1. TomMartin
@
Winning the
Invisible
Sale

2. ‘‘
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

3. TomMartin
@
Self
Educating
Buyers

4. your buyer is invisible
TomMartin
@

5. your buyer is invisible
TomMartin
@

6. TomMartin
@
70%
of Americans say they look at product
reviews BEFORE making a purchase
Google ZMOT

7. TomMartin
@
10.4
Average number of sources consulted
BEFORE making a purchase
Google ZMOT

8. TomMartin
@
5.8
restaurant selection
Google ZMOT

9. TomMartin
@
18.2
automotive purchase
Google ZMOT

10. TomMartin
@
77%
of B2B Buyers conduct research BEFORE
contacting a salesperson
DemandGen 2012 Report

11. TomMartin
@
57%
how far B2B buyers progress BEFORE
contacting a salesperson
Corporate Executive Board Study

12. TomMartin
@
51%
of buyers that form a short list BEFORE
contacting any vendors
DemandGen 2012: Inside The Mind of the B2B Buyer

13. TomMartin
@
If you’re not
Digital
you’re DEAD

14. TomMartin
@
What’s the
solution?

15. TomMartin
@
share originally produced, educational content

16. TomMartin
@
so why isn’t everyone doing this?

17. Blinded by Experience
by
Stewf

18. Painless Prospecting

19. PROPINQUITY
The greater physical (or psychological)
proximity between people, the greater the
chance that they will form friendships or
romantic relationships.

21. PROPINQUITY
Aware >> Know >> Like >> BUY

22. Getting Started
by
Halans

23. Funnel
Optimized
Website

27. Funnel Optimized Website
send you buying signals

28. Propinquity Points
Where do they turn for
information and assistance?

29. Propinquity Points

30. Propinquity Points

31. Propinquity Points
target rich
environment
values that content
viral pass along

32. Embassies

33. Outposts

34. Everyone’s
Blog
Is my Blog

35. Taco Truck Content Strategy

36. Cornerstones & Cobblestones
The secret to content
creation mastery.

37. Content Ecosystem Planning

39. awesome may get shared,
but helpful gets bought.
@
TomMartin

40. @
TomMartin

41. Creating Cobblestones
Let the tools do the
heavy lifting.

42. TomMartin
@
6 Tips
video | photo | audio | text | webinar

43. Hollywood in Your Pocket
shoot, edit, produce and publish — all from your phone

44. Hollywood in Your Pocket
52-week video blog produced entirely on an iPhone

45. Going beyond Instagram
Shot and retouched on an iPhone using a 99 cent app

46. Mobile Recording Studio
GarageBand + USB Mic + Apple Camera Connection Kit

47. Just Say It: for more text content
Combine with mobile app to turn car time into writing time.

48. Never Present Anything Once
If you can see it… you can record it.

49. Tom@ConverseDigital.com
TheInvisibleSale.com
@TomMartin