For Today‟s Presentation• To join the audio portion of this webinar:  Call: 1-877-739-5903  Access code: 266-675-404• We w...
Mike VannoyChief Operating OfficerSales Engine InternationalMike is responsible for all client operations atSales Engine I...
Agenda• The Art & Science of Mind Reading• Be a profiler   • Start with the facts   • Use forensic evidence & behaviors   ...
Part science.. Part artWhat does it takes to be a mind reader?
Part science.. Part art                     Mind reading experiment1.   Think of a number between 1 and 102.   Multiply th...
Who‟s thinking of…Kangaroos eating oranges in Denmark
Part science.. Part artSCIENCE - Questions 1-5 lead to the #4SCIENCE - 4th letter in alphabet is “D”SCIENCE & ART – Only 4...
Less like a mind reader…         More like a profiler• Build a profile• Broaden the profile using  forensic evidence &  be...
Build a profile                   Start w/Science… predictable & provableCompany Characteristics   –   Industry   –   Geog...
Build a profile               Add some art… for context & color   Demographics                            Psychographics• ...
Forensic evidence & behaviors       Keywords & web traffic
Flush out the full profile…                                        Buyer‟s journey• What high % business  challenge does s...
Flush out the full profile…           Media choices   • NOT “which device”     does she     prefer, think…      – First sc...
Flush out the full profile(s)
Watch behavior & plan to intercept
Marketing Automation‟s role • More than just   “automation” • Triggered action based   on real-time behaviors    – Drip/Nu...
Summary• Mind Reading – an Art and a Science• Develop Content Strategy for Personas &  Segments• Find Alternative Ways to ...
Mike VannoyChief Operating OfficerSales Engine InternationalWebsite: www.salesengineintl.comBlog: www.salesengineintl.com/...
Q&A•   If you have a question for    Mike, please type your question    in the Q&A section of the    meeting window. (foun...
Q&A – Infographic offerIf you are interested in taking acloser look at Sales Engine‟sIntegrated MarketingInfographic, visi...
Be a Database Marketing Mind Reader with Persona and Segment Intelligence
Be a Database Marketing Mind Reader with Persona and Segment Intelligence
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Be a Database Marketing Mind Reader with Persona and Segment Intelligence

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What can you tell about a prospect from their lead record in your database? Some marketers can look at a lead record and draw some pretty keen insights into what challenges that prospect faces and what is probably keeping him up at night. Would your database marketing strategy benefit from a little clairvoyance? Mike Vannoy, COO of Sale Engine International, provides tips on how to become a database marketing mind reader.

You can view the webinar here: http://forms.salesengineintl.com/MTC_Common/mtcURLSrv.aspx?ID=21004&Key=AE716183-E98A-42BC-AC58-E19FA197843A&URLID=23562&mtcPromotion=19241

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  • Mike: Thanks Jeff…..
  • Be a Database Marketing Mind Reader with Persona and Segment Intelligence

    1. 1. For Today‟s Presentation• To join the audio portion of this webinar: Call: 1-877-739-5903 Access code: 266-675-404• We will start promptly at 1:00 PM EST• Your phones are muted. Please use the Q&A function of the meeting window. (found under “Tools” menu)
    2. 2. Mike VannoyChief Operating OfficerSales Engine InternationalMike is responsible for all client operations atSales Engine International and he is thevisionary behind the organization’s innovativeservices. He has 15 years experience foundingstart-ups and as a senior executive in a Fortune500 company. Mike is a Yellow Belt in Six Sigmaand is a nationally recognized speaker on b2bdemand generation.
    3. 3. Agenda• The Art & Science of Mind Reading• Be a profiler • Start with the facts • Use forensic evidence & behaviors • Set a plan to intercept them• Marketing Automation: More than an Enabler• Conclusions
    4. 4. Part science.. Part artWhat does it takes to be a mind reader?
    5. 5. Part science.. Part art Mind reading experiment1. Think of a number between 1 and 102. Multiply that number by 93. If the result is a 2-digit number, add the digits together (i.e. for 35 add 3+5=8, etc.)4. Subtract 5 from that number5. Determine which letter of the alphabet corresponds to your number: i.e. 1=a, 2=b, 3=c, etc.6. Think of a country that starts with that letter7. Think of an animal that starts with the last letter of that country8. Think of a fruit that starts with the last letter of the animal‟s name
    6. 6. Who‟s thinking of…Kangaroos eating oranges in Denmark
    7. 7. Part science.. Part artSCIENCE - Questions 1-5 lead to the #4SCIENCE - 4th letter in alphabet is “D”SCIENCE & ART – Only 4 counties in worldbegin w/”D” (Denmark, Djibouti, Dominica & Dominican Republic)SCIENCE & ART – Few animals begin with“K” and Kangaroo is most common (Kiwi,Koala, Killer Whale, etc.)SCIENCE & ART – „Orange comes mosteasily to mindART – Making participants feel “the magic”without the disappointment of feeling tricked
    8. 8. Less like a mind reader… More like a profiler• Build a profile• Broaden the profile using forensic evidence & behaviors• Flush out the full profile – What they look like – How they behave – What drives them• Watch behavior & plan to intercept
    9. 9. Build a profile Start w/Science… predictable & provableCompany Characteristics – Industry – Geography – Revenue – EmployeesPersonal Characteristics – Title – Function
    10. 10. Build a profile Add some art… for context & color Demographics Psychographics• What are their interests? Career paths? Professional goals?• What keeps them up at night?• How do they influence the buying process? Who influences them in the buying process?• What do they read? Where do they go to learn?
    11. 11. Forensic evidence & behaviors Keywords & web traffic
    12. 12. Flush out the full profile… Buyer‟s journey• What high % business challenge does she face?• How will she go about solving that challenge?• How will she evaluate her options?• Why are you her best alternative to solve that business challenge?
    13. 13. Flush out the full profile… Media choices • NOT “which device” does she prefer, think… – First screen – Primary screen – Media mix • Where she lives digitally • Non-digital mediums
    14. 14. Flush out the full profile(s)
    15. 15. Watch behavior & plan to intercept
    16. 16. Marketing Automation‟s role • More than just “automation” • Triggered action based on real-time behaviors – Drip/Nurture – Auto-respond – Sales Alerts • Analytics.. What‟s working and what‟s not
    17. 17. Summary• Mind Reading – an Art and a Science• Develop Content Strategy for Personas & Segments• Find Alternative Ways to Reach Personas and Segments• Leverage Marketing Automation to Reach Prospects• Extract Insights from Marketing Automation to Dive Deeper into the Minds of Prospects• Deliver Answers to their Unique Pains• Repeat, Repeat, Repeat
    18. 18. Mike VannoyChief Operating OfficerSales Engine InternationalWebsite: www.salesengineintl.comBlog: www.salesengineintl.com/blogEmail: mike.vannoy@salesengineintl.comTwitter: @MikeVannoy
    19. 19. Q&A• If you have a question for Mike, please type your question in the Q&A section of the meeting window. (found under “Tools” menu)• Your question will be answered in the order it was received.• If we don’t get to your question due to time restrictions, we apologize and will email you a response shortly after the session has ended.
    20. 20. Q&A – Infographic offerIf you are interested in taking acloser look at Sales Engine‟sIntegrated MarketingInfographic, visitwww.salesengineintl.com todownload a copy.

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