We invited high profile and inspirational speakers to participate in a panel discussion around Building the Skills Essential to Achieve Success in the Technology Industry. Some of the topics we focused on included: How can women best enhance and leverage their networks? How can women better manage the integration of work and life goals? How can women best capitalize on their differences in bringing a new and unique perspective to the table? These and other popular audience questions will be covered during the interactive panel discussion. After the panel, we invited two local startups from the community to demo their products in front of a live audience and participate in a Q&A session.

1. Meetup # 19

2. WELCOME
Meetup #19
Kathryn Lagden
Meetup Facilitator
Cathleen MacDonald
Panel Moderator

3. Thank You

4. Meetup #19: Women in Technology
• Welcome
• Women in Tech Panel Discussion
• Speaker Q&A
• Break
• Demo Me:
– Dalia Asterbadi, Founder and CEO of realSociable Inc.
– Brenda Potter Phelan, Founder of LegacyTracker
• Closing Remarks & Networking
Agenda

5. Janet Bannister
General Partner
Real Ventures
Gail Mercer MacKay
President
Mercer-MacKay Solutions
Jennifer Evans
Cofounder
SqueezeCMM
Marianne Hoffmann
President
PABAsoft Inc.
Panelists

6. Q&A

7. Break…

8. Demo Me

9. Dalia Asterbadi
Founder and CEO
realSociable Inc

10. September 2014
Improving Marketing Automation
ROI & Pipeline Conversion
Social Prospecting & Engagement
Confidential – All rights reserved. 2014

11. Who we are

12. Our Mission
Create innovative and disruptive solutions that empower
sales and marketing teams drive engagement and
revenue…while making it look ridiculously easy.
Our Goal is to influence our customers to create an unfair competitive advantage.
12

13. PARTNERS WHO WE
ARE
Recognition
Relationships
Canada’s Top 10
Young
Entrepreneurs
Award
SOCIAL
INTELLIGENCE
equals
Authentic
Conversation
s

14. THOUGHT LEADERSHIP
WHO WE
ARE
Our team experience has came from over 10 startups, 4
IPO’s, 3 Acquisitions, 25 Intellectual Patents, 2 Published
Books, 1 Open Sources framework Phenomenon, 16 Product
launches, 1 Merger, and hit-record of 67k miles in one year
2010
Early-Mover IP
Patented
Engagement &
Contact Mngt
Technology & IP

15. INNOVATIONTo Drive & Manage
ENGAGEMENT
WHO WE
ARE
Social Intelligence App
to provide deeper
segmentation for
Marketing automation
ROI and client insight
for Sales
Compliance
Management to
provide visibility into
the CASL governance
wrt Sales and
Marketing efforts at an
Enterprise

16. Market Trends

17. Relevant Trends Social, Predictive & CRM landscape
The sales cycle is evolving:
Personal Selling
Mobile & Impulsive
Access: Behavior
Social Media Universe is
Expanding: Priority &
Preparedness
Marketing Automation is
Reactive & Scheduled:
Intention
Informed customers
CHANGING
BUYER
DYNAMICS
MARKETING
TECHNOLOGY
DATA
TECHNOLOGY
ADOPTION
MULTI-CHANNEL
ENGAGEMENT

18. The Market Adoption & Readiness (simplified)
Complexity of Customer Needs over 20 years
Demand Gen
-Advertising
-Mktg Automation
Social
Integration
-Publishing
-Content
-Integrated
Campaigns
Social
Prospecting –
Conversation
CentricAdoption & Market Maturity
Opportunity
$6.4 Billion Market
*According to Gartner report in
March 2013
Over 10 year Maturity Cycle
Reactive – Yielding No ROI
Adoption
All this was about the top of the funnel.
Next-gen is about the conversion flow!

19. Social Prospecting
realSociable brings together exitin
process, channels of engagement, B
in Breed technology together with a
of ‘Clever’ market & innately prove
data logic applications to deliver
engagement and insight when it mat
that increase mind share and foste
conversion.
Dramatically influencing an
organizations mission to increase
lifelong loyalty & velocity.
Intent, Priority, Preparedness &
authentic conversations.

