leveraging data-based marketing to find & win the invisible sale
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Invisible
Sale
@TomMartin
Winning the
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
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Self Educating
Buyers
@TomMartin
your buyer is invisible
@TomMartin
your buyer is invisible
@TomMartin
70%
Google ZMOT
of Americans say they look at product
reviews BEFORE making a purchase
@TomMartin
10.4
Google ZMOT
Average number of sources consulted
BEFORE making a purchase
@TomMartin
5.8
Google ZMOT
restaurant selection
@TomMartin
18.2
Google ZMOT
automotive purchase
@TomMartin
77%
DemandGen 2012 Report
of B2B Buyers conduct research BEFORE
contacting a salesperson
@TomMartin
57%
Corporate Executive Board Study
how far B2B buyers progress BEFORE
contacting a salesperson
@TomMartin
51%
DemandGen 2012: Inside The Mind of the B2B Buyer
of buyers that form a short list BEFORE
contacting any vendors
@TomMartin
If you’re not Digital you’re DEAD
@TomMartin
What’s the solution?
@TomMartin
share originally produced, educational content
@TomMartin @TomMartin
so why isn’t everyone doing this?
@TomMartin @TomMartin
Painless Prospecting
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
PROPINQUITY
Funnel Optimized
W ebsite
Funnel Optimized Website send you buying signals
Where do they turn for
information and assistance?
Propinquity Points
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
The secret to content
creation mastery.
Cornerstones & Cobblestones
Content Ecosystem Planning
awesome may get shared,
but helpful gets bought. @TomMartin
@TomMartin
Let the tools do the
heavy lifting.
Creating Cobblestones
6 Tips video | photo | audio | text | webinar
@TomMartin
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.
