TomMartin

@

Winning the
Invisible
Sale
‘‘

For now, let me just say that a strategic inflection
point is a time in the life of the business when its
fundamentals...
TomMartin

@

Self
Educating

Buyers
your buyer is invisible

TomMartin

@
your buyer is invisible

TomMartin

@
TomMartin

@

70%
of Americans say they look at product
reviews BEFORE making a purchase

Google ZMOT
TomMartin

@

10.4
Average number of sources consulted
BEFORE making a purchase

Google ZMOT
TomMartin

@

5.8
restaurant selection

Google ZMOT
TomMartin

@

18.2
automotive purchase

Google ZMOT
TomMartin

@

77%
of B2B Buyers conduct research BEFORE
contacting a salesperson

DemandGen 2012 Report
TomMartin

@

57%
how far B2B buyers progress BEFORE
contacting a salesperson

Corporate Executive Board Study
TomMartin

@

51%
of buyers that form a short list BEFORE
contacting any vendors

DemandGen 2012: Inside The Mind of the B...
TomMartin

@

If you’re not

Digital

you’re DEAD
TomMartin

@

What’s the

solution?
TomMartin

@

share originally produced, educational content
TomMartin

@

so why isn’t everyone doing this?
Blinded by Experience
by
Stewf
Painless Prospecting
PROPINQUITY
The greater physical (or psychological)
proximity between people, the greater the
chance that they will form f...
PROPINQUITY
Aware >> Know >> Like >> BUY
Getting Started

by
Halans
Funnel
Optimized

Website
Funnel Optimized Website
send you buying signals
Propinquity Points
Where do they turn for
information and assistance?
Propinquity Points
Propinquity Points
Propinquity Points

target rich
environment
values that content
viral pass along
Embassies
Outposts
Everyone’s
Blog

Is my Blog
Taco Truck Content Strategy
Cornerstones & Cobblestones
The secret to content
creation mastery.
Content Ecosystem Planning
awesome may get shared,
but helpful gets bought.
@

TomMartin
@

TomMartin
Creating Cobblestones
Let the tools do the
heavy lifting.
TomMartin

@

6 Tips
video | photo | audio | text | webinar
Hollywood in Your Pocket

shoot, edit, produce and publish — all from your phone
Hollywood in Your Pocket

52-week video blog produced entirely on an iPhone
Going beyond Instagram

Shot and retouched on an iPhone using a 99 cent app
Mobile Recording Studio

GarageBand + USB Mic + Apple Camera Connection Kit
Just Say It: for more text content

Combine with mobile app to turn car time into writing time.
Never Present Anything Once

If you can see it… you can record it.
Tom@ConverseDigital.com
TheInvisibleSale.com
@TomMartin
Leveraging Data-Based Marketing to Find & Win the Invisible Sale
Leveraging Data-Based Marketing to Find & Win the Invisible Sale
Leveraging Data-Based Marketing to Find & Win the Invisible Sale
Leveraging Data-Based Marketing to Find & Win the Invisible Sale
Leveraging Data-Based Marketing to Find & Win the Invisible Sale
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Leveraging Data-Based Marketing to Find & Win the Invisible Sale

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Leveraging Data-Based Marketing to Find & Win the Invisible Sale

  1. 1. TomMartin @ Winning the Invisible Sale
  2. 2. ‘‘ For now, let me just say that a strategic inflection point is a time in the life of the business when its fundamentals are about to change. They are full-scale changes in the way business is conducted, so that simply adopting new technology or ’’ fighting the competition as you used to may be insufficient. - Andy Grove, 1996
  3. 3. TomMartin @ Self Educating Buyers
  4. 4. your buyer is invisible TomMartin @
  5. 5. your buyer is invisible TomMartin @
  6. 6. TomMartin @ 70% of Americans say they look at product reviews BEFORE making a purchase Google ZMOT
  7. 7. TomMartin @ 10.4 Average number of sources consulted BEFORE making a purchase Google ZMOT
  8. 8. TomMartin @ 5.8 restaurant selection Google ZMOT
  9. 9. TomMartin @ 18.2 automotive purchase Google ZMOT
  10. 10. TomMartin @ 77% of B2B Buyers conduct research BEFORE contacting a salesperson DemandGen 2012 Report
  11. 11. TomMartin @ 57% how far B2B buyers progress BEFORE contacting a salesperson Corporate Executive Board Study
  12. 12. TomMartin @ 51% of buyers that form a short list BEFORE contacting any vendors DemandGen 2012: Inside The Mind of the B2B Buyer
  13. 13. TomMartin @ If you’re not Digital you’re DEAD
  14. 14. TomMartin @ What’s the solution?
  15. 15. TomMartin @ share originally produced, educational content
  16. 16. TomMartin @ so why isn’t everyone doing this?
  17. 17. Blinded by Experience by Stewf
  18. 18. Painless Prospecting
  19. 19. PROPINQUITY The greater physical (or psychological) proximity between people, the greater the chance that they will form friendships or romantic relationships.
  20. 20. PROPINQUITY Aware >> Know >> Like >> BUY
  21. 21. Getting Started by Halans
  22. 22. Funnel Optimized Website
  23. 23. Funnel Optimized Website send you buying signals
  24. 24. Propinquity Points Where do they turn for information and assistance?
  25. 25. Propinquity Points
  26. 26. Propinquity Points
  27. 27. Propinquity Points target rich environment values that content viral pass along
  28. 28. Embassies
  29. 29. Outposts
  30. 30. Everyone’s Blog Is my Blog
  31. 31. Taco Truck Content Strategy
  32. 32. Cornerstones & Cobblestones The secret to content creation mastery.
  33. 33. Content Ecosystem Planning
  34. 34. awesome may get shared, but helpful gets bought. @ TomMartin
  35. 35. @ TomMartin
  36. 36. Creating Cobblestones Let the tools do the heavy lifting.
  37. 37. TomMartin @ 6 Tips video | photo | audio | text | webinar
  38. 38. Hollywood in Your Pocket shoot, edit, produce and publish — all from your phone
  39. 39. Hollywood in Your Pocket 52-week video blog produced entirely on an iPhone
  40. 40. Going beyond Instagram Shot and retouched on an iPhone using a 99 cent app
  41. 41. Mobile Recording Studio GarageBand + USB Mic + Apple Camera Connection Kit
  42. 42. Just Say It: for more text content Combine with mobile app to turn car time into writing time.
  43. 43. Never Present Anything Once If you can see it… you can record it.
  44. 44. Tom@ConverseDigital.com TheInvisibleSale.com @TomMartin
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