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

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Post on 01-Sep-2014

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  • TomMartin @ Winning the Invisible Sale
  • 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
  • TomMartin @ Self Educating Buyers
  • your buyer is invisible TomMartin @
  • your buyer is invisible TomMartin @
  • TomMartin @ 70% of Americans say they look at product reviews BEFORE making a purchase Google ZMOT
  • TomMartin @ 10.4 Average number of sources consulted BEFORE making a purchase Google ZMOT
  • TomMartin @ 5.8 restaurant selection Google ZMOT
  • TomMartin @ 18.2 automotive purchase Google ZMOT
  • TomMartin @ 77% of B2B Buyers conduct research BEFORE contacting a salesperson DemandGen 2012 Report
  • TomMartin @ 57% how far B2B buyers progress BEFORE contacting a salesperson Corporate Executive Board Study
  • TomMartin @ 51% of buyers that form a short list BEFORE contacting any vendors DemandGen 2012: Inside The Mind of the B2B Buyer
  • TomMartin @ If youre not Digital youre DEAD
  • TomMartin @ Whats the solution?
  • TomMartin @ share originally produced, educational content
  • TomMartin @ so why isnt everyone doing this?
  • Blinded by Experience by Stewf
  • Painless Prospecting
  • PROPINQUITY 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
  • Getting Started by Halans
  • Funnel Optimized Website
  • Funnel Optimized Website send you buying signals
  • Propinquity Points Where do they turn for information and assistance?
  • Propinquity Points
  • Propinquity Points
  • Propinquity Points target rich environment values that content viral pass along
  • Embassies
  • Outposts
  • Everyones Blog Is my Blog
  • Taco Truck Content Strategy
  • Cornerstones & Cobblestones The secret to content creation mastery.
  • Content Ecosystem Planning
  • awesome may get shared, but helpful gets bought. @ TomMartin
  • @ TomMartin
  • Creating Cobblestones Let the tools do the heavy lifting.
  • TomMartin @ 6 Tips video | photo | audio | text | webinar
  • 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.
  • Tom@ConverseDigital.com TheInvisibleSale.com @TomMartin