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Today’s Marketing Mind Reader

Mike VannoyChief Operating OfficerSales Engine International

Mike is responsible for all client operations at Sales Engine International and he is the visionary behind the organization’s innovative services. He has 15 years experience founding start-ups and as a senior executive in a Fortune 500 company. Mike is a Yellow Belt in Six Sigma and is a nationally recognized speaker on b2b demand generation.

About Sales Engine International

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

Part science.. Part artWhat does it takes to be a mind reader?

Part science.. Part artMind reading experiment

1. Think of a number between 1 and 102. Multiply that number by 93. 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 number5. 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 letter7. Think of an animal that starts with the last

letter of that country8. Think of a fruit that starts with the last letter

of the animal’s name

Who’s thinking of…Kangaroos eating oranges in Denmark

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

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

Build a profileStart w/Science… predictable & provable

• Company Characteristics– Industry– Geography– Revenue – Employees

• Personal Characteristics– Title– Function

• 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?

Demographics Psychographics

Build a profileAdd some art… for context & color

Forensic evidence & behaviorsKeywords & web traffic

• 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?

Flush out the full profile…Buyer’s journey

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

Flush out the full profile(s)

Watch behavior & plan to intercept

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

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

Today’s Marketing Mind Reader

Mike VannoyChief Operating OfficerSales Engine International

Website: www.salesengineintl.comBlog: www.salesengineintl.com/blog Email: mike.vannoy@salesengineintl.comTwitter: @MikeVannoy

Q&A

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