Jonathan Hawkins on Intelligent Marketing, Simplified
What do we mean by marketing intelligence? This term refers to a marketing approach that leverages the use of data to develop the right strategies for the target market. Market intelligence is all about utilizing a variety of data sets, such as data about the consumers’ spending habits, or the population of the target audience.
A majority of markers are using market intelligence in a bid to understand their customers. Actually, about three-quarters of B2C marketers in the U.S admit that marketing intelligence is critical for their marketing goals. But how many people understand the process of acquiring marketing intelligence?
We interviewed Jonathan Hawkins, the Chief Marketing Officer (CMO) of LightSpeed VT, and creator of the Intelligent Marketing Method™, on a simplified approach to intelligent marketing.
About Jonathan Hawkins
Jonathan Hawkins is a marketing expert and a highly sought after speaker and trainer. He has traveled the world as a keynote speaker and spoke alongside other highly sought after speakers such as Brad Lea, Daymond John, Grant Cardone, and many other leaders of this era. Jonathan is a thought leader in the digital marketing space. Jonathan created the Intelligence Marketing method, which is a systematic marketing method that speeds up your sales cycle by placing your product or service in front of a prospect once they are wired to take action. He does this by combining intel and brain science to marketing. Hundreds of business leaders have praised his marketing methods as the most strategic and innovative approach to intelligence-based marketing.
Jonathan served as the youngest Army intelligence officer and was trained in brain science. The knowledge he obtained from the Army helped him understand how to communicate and connect with a person. As such, Jonathan uses this knowledge to build relationships with clients before getting into lead generation. “When you communicate a fact to a person, you trigger two portions of the brain. However, when you tell a story, you trigger five,” says Jonathan. For example, when you communicate with your client that you have made millions in sales, you just told a fact, and only triggered two portions of the brain. Alternatively, a story is more effective than fact as it triggers five parts of the brain. For example, communicate to the client about the lives that your brand has impacted positively, and now your getting into brain based marketing which allows your future messages to be seen and heard at a much higher level.
Intelligent Marketing Simplified
Jonathan trains his clients on how to approach marketing intelligence in a simplified manner. One of the lessons that he communicates to his clients is that they should avoid focusing on making direct sales of their core offer. Instead, businesses should focus on establishing a relationship with their customers and understand how they can guide someone exactly where they want them to be. When a business fully engages its customer, they are likely to increase their customer retention. Jonathan reiterates that a company’s current customers are the gateway to more customers. Statistics also show that 20% of businesses existing customers account for 80% of their future revenue.
Several activities involve intelligent marketing. These activities include competitor research and customer research. A firm may scan newspapers, trade magazines, and the government released reports to gain knowledge about their competitor. Also, the company can conduct customer research either by conducting a survey or building a client avatar. “What we do may sound basic, but we are doing it uniquely, and the customer can pick up the difference between our brand and the competitor because we are communicating to them in a way where our message stays in their brain,” says Jonathan.
LightSpeed VT
LightSpeed VT is a technology solution that helps people create, launch, and market their interactive courses and training. This company is under the leadership of Brad Lea and Jonathan Hawkins serves as the Chief Marketing Officer. He is tasked with running the internal marketing team as well as marketing for their clients like Jon Taffer, Daymond John, Grant Cardone, Tony Robbins, Egypt Sherrod, and more. At the company, Jonathan helps people and companies reshape their message based on the products or services they already had. Meaning, he doesn’t want you to create something new, rather, market in a new way. He believes most people don’t have a talent problem, they have a marketing problem, and most can’t see the full picture if they’re standing in the frame.
Jonathan’s experience as a military intelligence officer taught him how to fully understand human behavior. This world-renowned marketer understands how to communicate in a way that will connect with the listener and influence behavior. Aside from this, he teaches his clients how to communicate authenticity by creating content that reveals their personal or human side. 64% of consumers want brands that establish a connection with them. One way that brands can establish this connection is by developing a marketing strategy that gets your brand seen everywhere, even when you’re not.
Presently, Jonathan hosts a weekly marketing podcast, is currently writing two books on The Intelligent Marketing Method and The Law of The Bull’ s-Eye, and he just launched a new Social Media Virtual Training program. “Marketing is simple. When you understand how to get someone from where they’re at to where they want to be, they will buy your product/service. All it takes is having the right strategy.” says Jonathan.