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Using Neuroscience to Optimize the Customer Acquistion Process

Tom Shapiro

Last year PhD students from Carnegie Mellon University and the University of California, Berkeley calculated that the human brain is up to 30X more powerful than the world’s most powerful supercomputer. The brain clearly packs a powerful punch! Yet think of all the companies that are more focused on managing campaigns than understanding how their audience’s brains function. This is misguided and ironically weakens the customer acquisition process. After all, optimizing what’s mediocre produces mediocre results. According to Nielsen, 90% of buying decisions are based on the subconscious. It’s with a clearer understanding of the brain that you can connect more deeply, engage more meaningfully, and guide your audience to action. The end result is that your marketing does not need to focus on convincing others of your product’s or service’s worth, but instead works to cultivate a highly targeted audience that emotionally yearns to do business with you. In this session, you will become a marketing scientist, leveraging brain science to strengthen the customer acquisition process.

About Tom Shapiro

Tom Shapiro is CEO of Stratabeat (https://stratabeat.com/), a marketing, branding, and design agency. Shapiro has developed marketing strategies for market leaders such as Intel, AT&T, HP, Kraft Foods, and P&G. Shapiro has a deep passion for neuroscience and human psychology, and his insights have appeared in CMO.com, CNN, and Forbes. His book "Rethink Your Marketing" will be published in 2017.

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