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

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

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