Influ2 Intro to Person-Based Marketing

hi i'm toby pannell and i'm here today to talk to you about the challenges of reaching out to those customers those dream customers those hard-to-reach customers and the products that i've used in the past uh is called influential you can google this one and it works on this basic basis of this concept called person-based marketing we're familiar with the idea of account based marketing and it goes beyond that it goes to the next stage um so let's look at the scenario here okay so uh we we're sales people right we hope you know what we're doing when it comes to approaching customers uh we understand our messaging the value proposition etc um the biggest challenge for me has always been how do you get your message delivered to the right people at the right time and timing is everything in sales as we

know you know so traditionally uh if we look at our target customer um and the the different uh personnel within that organization we have the decision makers we have the influence and so and so on so what we tend to do is um i'm a little bit old school so i'll normally kind of reach out with a telephone first of all um you know i might try one or two people if i can get hold of them it's challenging uh especially in these uh you know recent year where where people have been working remotely um telephone systems don't always get through to them uh and a lot of uh there's a lot of wastage in terms of of time um email again you know we're you know bombarding people with email more and more these days uh you know it's very difficult uh for for us to to get that that pervasiveness that we need and the same with things like linkedin now i've found that linkedin does work from time to time but again it's it's you know fairly

passive in a way it doesn't really give us a great deal of insight that actually who's um who's looking and reading and absorbing our message so i find that that generally time is the killer right i'm wasting a lot of time trying to identify number one who's actually interested and when they're interested all right so um let's give these people some names mary sue john the first the first thing here is just that we've identified the problem and now i'm going to explain how the solution works to overcome this challenge okay so what we have here we have our target customers we've identified those already and we would normally store our

data in a crm system i think we're all familiar with how that works uh one thing to know about info 2 in terms of what this solution needs in order to target uh your contacts the information is as simple as uh the you know the the name of the of the contact the company they work any other additional information is useful the m32 algorithm uh essentially builds up a digital footprint of that target contact so over time it will be able to identify when and where they are online so for example if they're on facebook um checking out how their kids are doing et cetera we'll be able to we'll better serve an advertisement directly to that person when they're actually physically online on facebook so yeah so this is where uh where we transport the data to

and from then on what we're really aiming to achieve is to serve advertisements directly to these target contacts so the advertisers would be uh created either by yourselves or we can assist with that and we will then serve the advertisements to to these individuals now what's interesting is within the infinity 2 dashboard over time we can see the interaction that these people have with the advertisements so number one we can obviously see when uh they're watching when they've seen an advertisement and how long they've engaged with it it's a video if it's a video ad we can see how long they watched it for they watch it to the end and so on very quickly we can build up a behavioral score in terms of of how these individual contacts are interacting with with those

adverts what that's going to do it's going to help you to prioritize who's really interested and what we see over time is that people will go back to a piece of content so we'll change the content up we'll maybe create change the messaging slightly and then we'll see further interaction so we can see who [Music] we can see when and we can see what they're interested in now as salespeople i don't need to tell you that this is a huge wake-up call right so the first thing you're going to do when you go through your your influencer dashboard is you're going to see top down who's really engaging in your content and there you go you can reach out to them uh you know ideally on the telephone or via email and statistics that we've seen is that the conversion rate from the traditional forms of sales engagement

to utilizing influence ii is the vehicle to deliver your messaging something like five 3 to 5x your traditional lead generation so very very effective