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Be a Database Marketing Mind Reader


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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?

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Be a Database Marketing Mind Reader

  1. 1. • To join the audio portion of this webinar: Call: +1 (646) 307-1722 Access code: 354-278-506• 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 at SalesEngine International and he is the visionary behindthe organization’s innovative services. He has 15years experience founding start-ups and as a seniorexecutive in a Fortune 500 company. Mike is aYellow Belt in Six Sigma and is a nationallyrecognized speaker on b2b demand 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 artMind reading experiment 1. Think of a number between 1 and 10 2. Multiply that number by 9 3. 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 number 5. 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 letter 7. Think of an animal that starts with the last letter of that country 8. 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 art• SCIENCE - Questions 1-5 lead to the #4• SCIENCE - 4th letter in alphabet is “D”• SCIENCE & ART – Only 4 counties in world begin 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 most easily to mind• ART – 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 profileStart w/Science… predictable & provable• Company Characteristics – Industry – Geography – Revenue – Employees• Personal 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 & behaviorsKeywords & 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: 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 offer If you are interested in taking a closer look at Sales Engine‟s Integrated Marketing Infographic, visit to download a copy.