What can you tell about a prospect from their lead record in your database? Some marketers can look at a lead record and draw some pretty keen insights into what challenges that prospect faces and what is probably keeping him up at night. Would your database marketing strategy benefit from a little clairvoyance? Mike Vannoy, COO of Sale Engine International, provides tips on how to become a database marketing mind reader. You can view the webinar here: http://forms.salesengineintl.com/MTC_Common/mtcURLSrv.aspx?ID=21004&Key=AE716183-E98A-42BC-AC58-E19FA197843A&URLID=23562&mtcPromotion=19241

2. For Today‟s Presentation
• To join the audio portion of this webinar:
Call: 1-877-739-5903
Access code: 266-675-404
• We will start promptly
at 1:00 PM EST
• Your phones are muted.
Please use the Q&A
function of the meeting
window. (found under “Tools” menu)

3. 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.

5. 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

6. Part science.. Part art
What does it takes to be a mind reader?

7. 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

8. Who‟s thinking of…
Kangaroos eating oranges in Denmark

9. 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

10. 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

11. Build a profile
Start w/Science… predictable & provable
Company Characteristics
– Industry
– Geography
– Revenue
– Employees
Personal Characteristics
– Title
– Function

12. Build a profile
Add some art… for context & color
Demographics Psychographics
• 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?

13. Forensic evidence & behaviors
Keywords & web traffic

14. 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?

15. 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

16. Flush out the full profile(s)

17. Watch behavior & plan to intercept

18. 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

19. 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

20. Mike Vannoy
Chief Operating Officer
Sales Engine International
Website: www.salesengineintl.com
Blog: www.salesengineintl.com/blog
Email: mike.vannoy@salesengineintl.com
Twitter: @MikeVannoy

21. 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.

22. 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.