neuromarketing: creating content campaigns that push the mental buy button
DESCRIPTION
Technology isn’t the only breakthrough science of modern marketing. Neuromarketing – the science behind human decision is helping marketing and sales teams improve their content to “push the mental buy button” of their prospects. This engaging session covered the principles of Neuromarketing and how to apply them to your overall content strategy and lead nurture programs. This was the keynote presentation by David Lewis, CEO at DemandGen International at "The Content Marketing Forum" hosted by SoCal BMA, August 6, 2014, in Newport Beach, CA -- as part of 'The Leading Edge' signature executive event series.TRANSCRIPT
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
NEUROMARKETINGCREATING CONTENT CAMPAIGNS THATPUSH THE MENTAL BUY BUTTONSPEAKER: DAVID LEWIS, CEO | DEMANDGEN INTERNATIONAL, INC.
Hosted by:
BUY
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
Source: Salesbrain.com
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
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:
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
Source: Salesbrain.com
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
Do you know the pains, claims, and gains?
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
YOU PROSPECT
COMPETITION
Source: Conversations That Win The Complex Sale
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
YOU PROSPECT
COMPETITION
Value Parity
Source: Conversations That Win The Complex Sale
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
YOU PROSPECT
COMPETITION
Your Value Wedge
Unique
ImportantTa
ngib
le
Source: Conversations That Win The Complex Sale
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
YOU PROSPECT
COMPETITION
Competitive Wedge
Source: Conversations That Win The Complex Sale
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
Source: Salesbrain.com
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
How many Neuromarketing techniques are being used? Many!
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
Great example of Neuromarketing visual that reinforces message
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
Good Neuromarketing example of emotion and self-centered
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
Good Neuromarketing tangible examples for security
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
LEAD NURTURING WITH CONTENT
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
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
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
• Segment
• Goal
• Content
• Timing • Measurement
Step 1: Draft a Lead Nurture Project Brief
It’s A: Simple Guide Containing The Messages
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
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
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
Step 3: Leverage Your Content Inventory
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
Step 4: 1. Draft the nurture flow2. Build the program in themarketing automation system.
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
Step 5 : Create the Nurture Assets
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
1. Suspect2. Inquiry3. MQL/MDR Working4. Recycle
Step 6 : Repeat for each segment and key funnel stages
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
1. Suspect2. Inquiry3. MQL/MDR Working4. Recycle
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
1. Suspect2. Inquiry3. MQL/MDR Working4. Recycle
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
1. Suspect2. Inquiry3. MQL/MDR Working4. Recycle
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
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
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
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
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
Thank You!DemandGen International, Inc.CEO | David Lewis
[email protected] @demandgendave
Questions?
SoCalBMA.org
© 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma