keynote: the marketer's edge

We all want to grow our businesses

and our reach.

We’re wasting precious time exploring a world of options.

✓ Most ideas are additive✓ Every idea is a “good” idea✓ Meetings lead to more meetings✓ Analysis paralysis / demotivation

Print is an opportunity like never before.

BEST NEXT MOVE

As marketers, we don’t need more ideas.

WE NEED TO KNOW OUR

STOP PLAYING BATTLESHIP.

START PLAYING BLACKJACK.

Beat the dealer without going over 21

DEALER UP: 4 YOUR HAND: 12

TAKE A CARD?DEALER UP: 4 YOUR HAND: 12

HOUSE EDGE

DEALER UP: 4 YOUR HAND: 12

Basic Strategy Says: STAND

DEALER: 40% BUST RATE

HOUSE EDGE

I like this optimal move idea!

There are distinct parallels between Blackjack moves and

the moves we make in business.

Stay the course

Provokeaction

Go“all-in”

Hedge your bet

What if there was a “Basic Strategy Table”

for business?

This Matrix helps you determine which move

you are in the position make.

To Hit means you’re willing to make a move and take some risk to better your position.

The Matrix is designed to help you make

strategic moves, faster.

Think of every business decision as “cards in-hand.”

Do you like this hand,or do you want to change

your situation?

DANYL BOSOMWORTH / i-to-i TRAVEL & TOURISM

3% conversion rate

How do we improve conversion

rates?

Add a teach and travel “lite”

experience

Go to college fairs

Develop amobile app

Make cool movies about

teach and travelReassess

SEOSend a surveyor focus group the offerings

Buy more ads

Increase content marketing and social media

Partner with a popular brandor influencers

Create lead toolsand automate

“Where are we doing well?”

Do you like adventurous food?

Have you taken the TEFL exam?Have you traveled outside the United States?

Aspiration = Buying Intent

11xMORE LIKELY TO COMPLETE 3 LEAD TOOLS

Most Likely to Close (+4)Least Likely to Close (-5)

Let’s get inside Danyl’s brain

Double Down is a high risk “all-in” move that is used in situations of confidence, or desperation.

Target Audience

Target Audience NEW Target Audience

How do we reach this new

customer?

Create a new division

Increase advertising

spend

Develop amobile app

Cruises!

Partner-upwith AARP

Add new concierge services

Add new travelpackages

Increase content marketing and social media

Revert to traditional media

Overhaul marketing strategy

Dan started marketing to attitudes.

To stand is do more of what you’re currently doing, or to consciously choose inaction.

IN 3 YEARS, DAN GREW THE PROGRAM BY

AND GREW ANNUAL REVENUE FROM

30%

$2MM to $6MM

The RIGHT DATA will point you to the right decisions.

Data gives us the confidence to make a move.

You can play an emotional game,or a strategic one.

In business, and in Blackjack:

(Hint: strategy wins)

Card counters keep a running score:

2 – 6 = +1 7 – 9 = 0 10 – Ace = -1

Card counters keep a running score:

+1

RUNNING SCORE: 1

Card counters keep a running score:

+1

RUNNING SCORE:

-1

0

Card counters keep a running score:

+1

RUNNING SCORE:

-1 +1

1

Card counters keep a running score:

+1

RUNNING SCORE:

-1 +1 +0

1

Card counters keep a running score:

+1

RUNNING SCORE:

-1 +1 +0 -1

0

Card counters keep a running score:

+1

RUNNING SCORE:

-1 +1 +0 -1 +1

1

Card counters keep a running score:

+1

RUNNING SCORE:

-1 +1 +0 -1 +1

2

+1

Card counters keep a running score:

+1

RUNNING SCORE:

-1 +1 +0 -1 +1+1

3

+1

PLAYER’S EDGE

BASIC STRATEGY + CARD COUNTING =

THE Player’s EDGE

Card counters know when the odds are in their favor,

and when they’re not.

The DATA tells them which move to make.

In business, the right data willsupport your decisions,

save time and reduce risk.

THE MATRIX + THE RIGHT DATA =

YOUR EDGE

How do we do it?

