neuromarketing: creating content campaigns that push the mental buy button

© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma

NEUROMARKETINGCREATING CONTENT CAMPAIGNS THATPUSH THE MENTAL BUY BUTTONSPEAKER: DAVID LEWIS, CEO | DEMANDGEN INTERNATIONAL, INC.

Hosted by:

BUY


Source: Salesbrain.com


Look at the words and SAY THE COLOR YOU SEE for each word:

RED WHITE GREEN BLUE BLACKGREEN RED BROWN WHITE BLUE

RED WHITE GREEN BLUE BLACKGREEN RED BROWN WHITE BLUEBLACK BLUE WHITE BROWN RED

Now try this group and experience the conflict in your brain:


Do you know the pains, claims, and gains?


YOU PROSPECT

COMPETITION

Source: Conversations That Win The Complex Sale


YOU PROSPECT

COMPETITION

Value Parity



YOU PROSPECT

COMPETITION

Your Value Wedge

Unique

ImportantTa

ngib

le



YOU PROSPECT

COMPETITION

Competitive Wedge



How many Neuromarketing techniques are being used? Many!


Great example of Neuromarketing visual that reinforces message


Good Neuromarketing example of emotion and self-centered


Good Neuromarketing tangible examples for security


LEAD NURTURING WITH CONTENT


The DemandGen Framework™A holistic model for engaging prospects and clients.

Customer Expansion

Customer Acquisition

Inquiry

Marketing Qualified Lead

Sales Accepted Lead

Opportunity

Customer

Client

Adopter

Loyalist

Advocate

CustomerNurturing

LeadNurturing


• Segment

• Goal

• Content

• Timing • Measurement

Step 1: Draft a Lead Nurture Project Brief

It’s A: Simple Guide Containing The Messages


Step 2: Neuromarketing Content for Nurturing

1. First Touch: Entering expense data into spreadsheets sucks

2. Second Touch: Tracking paper receipts is a hassle

3. Third Touch: Getting reimbursed is slow

Call to Action: Content DownloadAsset: 5 Reasons Why A Spreadsheet is a Horrible Way to Create & Submit Expenses


Step 3: Leverage Your Content Inventory


Step 4: 1. Draft the nurture flow2. Build the program in themarketing automation system.


Step 5 : Create the Nurture Assets


1. Suspect2. Inquiry3. MQL/MDR Working4. Recycle

Step 6 : Repeat for each segment and key funnel stages


1. Suspect2. Inquiry3. MQL/MDR Working4. Recycle


You can learn more on:- Marketing Automation- CRM- Sales & Marketing Alignment- Demand Funnel- Lead Nurturing- Lead Scoring- Measurement

Free ebook available at: www.ManufacturingDemand.com


8 Key Takeaways1. Know the pains, gains, and claims2. Create engaging and purposeful content3. Trigger the brains 6 stimuli with Neuromarketing4. Follow the 6 steps to great nurturing5. Nurture the upper funnel, lower funnel, and recycle 6. Be agile: plan, pilot, perfect7. Measure against goals8. Get your team help

www.demandgen.com

http://www.demandgen.com/


Thank You!DemandGen International, Inc.CEO | David Lewis

[email protected] @demandgendave

Questions?

SoCalBMA.org