Individual Consumer Sales Methodology - Long Curation Funnels

We produce content that is meant to inform, educate and attract participation into our group events.

All facets of Mission Innovation requires a significant amount of business acumen. The stakeholders are sophisticated, the challenges are complex, the delivery has to be quality, and it doesn't take much to get a negative review.

The content we provide is all focused on the education that a Venture Manager (an entrepreneur, an executive, and/or an investor) would need to know in order to support either a national security customer or an enterprise organization in a highly regulated industry.

Currently, this content is fragmented, and takes anyone many years to learn - but it doesn't need to be that way.

By producing the content needed for the full catalog of classes, we can create one central repository where all of this information is accessible to the IMFI member.

The content needs to be accessible in the formats that people prefer to learn in - so there needs to be video, digital and print collateral, or in-person seminars, classes and conference panels. As sponsorships and organic funding allows and partnerships expand, distributing branded books, magazines, and course catalogs provide opportunities to help further establish brand awareness.

It needs to be available to them where they are - whether that is the content marketing via social media, websites and YouTube, or available in mobile and desktop versions, or in mailers that get sent to their homes and/or businesses.

We want our community to engage in-person. Partnerships are paramount to accelerating Mission Innovation to the point of viability. Building trust is paramount to building successful partnerships. In-person encounters are the quickest way to establish trust.

Our events are a combination on on-line and in-person.

On-line

We produce advertorials, webinars and livestreams so that people can learn the "Why" from the comfort of their office or home, or where ever else they want to watch from.

Our in-person events are to allow for in-person facilitated engagement - we want people to meet each other, we want them to know where they align and where they don't.

Free In-Person

We host free coffees, lunches, happy hours, evening events and sponsored informational sessions that are to get the people into the room, and keep them coming back for more.

These can be organized around common regions, common technology domains, common customers. If you are a member of group, there is an open invitation to participate in any group. You are in San Francisco, but in town to Washington, DC for the week, come join our group.

Paid In-Person

We give away the "Why" via online content. We sell the "How" via Seminars, Classes, Conferences, and Excursions. Our Seminars are designed to be an accelerated course for the executive, entrepreneur and investor to learn enough expertise to be an effective manager. By the end of the Seminar, the person should have enough comprehension that they could "do it themselves" - though they may just as often seek to hire someone else to do it for them.

The Classes provide someone with enough comprehension and certification to be able to "do it for someone else". An IMFI certification should tell employers, clients and agencies that this person has the pre-requisite skill to trust.

The Conferences and Excursions are designed to provide the stakeholders annual updates on their required expertise to operate their Mission Innovation organizations - are there changes to the client demands, are there innovations in technology that change their offerings. What new laws or market conditions have changed the environment for them?

They are also for the purpose of facilitating introductions and expanding professional networks, ultimately to accelerate partnership forming.

Our target audiences are highly sophisticated - or aim to become. To be successful Mission Innovation participants, they need to have a high level of business acumen, a trusted reputation to influence and drive mission forward, and access to the people, technologies and organizations that they need to work with along the journey.

It is difficult to attract and retain anyone's attention, so we must become their trusted advisor - their all-in-one place to get the right answers, meet the right people. But we also need to only put the messaging in front of them that is relevant to their pursuits.

We want our audiences to choose their own adventures, and their preferences change rapidly. It's a lot easier to make a big ask if the relationship is warmed, we understand what their priorities are and we have confidence that the ask is being made of the right people, not all the people.

The more data we can capture (and guard), the better we understand each of our audience members, and the more organic our approach is. Our community is over 5,000,000 people large, and while they may all state a common mission - their differentiation occurs at every factor.

What industries do they support, what roles do they fulfill, what organization(s) are they affiliated with, what technologies are they advancing, where are they on their journey. We want to know where they are in the specific outreach campaigns.

Every step in an outreach campaign is an opportunity to collect more information and get a better understanding of their preferences - so that we only ask the right people the right ask at the right times.