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How Stories Can Boost Your Marketing Success - Jan 28 Panel NorCal BMA

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Slides from Northern California Business Marketing Association January 28th 2015 Meeting.
Panel discussion: How Stories Can Boost Your Marketing Success
Laura Ramos, VP/Principal Analyst, Forrester - Moderator
Clay Hausmann, Principal, Treatment
Jeff Paris, SVP, Group Creative Director, MRM // McCann

Published in: Marketing
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How Stories Can Boost Your Marketing Success - Jan 28 Panel NorCal BMA

  1. 1. Welcome NorCal BMA January Monthly Meeting 5:30 pm Registration & Networking 6:25 pm Announcements 6:30 pm How Stories Can Boost Your Content Marketing Success Moderator: Laura Ramos Panelists: Jeff Paris& Clay Hausmann 7:30 pm Networking 8:00 pm Adjourn
  2. 2. The Business Marketing Association – BMA Furthering the Careers of B2B Professionals •  Professional development geared to Silicon Valley –  Leading-edge insight into the trends shaping B2B marketing –  Best practices from industry experts and hands-on practitioners •  Vibrant networking opportunities –  B2B professionals, visionary brand strategists, insightful researchers, respected marketing leaders, award-winning creative gurus •  Invest in you! –  Sharpen your skills and broaden your network –  Learn how to address complex marketing challenges –  Stay on top of new developments and advance your career
  3. 3. BMA Members – Join the Group!
  4. 4. Benefits to BMA Members ›  Receive discounts to local thought leadership events •  Evening speaker events from industry luminaries •  Specialty specific breakfast roundtables ›  Online access to event presentations ›  Professional development seminars ›  Free members-only national thought leadership webcasts & research ›  National Member Directory •  Over 2,500 members nationwide •  Connect to top notch vendors, agencies and talent when you need help More  Informa+on:  www.norcalbma.org   •  Fuel your career •  Further your business
  5. 5. BMA Event: February 25th Sue Bethanis CEO/Founder Mariposa Leadership INFLUENCE & IMPACT: Getting Your Innovative Ideas Noticed! · What executive presence is needed to sell ideas to peers and upper management · How to influence internal colleagues to support and "green light" your idea · How to deal with resistance to a great idea Sue will share real work examples from her work as an executive coach. You'll leave the session with tips on how best put influencing skills into action to get the resources and buy-in you need to move from idea-to-innovation.
  6. 6. BMA Event: March 25th Linda Popky: Founder & President of Leverage2Market Associates Topic: Being Heard: How B2B Marketers Can Get Above the Noise in the Marketplace Join us to learn: • Why it’s not enough to have a great product, creative service, or terrific technology. • The 8 marketing factors that help organizations rise above • The importance of building integrated marketing initiatives • The 5 momentum factors
  7. 7. Recruiting › Name › Company name › Position Title › Perm or Contract › A 10 second fact
  8. 8. Thank You to Tonight’s Sponsors!
  9. 9. Tonight’s Speakers Laura Ramos Vice President, Principal Analyst at Forrester Research Panelists: •  Jeff Paris, SVP, MRM//McCann West •  Clay Hausmann, Principal at treatment. Content Marketing: How Stories Can Boost Your Content Marketing Success
  10. 10. How Stories Can Boost Your Content Marketing Success Laura Ramos, Vice President, Principal Analyst Forrester Research, Serving CMOs January 28, 2015
  11. 11. “A tale shall accomplish something and arrive somewhere.” – Mark Twain
  12. 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 Agenda › Forrester’s recent research on the state of content marketing › Why stories matter › Clay Hausmann – screenwriting and storytelling › Jeff Paris – telling better B2B stories › Discussion!
  13. 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey and July 16, 2014, “Compare Your B2B Content Marketing Maturity” Forrester report B2B marketers admit their content doesn’t engage buyers or deliver value
  14. 14. © 2015 Forrester Research, Inc. Reproduction Prohibited B2B buyers aren’t engaged with it
  15. 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 Source: December 2014, “Brief: B2B Content Fails The Customer Engagement Test” report. What makes content “engaging”?
  16. 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Source: Forrester qualitative research B2B websites fail the engagement test
  17. 17. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 Source: November 20, 2014 “Tell Stories To Connect With Business Buyers” Forrester report Current approaches misfire “Why is it difficult to develop engaging content?”
  18. 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 18 Source: January 21, 2014, “Focus B2B Marketing Budget Gains On Business Outcomes To Succeed In 2014” Forrester report and upcoming 2015 report. A lot of resources are wasted Hypothetical $1B+ company Average spent on marketing programs Average spent on content marketing Of content buyers find useless. Estimate of resources/effort wasted as result of poor content 7% 9% $ 4M
  19. 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 Why is storytelling important?
  20. 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 We are “wired” to tell and respond to stories Source: Uri Hasson, Associate Professor of Psychology, Princeton University
