. He has been with LSC for the last three years where he is responsible for
building out product, service and data innovation.
Joe McCluskey
Joe is a senior level marketing/business management expert who helps clients navigate the ever changing
customer experience and how newer digital channels impact customer's loyalty. Joe works closely with the
product teams on solutions that "weaponize" social, mobile, web, CRM and big data / analytics channels. Joe
is recognized for his ability to align digital strategies into operational systems that can deploy business
information, data and analytical solutions that increase each client's ROI.

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1980
1984
2000
2005
2011
Present
List Services
Corporation (LSC)
is Founded
State-of-the-art
Data Center goes
live, Data
Brokerage division
established
In-house
compilation group
launched, first
hosted marketing
database goes
live
LSC adds digital
services with
email marketing
group
Acquisition of
Accession Media,
merger with Last
Mile Networks
LSC Digital consolidates
all acquired digital
brands. Launches
brand new website…
Our History

4. 4
The Realities in Technology Services - B2B Marketing
 According to Sirius Decisions, 66% of the buying process is complete
before sales reps are engaged
That research happens in a LOT of different locations
 Who else is involved in the decision?
Buying teams average 6 people for complex B2B projects
Teams swell to 20+ in large enterprise buys
 Individual actions trigger resource intensive follow up to qualify the
opportunity
Is there a real project at all or is this just an individual request?

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We have created a way for technology services, consulting and
outsourcing companies to decipher and interpret the digital
behavior of their client and prospective client’s buying process
Finance
UK
IT Procure
USA
Finance IT Procure
We may have booked business within the IT department of
an account, but we don’t have solid relationships in finance or
procurement.
Competitive intelligence has not been
centrally organized which in turn limits our
ability to react to conditions happening
across the family tree of our accounts
In this example, a competitor just won
business at a family member of one of our
Our solutions move away from accounts
depending on the actions of a
single individual as an indicator
of a sales opportunity, to using
the analysis of all the web
activities of an entire
organization.
CX Roadmaps –
We build Customer
Experience Roadmaps
Subsidiary
France

6. 6
What is PIE?
Marketing
Database
Interaction
Engine
Universal
Behaviors
Single
Identity
Multi-
Channel
Behavioral
Insights

7. Marketing
Automation
CRM
Direct Marketing
Database
Services
Social
Media
Email Marketing
Analytics
Search & PPC
Demand
Generation
APPENDIX
Content
Marketing
Mobile
Marketing
Business
Intelligence
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Capturing the Data You Care About Most:
 We use advanced IP targeting and account based marketing with contextual
alignment to reach your exact targets at the right point in time
 Our technology accesses, analyzes, and reports on a data stream that by
itself is significant but as part of a larger integration of data points – creates
a 360° view of a company of interest – while it is happening
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IP Addresses and Host Names
• IP Address - What is it?
- Every device on the Internet has a unique ID number, called an IP Address
- A typical IP address looks like this: 64.149.181.87
- IP addresses are routable locations on the Internet.
- There are a theoretical maximum of 4.3 Billion IP addresses on the Internet. (IPv4)
- 3 Billion IP addresses are currently in use.
• Host name - What is it?
- Every website and most Internet servers and devices have a host name.
- Host names are easier for humans to read than IP addresses.
- A host name looks like this: adsl-64-149-181-87.dsl.austtx.sbcglobal.net
- Nearly 1 Billion host names have been collected and organized so far.

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How It Works
 We map each IP address to their URL
 That URL gets map to a business entity in one of the multiple B-to-B databases we host:
– We take the URL’s of interest and use our B-to-B contact databases to do a lookup against all known, current contacts
in that organization and present those as qualified leads that can be integrated directly into your marketing/sales
automation systems or as a prospect list inclusive of email and postal addresses
 Those leads can be integrated directly into your marketing/sales automation process flow or handed off to you as a more
traditional contact list
 These leads will:
– Accelerate and compress your lead generation process by delivering high value leads with specific data behind them
– Give you context – you now have something relevant to talk about/message to key decision makers/influencers
 While giving you:
– A leg up on your competition – you are getting in market buy signals before the traditional methods of intelligence pick
them up
– A dynamic way to market on the fly – you can now tie together critical business intelligence with near real time
messaging

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Organizational Criteria:
– Revenue
– Employee Size
– Industry/Vertical
– Named Accounts
• Customer Lists
• Sales Prospects
• Public Lists – Fortune 500, etc
– Location
• Country
• City and/or State
– Competitive Installs
IBM Storwize, XIV, & DS5000
& EMC Data Domain
Choose Your Target
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By Keyword:
– Give us your SEM keywords aligned
against your site, a particular solution,
or even a specific product
By Topic:
– Give us the topics that most closely
align with your product or service, we’ll
create the list of keywords and phrases
matching these topics
– Think like your customer
Choose Your Topic
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How It Works
Contextually aligned ads served
against topical content pages mapped
to customer keywords
Ads enable data collection:
Organizations are identified and
targeted via IP Targeting across all
relevant pages
Data Analytics normalizes activity to
see an entire organization's activity
and the buying team across the web
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We are technology agnostic domain experts
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