20. Our Platform & Technology
Break through silos and make it easy to
expose risk and highlight opportunity in
the brief window of opportunity.
Unlock services and data to create new value
through an integrated API.
Data management & Digital Footprint
Empower retailers to manage their core information.
Integrated Logic
Drive customer engagement, loyalty and revenue
that makes sense for the organization.
100% Configurable
Tailored solution meeting each organizations
specific needs. Or they can integrate the standard
crm point solutions.
Timely Conversion | Qualify/Disqualify
Triggers & Engagement
Sales| Velocity of pipeline

21. Smart Listening & ROI
Due Diligence & Validation. Access to
Insight
Reference & Plan
Workboard

22. Workboard | Advisor Competitive Disadvantage
The Challenge
Miranda gets chances from new
clients as a jr advisor growing her
book. She is given $50k and 6
months and typically cannot
convince client to grow.
Smart Advisor & ROI
Competitive Takeout>Engagement on
Portfolio Interests.
How Miranda Can Win!
Miranda with realSociable, can tap
into interests and encourage further
collaboration such as interests,
market coverage and get client to
provide statements for planning
lifecycle.
Right Touch
points

23. Workboard | Product & Sales Landscape
The Challenge
Sean wants to grow its wholesale
numbers with better incentives for
its products across different
organizations and advisors. He
cannot get a pulse on growth plans.
How Sean Can Win!
Sean develops a targeted incentive
approach and looks at trends and
probability that the right advisor
leverages selling code to growth.
Carrier Support & ROI
Leveraging best deals with
Codes>front office data for priorities
Right
Interactions

24. Quick View| realSociable ACTION for Salesforce.com
What to Expect:
1. New Data Sources
2. Deeper Configuration
3. Visual
4. Account & Person Activation
5. Improved Identity Collapse
Release in two Phases:
realSociable.com/take-a-walk-
through

25. Over 79% of salespersons who
focus on listening to social triggers
and engage in a timely manner,
produce on average 21% more
conversions.
Quick Factoid

26. THE FUTURE OF MARKETING HOW WE DO IT
Community
Engagement
Target
List/Conta
cts
Context
Building Authentic Conversations &
Engagement to Increase Earned Value
Social Intelligence to
provide deeper
segmentation for
Marketing and client
insight for Sales

27. Opportunities are usually
disguised as hard work, so most
people don’t recognize them. –
Ann Landers

28. Numbers Game – Today’s Sales Sphere
What’s next? Building an Enterprise focused company
bootstrapped?
What’s next? Growing share in key verticals, regions,
problems sets?

29. Your Business – How it can count – Wealth
Management
You manage 100’s of thousands of households & Your marketing
effort may be limited based on knowledge of your customer –
Advisors have no window to access intelligence
realSociable can:
Notify each broker when a client changes jobs or buys a new
home
There is a Window of Opportunity to upsell but also connect and
keep the relationship strong.
realSociable can:
Let you know when there is a specific event one of your big
clients is attending who may be a flight risk.
realSociable can:
Allow you to preview twitter conversations your customer is
having with another firm.
Business is social.
Thank you.
Contact us at 1.800.821.1365 or email me
dalia@realSociable.com
*You have our express consent to reach us ;)

30. Backup Slides

31. Intelligence Automation
Impact
Core
Operations
Support
Infrastructure
Increased Engagement & Conversion
Greater Retention with Authentic Conversations & process flow
Increased Rate of Customer Acquisitions
Thought Partnership
Customer
Relationship
Managements
Elite Customer Service
Higher Engagement
Rates
Marketing
Automation
Deeper Connections
Brand Consistency
Deep Loyalty
Segmentation Accuracy
Predictive
Management
Value Adding Services
- Ease of use
- Convenience
-
Operations
Production Quality
Greater Throughput
Service Agility
Employee Capacity &
Loyalty
Analytics
Transparency
Drilldown
Vantages
Targeted
Campaigns
Enterprise Asset
Management
Consolidation
Single View
Robust Records
Financial
Management
Finance
Reconciliation
Risk Mitigation
Information
Technology
Scalability
Infrastructure Cost
Security
Agility
Uptime
Business Rules
Management
Security
Adoption
Flexibility

