Key terminology and concepts from Tom Mack's marketing methodology.
HX + S2 + PC + MX + SMX + MD/C = Hot Prospect
This proprietary formula, developed by Tom Mack, combines six essential components to transform cold leads into eager customers. Below, you'll find detailed explanations of each component.
The foundation of effective marketing is authentic human connection. HX refers to creating personalized interactions that resonate with prospects on an emotional level. This includes understanding your audience's pain points, speaking their language, and building genuine relationships rather than just pushing products.
In practice, HX means treating every lead as a person with unique needs, not just a number in your CRM.
Timing is everything in marketing. S2 involves delivering the right message at the right time through carefully planned follow-up sequences. This isn't about bombarding leads with emails—it's about creating a logical progression that guides prospects through their decision-making journey.
Strategic sequencing ensures each touchpoint builds on the last, creating momentum toward conversion.
Human decision-making is driven by psychology. PC utilizes proven psychological principles like scarcity, social proof, reciprocity, and authority to motivate action. When used ethically, these triggers help prospects overcome inertia and take the next step.
Examples include testimonials (social proof), limited-time offers (scarcity), and free resources (reciprocity).
MX represents strategies that amplify your marketing efforts exponentially. This includes automation (doing more with less), segmentation (right message to right audience), personalization (making generic feel custom), and leverage (using existing assets in new ways).
Marketing multipliers help you scale your efforts without proportionally increasing your workload or budget.
Social platforms have fundamentally changed how relationships are built. SMX leverages social media to accelerate relationship building and lead nurturing. This goes beyond posting content—it's about strategic engagement, community building, and using social proof to warm up cold leads.
SMX turns strangers into followers, followers into leads, and leads into advocates.
Modern prospects interact with brands across multiple touchpoints. MD/C ensures you're reaching prospects wherever they are—email, social, direct mail, phone, text, retargeting ads—and guiding them toward conversion through coordinated multi-channel campaigns.
The goal is omnipresence without being overwhelming, creating multiple pathways to conversion.
The process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service. Lead generation can happen through content marketing, advertising, events, referrals, and many other channels.
Technology that manages marketing processes and multifunctional campaigns across multiple channels automatically. Marketing automation nurtures leads with personalized content based on their behavior and stage in the buyer's journey, freeing up time for strategic work.
Marketing strategies specifically designed for trade shows and exhibitions. This includes pre-show promotion to drive booth traffic, engaging attendees during the event, and critical post-show follow-up to convert leads into customers. Tom Mack's book focuses specifically on this crucial but often mishandled marketing channel.
The process of developing relationships with buyers at every stage of the sales funnel through targeted content and communication. Lead nurturing focuses on listening to prospects' needs and providing the information and answers they need to build trust and move toward a purchase.
The systematic process of increasing the percentage of website visitors or leads who take a desired action, such as making a purchase, booking a consultation, or filling out a form. CRO involves testing, analyzing data, and making iterative improvements.
A visual representation of the customer journey from awareness to purchase. The funnel metaphor represents how the number of potential customers narrows at each stage—from many at the top (awareness) to few at the bottom (purchase). Effective marketing optimizes each stage.
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