Propensity Modeling: How to Find Your Most Valuable Leads

Does your team keep chasing more leads but can't explain why the pipeline doesn't turn into revenue? This episode is for you. 

Aaron Burnett, founder and CEO of Wheelhouse DMG, built his agency specifically for privacy-first industries like healthcare and medtech, and he walked me through something most agencies can't do: predicting the dollar value of a lead in real time, without ever touching protected health information.

We get into why more leads is the wrong goal for most medtech marketers, how Wheelhouse's real-time propensity modeling drove a 50 percent increase in new customer starts for one large medtech client, and why Aaron's team sometimes tells prospective clients not to spend a dime with them until they fix their product or messaging first.

If you are trying to make sense of measurement in a HIPAA-constrained world, wondering whether your dual funnel of patients and physicians is actually working the way you think it is, or curious about how AI fits into a performance marketing agency without replacing the experts who make it work, you will get a lot out of this conversation.

Key Topics Covered

• "(00:00)" – Introduction
• "(00:07)" – The Go-Giver philosophy
• "(00:10)" – What Wheelhouse does and who it serves
• "(00:13)" – Why more leads is the wrong goal
• "(00:16)" – The double bind of HIPAA-regulated marketing
• "(00:18)" – Inside real-time propensity modeling
• "(00:21)" – Applying propensity modeling to HCP recruitment
• "(00:23)" – Building Compass, Lighthouse, and Sonar instead of buying off the shelf tools
• "(00:29)" – Why ABM starts with the same question Wheelhouse asks
• "(00:29)" – How AI has changed Wheelhouse's work
• "(00:34)" – Using AI to eliminate the boring parts of client reporting
• "(00:37)" – Where to find Aaron and Wheelhouse

Find The Go-Giver book here.

If you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.

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