32. Proof Points
•Found a 5% uplift in engagement with accounts even up to 3 years with no contact – Source: Bounce
Back List
•Discovery of new opportunities through change in profile – 10% conversion from dead leads
•Access to social Accounts – new channels to share content & advance–Eliminated over 10 hours per
week in search
•Identified change management & before renewal period. Eliminate champion abandonment– Source: key
Influencers/champion change jobs or company
•Discovery of company developments to align with portfolio strategy through company events or
competitive activity – 15% increase of new opps in existing base
•Access to Competitive Signals– new conversations and/or social outreach from competitors–5 accounts
in 2 quarters saved
•Identify current tactic of company through event attendance or content developed & relate. Tap into
behaviour of company/lead tactics– Source: Events, blog posts, travel or new connections made.
•Company expansion or layoff creates immediate and prompt action– 5% uptake in communication
response
Marketing ROI
Cross Sel. Stage Validation.
SQL vs MQL
Qualify/Disqualify
Priority on time w/ Opp
Velocity of pipeline

33. Engagement is the only way to keep lapse accounts on
track. Today, our sales team cannot rely on net new
leads.
We find new ways to predict with our contacts – other
tactics such as emails, gifts, contests always seem to
miss.
• Found a 5% uplift in engagement with accounts even up
to 3 years with no contact
• Top-Line Revenue Increase by 15% with 81% accuracy
with opportunities prioritized on predictability score.
• Discovery of new opportunities through change in profile
• Access to social Activity – new channels to positively
highlight opportunities and expose risk
• Competitive advantage with deeper context &
conversations
Early Adopters

34. DEMAND
INTEREST
PROPOSAL
VALIDATION
CONTRACT
Impact to
Funnel
$$$$$$$$$$
 track all opportunities &
rich customer
interaction touchpoints
 Integrate Social
Discovery & Insight to
influence win patterns
 Measure effectiveness
of engagement with
Sales Activity Scores
 Over 20+ leading social
media data sources
tracked.
360 Degree Proactive Visibility & Social Triggers

35. Triggers, Interactions, and Planning
Ranked
Activity
Social
Overview

36. Assump: Intelligence automation
• Not a social feed
– No firehose, no PAB
Implementation – Configurable the admin includes
triggers, rank, data NLP, associations and connections
Relevent Triggers, influence scoring and qualification
process
What is out of box, what is configurable by User, what
we can
What kind of metrics can you collect?
What areas can these data points can influence?
Scoring, segment/lists etc
reference

37. Benefits of Feature Set
• Maturity and scale is key
• Configuring and applying data insight in an
automated.
• Aggregate is saving time
• Triggers determine priority – intelligence
• Trends support workflow and other integrated
workflows

38. Q&A

39. Brenda Potter Phelan
Founder
LegacyTracker

40. 40
B2B
For Providers:
LegacyTracker is a branded online financial &
estate organizing solution for clients, account
holders or members that enables more
valued, loyal & profitable relationships.
Client Advocacy builds Attraction,
Engagement & Loyalty
B2C
For Consumers (Users)
LegacyTracker helps individuals & families bring all
of their important information & documents
together in an simple ,organized way in a central,
accessible & secure location.
Simplify, Safeguard, Share, Succeed

41. 41
B2C and B2B
For Consumers (Users)
LegacyTracker is just like your filing cabinet except…
 It’s super organized with all of your important info & documents
 It’s accessible from anywhere yet secure
 It allows you to share some or all of your important info with loved ones or advisors
 It enables you to track your net worth & reminds you of outdated or missing info
Simplify, Safeguard, Share, Succeed
For Organizations (Providers)
For Financial or Member based Organizations or Financial/Legal Service Providers……
LegacyTracker is a brand differentiating financial & estate organizing solution that
enables clients, account holders or members to simplify, safeguard, share & succeed
allowing for more valued, loyal & profitable relationships.
Client Advocacy builds Attraction, Engagement & Loyalty

42. 42
In 2 minutes
Explainer Video
Helped along with a funding award from Haltech

43. 43
B2C Problems

44. 44
B2B Problems

45. 45
B2B Problems

46. 46
Solution Underlying ‘magic’
A simple, secure & meaningful financial organizing solution for clients (& their families)
that will benefit the organizations & the trusted providers that they deal with.
Key Features:
• Bank like security encryption
• Simple, intuitive dashboard
• Built in/flexible templates
• Attach important documents
• Net worth tracker to monitor
progress
• Flexible online sharing with loved
ones or advisors
• Flexible printing/save features
• Built in alerts to minimize missing
or outdated info
• A 360 degree view for clients of
their financial life
• Simple but comprehensive

