B2B Marketers: Sharpen Your Storytelling Skills (Workshop)
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The workshop led by Ardath Albee and Nick Edouard focuses on enhancing B2B storytelling skills, emphasizing its significance in engaging busy professionals and standing out in a noisy marketplace. It covers various effective storytelling techniques and examples, illustrating how successful narratives can create emotional connections and resonate with target audiences. Key tips for creating impactful B2B stories include understanding the audience, using concrete details, and measuring success.
B2B Marketers: Sharpen Your Storytelling Skills (Workshop)
- 1. Workshop: Sharpen your b2b storytelling skills Ardath Albee, Marketing Interactions Nick Edouard, LookBookHQ 11th June 2013
- 2. YOUR SPEAKERS ARDATH ALBEE CEO & B2B Marketing Strategist at Marketing Interactions and author of eMarketing Strategies for the Complex Sale. She creates contagious content platforms that turn prospects into buyers. @ardath421 NICK EDOUARD EVP Marketing at LookBookHQ with a passion for growing B2B technology businesses which has spanned the US, Canada and the UK…and involved a lot of storytelling! @nickedouard
- 3. Agenda • THE SET-UP – Why storytelling matters (5 minutes) • THE VILLAINS – What’s stopping engagement (5 minutes) • B2B GRIMM BROTHERS – Great storytelling examples (10 minutes) • THE HEROES – Our 8 B2B storytelling tips (5 minutes) • Q&A – Over to you (5 minutes)
- 4. WHY IS STORYTELLING IMPORTANT FOR B2B MARKETERS? “Story gives people enough space to think for themselves.” Annette Simmons
- 5. THE CHARACTERS IN A B2B STORY Hero Villain Mentor
- 6. PROVIDE FREEDOM FROM CHAOS Stories Help Buyers Adopt Your Ideas
- 7. THE VILLAINS (“BOoOooooo”) Snidely Whiplash from “Dudley Do-Right of the Mounties” (The Rocky and Bullwinkle Show) Source: http://en.wikipedia.org/wiki/File:Villainc.svg Terry-Thomas – English Comedy Legend (and charming cad!) Source: http://www.terry-thomas.info/photos.html
- 8. 1. YOUR AUDIENCE IS BUSY Professionals spend 51% of time managing information, not using it Image: http://www.yast.com/time_management/difference-effective-workers-busy-workers/ Source: LexisNexis Workplace Productivity Survey
- 9. 2. YOUR SPACE IS NOISY 500 Ads in the ’70s, > 5,000 Ads Today Image: http://en.wikipedia.org/wiki/File:New_york_times_square-terabass.jpg Source: The Futures Group
- 10. 3. PEOPLE DON’T READ ONLINE Only 20% of text is read on the average Web page Source: The Neilsen Norman Group
- 11. 4. THE WORLD IS INCREASINGLY VISUAL Image: http://labs.openviewpartners.com/files/2012/05/julies_pinterest_birthday_party.jpg
- 12. BUT IT’S NOT ALL DOOM & GLOOM.
- 13. EXAMPLE 1 – DOMTAR: “PAPER because”
- 14. EXAMPLE 1 – DOMTAR – DID IT WORK? Allows Domtar “to tell a leadership story about Domtar as the Sustainable Paper Company”
- 15. EXAMPLE 1 – DOMTAR – WHY DOES IT WORK? Transmedia Storytelling1 Concrete2 Emotional Response3
- 16. EXAMPLE 1 BONUS! DOMTAR PAPER TRIAL
- 17. EXAMPLE 2 – IBM:”PREDICTIONS” How do you demonstrate that predictive analysis can give businesses a competitive advantage? The Challenge Run IBM’s predictive analysis engine on tennis matches at Wimbledon in real-time The Solution
- 18. EXAMPLE 2 – IBM:”PREDICTIONS”
- 19. EXAMPLE 2 – IBM:”PREDICTIONS” – DID IT WORK? Predictions 93.8% Success Rate Brand Recall +27% vs. next brand CTA (“Search: IBM Tennis”) 67% Cost Per Click -30% vs. 2010
- 20. EXAMPLE 2 – IBM: “PREDICTIONS” – WHY DOES IT WORK? Abstract => Concrete1 Real-Time Product Demo2 Served Up to Target Markets3
- 21. EXAMPLE 3 – Accountemps “FIND YOUR BOB” Meet Bob. Bob is an every-man representation of every qualified Accountemp temp.
- 22. EXAMPLE 3 – Accountemps “FIND YOUR BOB” “If that were his audit-ion, he’s definitely in the band” “He’s a rock star with a spreadsheet for a microphone!” Source: http://www.accountemps.com/External_Sites/content/Landing_Pages/AT/FindYourBob/who.html
- 23. EXAMPLE 3 – Accountemps “FIND YOUR BOB” Source: http://www.accountemps.com/External_Sites/content/Landing_Pages/AT/FindYourBob/who.html “Here round our office Bob is legendary for creating what I like to call ‘The Spreadsheet Heard Round The World’ ” “Bob balanced our budget like a double-jointed gymnast”
- 24. EXAMPLE 3 – Accountemps – WHY DOES IT WORK? Funny1 Empathetic / Understands Audience2 Transmedia & Multi-Channel3
- 25. EXAMPLE 4 – CIMATION “SHALE PLAYBOOK” Source: Climation – http://automation.cimation.com/2012-shale-playbook/
- 26. EXAMPLE 4 – CIMATION “SHALE PLAYBOOK” – DID IT WORK? >100 new unique leads in first 24 hours 40% conversion rate
- 27. EXAMPLE 4 – CIMATION “SHALE PLAYBOOK” – WHY DOES IT WORK? Differentiated1 Resonates with Target Market (Concrete)2 Drives Action3
- 28. HEROES – 8 KEY STORYTELLING TIPS Understand Your Audience1 Headlines & Depth2 Transmedia = Best3 No “Slow Reveal”4 Be Concrete5 Emotional Response6 Drive Action7 Measure8
- 29. BUT REMEMBER… For further information see: http://www.slideshare.net/juntajoe/rise-above-with-content-marketing-workshop-mesh-conference EVERYONE NEEDS A Content Marketing Mission Statement
- 30. COntact Nick Edouard EVP Business Development & Marketing nick@lookbookhq.com (647) 241-2407 http://lookbookhq.com