This document summarizes a presentation about using data-driven online marketing strategies to achieve success with a small budget, similar to the 2002 Oakland A's baseball team. The presentation outlines challenges small businesses face from larger competitors and offers tips to assemble a winning marketing team by understanding prospects, crafting the right message and image, optimizing a website, creating relevant content, targeting keywords, and building social media relationships. Attendees are encouraged to complete worksheets to analyze their prospects and marketing strategies.

1. Where Conversation Leads
to Commerce
The Moneyball Effect:
Win the Size War With
Effective Online Marketing
Wednesday, March 28
11:30 a.m. – 12:30 p.m.
Milano VI

2. Where Conversation Leads
Speakers
Angela Leavitt
Chief Mojo-Making Officer
Mojo Marketing
Brian Leonard
Chief Mojo-Fying Officer
Mojo Marketing

3. Where Conversation Leads
Have You Seen Moneyball?

4. Where Conversation Leads
The Moneyball Story
• 2002 Oakland A’s, lowest budget in baseball
• Top 3 players taken by NYC & Boston
• Used creative analytics and “ninja” tactics to
choose replacements
• Singular focus: “Get On Base”
• Broke the record for longest winning streak
• Billy Beane (GM) offered highest salary in
history

5. Where Conversation Leads
“The Moneyball Effect” Defined
• Achieving massive results on a low budget
• Employing creative “ninja” tactics to outsmart
the competition
• Using data & statistics to track progress and
make adjustments

6. Where Conversation Leads
Top Challenges Facing Agents
• The “Giants”
– Stockpiles of cash
– Hungry, demanding investors.
– Massive Networks
– Big Marketing Budgets
– Mergers & Acquisitions
This is, of course, OUT of your control…

7. Where Conversation Leads
Top Challenges Facing Agents
• More Agents Entering the Market
• Moore’s Law
– Technology getting faster and less expensive
exponentially
– Must sell more to make the same
• The Web – BIG game changer
– Social Media
– Google
This is also OUT of your control…

8. Where Conversation Leads
Top Challenges Facing Agents
• Outdated or homemade web presence
– Nearly half of consumers base a company’s credibility on
the visual appeal of their website.
• Lack of action or movement
• Out of sight, out of mind
• Inconsistent messaging
• Inconsistent image
All of this…YOU CAN CONTROL!!

9. Where Conversation Leads
Our Client’s Heartbreaking Story
• Robert went up against a carrier
• Lost the deal worth $70k/mo.
• Was told he lost it because he looked too
“mom & pop”

10. Where Conversation Leads
The Good News Is…
It’s never been easier & more cost-effective to
• Appear larger
• Appear more professional
• Reach a wider audience
• Reach your exact target
You just have to know WHAT to do,
and HOW to do it!

11. Where Conversation Leads
Assemble Your Winning Team
• The Batter
• The Bat
• Home Base
• The Baseball
• The Field
• The Players
• Uniforms

12. Where Conversation Leads
The Batter: Your Prospect
• Everything starts
here.
• You must study him!
• Who is he?
• What are his stats?
• In this game, we
WANT him to hit the
ball.

13. Where Conversation Leads
Batter Activity
Refer to your worksheet!

14. Where Conversation Leads
The Bat: Your Prospect’s Needs
• Needs
• Desires
• Fears
• Dreams
Do the bat and the ball connect?
Are you pitching the right content?

15. Where Conversation Leads
Bat Activity
Refer to your worksheet!

16. Where Conversation Leads
Uniforms: Your Image
What does your image say?
Image includes:
• Website
• Collateral
• Business Cards
• Apparel
• And more…

17. Where Conversation Leads
Uniforms: Your Image

18. Where Conversation Leads
Uniforms: Your Image
• High-res graphics
• Organization & design
• Effective copy
– Forget features, it’s all about BENEFITS, baby!
• Headers & Footers

19. Where Conversation Leads
Home Base: Your Website
• Your website must
demonstrate:
– Steadiness
– Dependability (not going
anywhere)
– Weight/power
– Reality

20. Where Conversation Leads
Home Base: Your Website
You should have:
• Access
• Good, professional design
• Testimonials
• Awards, Certifications, Clubs, Partners

21. Where Conversation Leads
The Baseball: Relevant Content
This is what you “pitch” to the
prospect to establish thought
leadership
• Blog posts
• Newsletters
• Case Studies/White Papers
• Online Articles
• Online Reviews

22. Where Conversation Leads
The Playing Field: The Web
Where the majority of the game is played!
How to be found on the field:
• Conduct keyword research
– What are your prospects searching for?
– What answers do they need?
• Include those keywords in:
– Website
– Blogs
– Social Media Posts

23. Where Conversation Leads
Web Activity
Refer to your worksheet!

24. Where Conversation Leads
The Players: Social Media Relationships
It’s the players that pass the ball (your
content)around.
Use:
• LinkedIn
• Twitter
• Facebook
• YouTube
• Google+

25. Where Conversation Leads
The Players: Social Media Relationships
Connect with:
• Industry leaders
• Media people
• Partners
• Current customers
• Prospects
This goes for telecom as well as vertical markets

26. Where Conversation Leads
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