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For Today’s Presentation
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?
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
Part science.. Part artMind reading experiment
Who’s thinking of…Kangaroos eating oranges in Denmark
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
Part science.. Part art
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
Build a profileAdd some art… for context & color
• 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
Forensic evidence & behaviorsKeywords & web traffic
Flush out the full profile…Buyer’s journey
• 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…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 ReaderMike VannoyChief Operating OfficerSales Engine International
Website: www.salesengineintl.comBlog: www.salesengineintl.com/blog Email: [email protected]: @MikeVannoy
Q&A
• If you have a question for Mike, please type your question in the Q&A section of the meeting window. (found under “Tools” menu)
• Your question will be answered in the order it was received.
• If we don’t get to your question due to time restrictions, we apologize and will email you a response shortly after the session has ended.
Q&A – Infographic offer
If you are interested in taking a
closer look at Sales Engine’s
Integrated Marketing
Infographic, visit
www.salesengineintl.com to
download a copy.
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