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Mike Vannoy
Chief Operating Officer
Sales 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.
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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 art What does it takes to be a mind reader?
Part science.. Part art Mind reading experiment
1. Think of a number between 1 and 10
2. Multiply that number by 9
3. 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 number
5. 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 letter
7. Think of an animal that starts with the last letter of
that country
8. 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 profile Start 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 profile Add some art… for context & color
Forensic evidence & behaviors Keywords & web traffic
• What high % business challenge does she face?
• How will she go about solving that challenge? And 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
• Be a profiler
– Start with Ideal Prospect Profile
– Use analytics to watch behaviors
– Create an editorial calendar to intercept
• Leverage Marketing Automation
• Repeat, Repeat, Repeat
Mike Vannoy
Chief Operating Officer
Sales Engine International
Website: www.salesengineintl.com Blog: www.salesengineintl.com/blog Email: [email protected] Twitter: @MikeVannoy
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