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

    • 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 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
    • 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 B2B Buyer
    • 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 friendships or romantic relationships.
    • 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