Think like a

CARD COUNTER

✓ 1.6M+ YouTube views✓ 20,000 loyal subscribers✓ Adding products and services✓ Being helpful, building relationships

GROWTH = FLAT

✓ 1.6M+ YouTube views✓ 20,000 loyal subscribers✓ Adding products and services✓ Being helpful, building relationships

WHAT ARE THEY DOING RIGHT?

IT’S NOT JUST KNOWING THE MOVES.

IT’S KNOWING WHENTO USE THEM.

✓ Focus on what they have in-hand✓ Always have strategy in mind✓ Use data (not emotion) to drive action

CARD COUNTERS:

To get the right data:

ASK THE RIGHT QUESTIONS

BRIAN BENSON / BENSON INTEGRATED MARKETING

~$6MM

“How can we make our CUSTOMERSlook like HEROES in their organizations?”

Brian asked:

He sent a monthly customer survey

What are you struggling with in your organization?

What would make your job easier?

What are you struggling with in your organization?

What would make your job easier?

“Why do outdoor signs take 6–12 weeks to produce?”

What are you struggling with in your organization?

What would make your job easier?

“Why do outdoor signs take 6–12 weeks to produce?”

“Branded apparel is killing us!”

SIGNS IN 2 WEEKS!

Brian had a decision to make.

Opportunity: Multifamily Real Estate

Again, Brian analyzed the situation.

NEXT: Banking Industry?

To Split is to recognize two good opportunities, and to play two separate hands with a dual focus.

Brian didn’t need to Split.He already had a winning hand.

ON PACE TO HIT

$50MM in 2018

Brian chose to:

by disrupting new markets

on the multi-family real estate market

on the market they know best

Brian asked the right questions, and got powerful information in return.

IT’S ALWAYS ABOUT THEM.IT’S NEVER ABOUT YOU.

When it comes to asking questions:

Instead of asking more questions to gather more data, ask

ONE IRRESISTIBLE QUESTIONto unearth actionable insights.

Irresistible questions inspire PASSIONATE REACTIONSthat deliver unexpected, but

exponentially valuable, insights.

Valuable insights informyour BEST NEXT MOVE and give you a competitive edge.

Think like a

CARD COUNTER

Card counters rely on constant feedback

to fuel the best next move.

CONSTANT FEEDBACK FUELS

BETTER BUSINESSDECISIONS

CRAIG COFFEY / LINCOLN ELECTRIC

Seek constant feedback,both active/reported and behavioral.

300+ Marketing-Qualified Leads (MQLs)20+ Sales Accepted Leads (SALs)

10+ Quotes

. . . and addressed“The other 97%”

Craig chose to:

with dual-marketing strategies

first-to-market educating the category

on their traditional marketing model

Constant feedback will fuel your best next move.

Card counters cannot break their concentration.

Distraction leads to failure.

They can only focus on thehand they’re dealt.

Card counters trust in the long game.

Focus inward and find the power in

WHAT YOU ALREADY HAVE

DR. DUSTIN BURLESON / BURLESON ORTHODONTICS

With helpful lead tools and a laser-focus on timely follow-up and follow-through, he started winning.

85%

The quiz made it easyto let the least-compatible

customers go.

TOP IN NORTH AMERICA1%

7,500 active patients4 locations

$4+ million in revenue

Dr. Burleson chose to:

by using technology to extend his reach in a hyperlocal market

by letting customers walk away

Dr. Burleson focused-in onproviding the best service to his

existing customers.

Focus inward and find the power in

WHAT YOU ALREADY HAVE

What about Foldfactory?

FOCUS: B2B

FOCUS: B2B

GROWTH = FLAT

What am I willing to do with my business?

“Where are we doing well?”

✓ 60,000 views ✓ 115,000 impressions per month

GROWTH: B2C

We’ve chosen to:

our B2B and B2C opportunities

on Foldfactory’s B2B offerings

B2C market with Foldfactory Craft

✓ Play a strategic game, not an emotional one✓ Ask the right questions to get the right data✓ Focus inward and find power in what you have✓ Let the data tell you the best next move

GET YOUR EDGE

THINK LIKE A CARD COUNTER

To find your edge and make your best next move: