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Invisible
Sale
@TomMartin
Winning the
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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
‘ ‘
’ ’
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Self Educating
Buyers
@TomMartin
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your buyer is invisible
@TomMartin
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your buyer is invisible
@TomMartin
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70%
Google ZMOT
of Americans say they look at product
reviews BEFORE making a purchase
@TomMartin
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10.4
Google ZMOT
Average number of sources consulted
BEFORE making a purchase
@TomMartin
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5.8
Google ZMOT
restaurant selection
@TomMartin
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18.2
Google ZMOT
automotive purchase
@TomMartin
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77%
DemandGen 2012 Report
of B2B Buyers conduct research BEFORE
contacting a salesperson
@TomMartin
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57%
Corporate Executive Board Study
how far B2B buyers progress BEFORE
contacting a salesperson
@TomMartin
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51%
DemandGen 2012: Inside The Mind of the B2B Buyer
of buyers that form a short list BEFORE
contacting any vendors
@TomMartin
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If you’re not Digital you’re DEAD
@TomMartin
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What’s the solution?
@TomMartin
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share originally produced, educational content
@TomMartin @TomMartin
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so why isn’t everyone doing this?
@TomMartin @TomMartin
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Painless Prospecting
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The greater physical (or psychological)
proximity between people, the greater the
chance that they will form friendships or
romantic relationships.
PROPINQUITY
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Aware >> Know >> Like >> BUY
PROPINQUITY
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Funnel Optimized
W ebsite
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Funnel Optimized Website send you buying signals
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Where do they turn for
information and assistance?
Propinquity Points
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Propinquity Points
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Propinquity Points
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Propinquity Points
target rich
environment
values that content
viral pass along
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Embassies
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Outposts
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Everyone’s Blog
Is my Blog
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Taco Truck Content Strategy
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The secret to content
creation mastery.
Cornerstones & Cobblestones
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Content Ecosystem Planning
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awesome may get shared,
but helpful gets bought. @TomMartin
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@TomMartin
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Let the tools do the
heavy lifting.
Creating Cobblestones
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6 Tips video | photo | audio | text | webinar
@TomMartin
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Hollywood in Your Pocket
shoot, edit, produce and publish — all from your phone
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Hollywood in Your Pocket
52-week video blog produced entirely on an iPhone
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Going beyond Instagram
Shot and retouched on an iPhone using a 99 cent app
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Mobile Recording Studio
GarageBand + USB Mic + Apple Camera Connection Kit
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Just Say It: for more text content
Combine with mobile app to turn car time into writing time.
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Never Present Anything Once
If you can see it… you can record it.