leveraging data-based marketing to find & win the invisible sale

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

‘ ‘

’ ’

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

by Stewf

Blinded by Experience

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

by Halans

Getting Started

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.

Tom@ConverseDigital.com

TheInvisibleSale.com

@TomMartin