  21. 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 Good stories follow time-tested patterns “Freytag’s pyramid”
  22. 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 Good stories build audience empathy
  23. 23. © 2015 Forrester Research, Inc. Reproduction Prohibited A good story checklist Every story needs: Notes and explanation: 1) A reason to care •  Give it purpose, connection, emotional core •  A story should call to us or act as a response 2) Characters to care about •  Characters are the vehicles to carry the story forward 3) A problem •  We are programmed to be compelled by narrative that has tension •  A problem serves as the anchor of the story 4) Acceleration and deceleration •  We want the action to shift •  Think of it like a long car ride 5) A conclusion appropriate to the story •  Don’t just end. Complete the tale by taking the characters to their final destination Source: Chuck Wendig, Terribleminds.com
  24. 24. © 2015 Forrester Research, Inc. Reproduction Prohibited Jan 28: This Evening’s Panelists How Stories Can Boost Your Content Marketing Success Clay Hausmann Principal at treatment Jeff Paris SVP, Group Creative Director at MRM // McCann
  25. 25. The  Treatment   of  Story.      
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  32. 32. Tools  of  the  Screenwriter   -­‐  Strictly  Confiden+al  -­‐     Inciting Incident Theme Story beats Controlling Idea Act Climax Protagonist Antagonist Genre Scene Open ending Tone Premise Character Setting Backstory Closed ending Conflict Resolution Synopsis Logline Look book Treatment Dialogue
  33. 33. -­‐  Strictly  Confiden+al  -­‐     Strategy Execution story. Inefficient.
  34. 34. -­‐  Strictly  Confiden+al  -­‐     Strategy Execution Inconsistent. story. Inefficient.
  35. 35. -­‐  Strictly  Confiden+al  -­‐     Strategy Execution Ineffective. story. Inefficient. Inconsistent.
  36. 36. -­‐  Strictly  Confiden+al  -­‐     Strategy Execution Insulated. story. Inefficient. Inconsistent. Ineffective.
  37. 37. -­‐  Strictly  Confiden+al  -­‐     Strategy Execution Language becomes simpler. Customer-centric from the start. Story replaces description. No translation cycles. story.
  38. 38. -­‐  Strictly  Confiden+al  -­‐     $135B! $91B!
  39. 39. -­‐  Strictly  Confiden+al  -­‐    
  40. 40. CLAYHAUSMANN 10 story structure by Characteristics Genre Controlling idea Inciting Incident Intelligence Value creation Comfort/WellnessSex appeal
  41. 41. 19
  42. 42. 19 -­‐  Strictly  Confiden+al  -­‐    
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  46. 46. CLAYHAUSMANN 10 story structure by Characteristics Genre Controlling idea Inciting Incident Intelligence Value creation Comfort/WellnessSex appeal
  47. 47.     www.treatmentofstory.com! ! clay@treatmentofstory.com!
  48. 48. Telling  be3er  B2B  stories   January  28,  2015    
  49. 49. Jeff  Paris   SVP/Group  CreaEve  Director   •  MRM//McCann  West  includes  Salt  Lake  City  and    San   Francisco  Offices   •  380  professionals  specializing  in  B2B  markeEng   •  Salt  Lake  City  is  the  B2B  agency  of  record  for  Intel  
  50. 50. RATIONAL   The  way  most  businesses  think  about  content  markeEng  
  51. 51. 62  Percent  of  execuEves  who  say  they  rely  on  “gut  feelings”   when  making  decisions  and  that  so  factors  should  be   given  the  same  weight  as  hard  factors.*   *Only  Human:  The  EmoEonal  Logic  of  Business  Decisions.  Fortune  Knowledge  Group  in  collaboraEon  with  Gyro.  2014  
  52. 52. 61  Percent  of  execuEves  who  agree  that  human  insights   must  precede  hard  analyEcs  when  making  decisions.*   *Only  Human:  The  EmoEonal  Logic  of  Business  Decisions.  Fortune  Knowledge  Group  in  collaboraEon  with  Gyro.  2014  
  53. 53. B2B  decisions  are  frequently  more   emo1onally  connected  than  consumer   brands.       Yet  communicaEons  are  typically  very   raEonal.  
  54. 54. By  telling  emoEonal  stories,  we  help  our   clients  create  deeply  engaged  and   enthusiasEc  champions  who  are  willing   to  speak  up  when  decisions  are  made.  
  55. 55. RATIONAL   The  way  smart  businesses  think  about  content  markeEng   EMOTIONAL  
  56. 56. Three  Eps  for  more   powerful  B2B  content.  
  57. 57. “RaEonal”  is  a   great  place  to   start.   1  
  58. 58. Explode  your  raEonal  content  in  more   emoEonal  ways.   }  
  59. 59. Making  big  data  more  human.  
  60. 60. Be  more  human.   2  
  61. 61. Intel  product  demo  video.   See:  h3ps://www.youtube.com/watch?v=OozkSuwlJw0  
  62. 62. No,  really.  You   can  be  more   human.   2  
  63. 63. If  cables  were  people:  HDMI   See:  h3ps://www.youtube.com/watch?v=Nq_-­‐bXhdQRc  
  64. 64. Schedule  story   Eme.   3  
  65. 65. The  Friday  Fast  Five.  
  66. 66. Since  May,  2014   @IntelEDU  has   gone  from  1,600   followers  to   210,000  
  67. 67. Tell  B2B  stories  with  these  three  Eps:   1.  ‘RaEonal’  is  a  great  place  to  start.   2.  Be  more  human.   3.  Schedule  story  Eme.  
  68. 68. Thank  you.   jeff.paris@mrm-­‐mccann.com    
  69. 69. © 2015 Forrester Research, Inc. Reproduction Prohibited 69 Questions and discussion…. Clay Hausmann Principal at treatment Jeff Paris SVP, Group Creative Director at MRM // McCann
  70. 70. © 2015 Forrester Research, Inc. Reproduction Prohibited 70

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