Neuron-Messaging and Demand Generation

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Neuron-Messaging and Demand Generation

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Using the science of neuromarketing to dramatically increase customer response and lead generation results, personalize customer assets, and empower sales and channel reps to motivate and close......

Using the science of neuromarketing to dramatically increase customer response and lead generation results, personalize customer assets, and empower sales and channel reps to motivate and close customers.

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  • 1. N e u r o n - M e s s ag i n g U s i n g N e u ro m arke tin g t o I n c rea se C u s to m er R e s po n se a n d L e a d G e n erati o n R e s ul ts
  • 2. Aventi Group Founded in 2001 by blue chip company execs Technology client services include:  Product Marketing  Market Strategy  Channel Development  Demand Generation Domain knowledge in IT / technology sector Network of 50+ executive consultants
  • 3. A few clients…
  • 4. Do YOU have Neuron-Messaging? 75% Increase 100% Increase 150% Increase 200% Increase
  • 5. What is Neuron-Messaging? Neuromarketing: hot new scientific trend with some key pieces missing. Neuron-Messaging: proven neuromarketing model with all the pieces working. 5
  • 6. Triune Brain Evolution of the forebrain that dictates all human behavior* Neocortex Logical Brain: responds to “facts & figures” Limbic System Emotional Brain: responds to “heart strings” Reptilian Complex Instinctual Brain: responds to “fight or flight” *The Triune Brain in Evolution by neuroscientist Paul D. MacLean
  • 7. Logical Messaging Neocortex Logical Brain: responds to “facts & figures” (Majority of technology messaging)
  • 8. Emotional Messaging Limbic System Emotional Brain: responds to “heart strings” (Mostly used in consumer messaging)
  • 9. Instinctual Messaging Reptilian Complex Instinctual Brain: responds to “fight or flight” (Mostly used in consumer messaging)
  • 10. Aristotle’s Persuasion Model You must appeal to all three brains to move a customer all the way through the sales process Logical But not equally… Instinctual Emotional
  • 11. Neurons These 3 neurotransmitters dictate all human personality behaviors Which message should be emphasized? Low NOR = More Instinctual Med NOR = More Emotional High NOR = More Logical NOR = Norepinephrine
  • 12. Neuron-Messaging Logical Emotional Instinctual Neocortex Limbic Reptilian Hi NOR Med NOR Low NOR Super-Ego Ego Id Logos Pathos Ethos Blending together the perfect message and sales approach to get customers to say “yes”
  • 13. What’s Your Neuron Profile? Neuron-Messaging leverages professional personality profiling to determine a customer’s norepinephrine level
  • 14. Neuron Asset Creation Message A Current or new assets Message B Edited or created new Message C
  • 15. Basic Neuron Profiling Message A = Message B = Message C = Depending upon which type of messaging customers respond to, and which assets they download, we can determine their basic Neuron Profile
  • 16. Advanced Neuron Profiling Three reasons why customers reveal their Neuron Profiles via surveys: 1. They’re curious about their profiles 2. They’ll receive personalized collateral 3. We use effective Neuron persuasion
  • 17. Neuron Assets Personalized assets can now be delivered to customers based on their Neuron Profile
  • 18. Asset Critique: Without Neuron OR Brief introduction and “global” problem statement backed by research statistics Detailed fact-based solution information with “speeds & feeds” Company accolades and awards Brief Conclusion Closing statement with “light” call to action OR
  • 19. Asset Critique: What’s Wrong? Logical: won’t appeal to others Complaints? Consequences? No Emotional or Instinctual All about ME, not YOU Brief introduction and “global” problem statement backed by research statistics Detailed fact-based solution information with “speeds & feeds” Company accolades and awards Brief Conclusion Closing statement with “light” call to action
  • 20. Asset Critique: With Neuron Instinctual Neuron Profile Instinctual Neuron Messaging Cube Instinctual Neuron Asset
  • 21. Asset Critique: What’s Right? Instinctual but appeals to others Complaints & Consequences Adds Emotional & Logical All about YOU, not ME Neuron-Messaging Personalized Instinctual Neuron Messaging Cube Instinctual Neuron Asset
  • 22. Neuron Sales Enablement Sales Question Matrix Customized sales enablement tools can now be delivered to sales & channel reps based on a customer’s Neuron Profile Only 7.4% of sales tools “exceed expectations” CSO Insights Studies
  • 23. Why do YOU need Neuron-Messaging? 75% Increase 100% Increase 150% Increase 200% Increase
  • 24. Neuron-Messaging Starter-Pack Here’s what you get:         Total Investment: $7,950    Half-day Neuron-Messaging workshop Overview of cutting-edge neuromarketing Neuron elevator pitches & customer personas Neuron messaging templates and “houses” aligned with proven sales methodologies Neuron key words and messaging elements designed to maximize SEO and trigger actions Complete templates for Neuron presentations, brochures, web pages, banner ads, etc. Proven tactics to determine Neuron Profiles Creation of one web / mobile-app survey to determine an Advanced Neuron Profile Creation of one Neuron PowerPoint (12 slides) Neuron story-flow techniques, templates and tactics to turn assets into “best sellers” Three hours of Neuron-Messaging coaching and critiquing
  • 25. Neuron Lead Generation Campaign Here’s what you get: Total Investment: $24,950              GUARANTEED 40 Qualified Opportunities Complete Neuron-Messaging Starter-Pack* Email & Telemarketing lead gen program Creation of 3 Neuron-Messaging emails Email blast setup, execution & management Setup, training, management of telemarketers Comprehensive telemarketing campaign Web-based appointment calendaring system Full Neuron prospect pre-qualification Pre-appointment prospect Scorecard for reps Neuron sales enablement call prep document Detailed lead gen campaign metrics reporting Six hours of Neuron Lead Generation campaign coaching and critiquing *$7,950 value
  • 26. Testimonials “I heard about this Neuron-Messaging thing but I didn’t bother to check it out. Our competitors embraced it and are now eating our lunch.” –YOU “Aventi about this Neuron-Messaging for any technology company. “I heard Group’s workshops are a mustthing and decided I should at least What you’ll learn in one day I did. Our email open and click-through rates explore the benefits. I’m gladcould transform your messaging, channels, promotions, and sales enablement.” doubled and our pipelines tripled.” –YOU –Don Metzger, CEO, Next Input, Inc. “Aventi Group’s workshops are a must for any technology company. What you’ll learn in one day could transform your messaging, channels, promotions, and sales enablement.” –Don Metzger, CEO, Next Input, Inc. “Aventi Group led one of the best workshops I’ve ever attended. Their executives were knowledgeable, entertaining, and inspiring. The templates, examples and processes we received were outstanding.” –William Gouveia, Marketing Director, Booz Allen Hamilton
  • 27. Contact Information Contact info@aventigroup.com today for more information on how Aventi Group can help you increase sales, lower costs, and improve results. “Aventi jumped right in to the fray as the lead product marketer and began helping to drive everything from our overall strategy to communications to marketing execution. The Aventi consultant has been a valuable member of our Symantec marketing team and I would highly recommend them.” — Steve Cullen, Senior Vice President of Marketing, Symantec Corporation