47. 47
The LegacyTracker business model
Fin Inst/Fin or Estate Services/
Member Org/Gov’t/EAP seek to expand
customer relationships & build value
Users seek one simple place to organize, secure &
share info & documents that will better help them
plan, manage to do’s, clarify progress ( net worth) &
safeguard their legacy.
Legacy Tracker helps financial organizations
• Differentiate brand in a competitive market
• Enhance/Extend/Show value in client
relationships
• Become a better ‘partner’ for consumers
(advocacy) by providing tools to enhance planning
& safeguard assets for family
• Maximize funds for banking/investment by
helping reduce risk of lost assets for clients
• Build a bridge to 2nd generation/reduce risk of
inter-generational transfers
• Be more relevant to younger generations
• Provide better marketing tools to advisors
working w clients
• Gain deeper insight into client needs
• Increase opportunities to regularly connect with
clients & “do more”
Legacy Trackers helps users:
• Simplify busy lives/Gain
empowerment & put some order to
important info & documents & be
more open to fin/estate planning
• Clarify tasks/track progress
towards goals
• Open up family discussions about
final wishes & planning/info
• Reduce risk of unclaimed funds
• Minimize gaps in fin/estate plans
• Increase likelihood of reaching their
financial, retirement and estate
goals
• Be better prepared for emergencies
which are all on the rise (death,
incapacity, identity theft, physical
disaster, or natural disaster)
.

48. 48

49. Brenda Potter Phelan Alrux-Ruxandra & Alex Bucataru
• Outsourced Development, UI/Branding
• Passion for elegant programming, user experience & visual
design
• Also founders of Enthuzr-a customer success platform for SAAS
businesses
49
We are:
• CEO/Founder
• 20+ years as an Accountant, Certified Financial Planner &
Advocate of many causes (many)
• Worrier about the alarming increase in unclaimed financial
assets & a general lack of engagement in financial planning
• Moved from worrying about clients leaving too much tax on the
table to ‘the world’ leaving too many financial assets behind
• ‘Advocate for Unclaimed Property legislation that all Canadians
could benefit from ($4-$6B problem in Canada/$58B in the US)

50. 50
A Short story in screen shots

51. 51
A Short story in screen shots

52. 52
A Short story in screen shots

53. 53
We see:
Opportunities in Multiple Segments
Legacy tracker
Multiple segment
opportuniities
Wealth
Management and
Asset
Management
firms
Financial
Institutions
(Banks, Credit
Unions, Trust
Companies)
Estate
Professionals
(Lawyers,
Accountants,
Funeral providers)
Government
(FCAC/Canada
Post etc.)
Employee
Assistance
Programs AND
Financial
Educators
Member based
organizations
(CARP/AARP, CPA,
CAA etc)

54. 54
Later …
LegacyTracker 2.0
+ (next)
Aggregation
of data
Mobile
Financial
Planning/Goal
setting
Online
Community of
Fin/Estate
Experts
Global
opportunities
Unclaimed
Property
Registry

55. 55
Legacy Tracker is nearing beta release & seeking customer validation (input!)
to ensure we have the right product/market fit to make a difference with the
many challenges facing both consumers & providers. Connect with us:
Website (a work in progress):
http://legacytracker.com
Where are we?
1.5 minute explainer video for Legacy Tracker
http://bit.ly/1pMGVKI
Social media:
Twitter: legacytracker
Facebook: www.facebook.com/LegacyTracker
LinkedIn: ca.linkedin.com/in/brendapotterphelan

56. Q&A

57. Next Meetups
Silicon Peel Meetup #20
• Date: October 23, 2014
• Time: 7:00pm-9:30pm
Location: RBC
Address: 6880 Financial Drive,
Mississauga ON
• Topic: Tech Trends that will
Change Business in 3 Years
• Registration via
Eventbrite.com or Meetup.com
Silicon Halton Meetup #60
• Date: October 14, 2014
• Time: 7:00pm
Location: O’Finn’s Irish Temper
Address: 136 Church St,
Oakville ON
• Topic: Sell Smarter, Sell Faster
with CPQ
• Registration via Eventbrite