Mark Jones, Chief Storyteller & CEO, Filtered Media

1. Brand storytelling driving growth
The Five Golden Rules of B2B Marketing
Mark Jones, Chief Storyteller + CEO, Filtered Media

2. Beliefonomics © Mark Jones 2019

3. Source: Gartner, 2019 Beliefonomics ©MarkJones 2019
Predictive Analytics
Native Advertising
Influencer & Advocacy
Artificial Intelligence
Real-time marketing
Customer Data Platforms
HOT NOT

4. Beliefonomics © Mark Jones 2019
Q: What’s the biggest issue
in B2B marketing?

5. Beliefonomics © Mark Jones 2019
It’s not easy …

6. Beliefonomics © Mark Jones 2019
Speed of change
Data deluge
Martech silos + FOMO
Unstable budgets, resourcing
Marketing, meet sales!
What’s my story?
Who are they?
Workplace silos
Stressed? Let me
count thy ways…

7. Beliefonomics © Mark Jones 2019
2017 2 years 11 months
2018 2 years 10 months
2019 2 years 5 months
CMO Australia ‘State of the CMO’ research
CMO tenure

8. Beliefonomics © Mark Jones 2019
Memo to CEOs:
Your brand isn’t the story…

9. Beliefonomics © Mark Jones 2019
Five Golden Rules of
B2B Marketing

10. Beliefonomics © Mark Jones 2019
#5. Simplicity is joy

11. Beliefonomics © Mark Jones 2019
“Most of our choices are not the result of
careful deliberation. We live in the moment,
resist change, are subject to distorted memory,
and are affected by physiological and emotional
states.”
Source: Behavioraleconomics.com
Behavioral economics

12. Beliefonomics © Mark Jones 2019

13. 13

14. Beliefonomics © Mark Jones 2019
#4. Reduce friction

15. Beliefonomics © Mark Jones 2019
What’s wrong with this picture?
Source: Stramark.nl

16. Beliefonomics © Mark Jones 2019
#3. Experience is everything

17. Beliefonomics © Mark Jones 2019
“Buyers judge their experience throughout
the sales process experience as indicative
of their likely experience once they
become customers.”
Walker, 2019

18. Beliefonomics © Mark Jones 2019
#2. Pyschographics, not
demographics

19. Beliefonomics © Mark Jones 2019
Not who, but why…
Age
Gender
Location
Marital status
Ethnicity
Occupation
Education
PsychographicsDemographics
Beliefs
Emotions
Interests
Values
Outlook
Leisure vs. Work
Good/Fast/Cheap

20. Beliefonomics © Mark Jones 2019
#1. Belief trumps trust

21. Beliefonomics © Mark Jones 2019
How stories change the world
Hearts Minds
Belief
Moment
“Economic decision making is 70% emotional and 30% rational.”
Daniel Kahneman (Gallup)

22. Beliefonomics © Mark Jones 2019
The Great Hack

23. Beliefonomics © Mark Jones 2019
The rise of belief statements
... travel is better
when you
experience it as an
insider.
… a love of wild and
beautiful spaces
demands
participation in the
fight to save them.
… the world needs to
transform to
sustainable energy
sources.
… in challenging the
status quo. We
believe in thinking
differently.

24. Beliefonomics © Mark Jones 2019
Plato

25. Connect with me on LinkedIn
mark@filteredmedia.com.au
Mark Jones, Chief Storyteller + CEO, Filtered Media
Thank you!