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“Applying Company Positioning to Power Storytelling in B2B”


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Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is in figuring out how to share that story in a way that aligns with the needs and priorities of prospects and customers. But, it’s not just sharing the story, it’s
about making it so compelling that it elevates perceptions of value and urgency resulting in more qualified leads and faster purchasing momentum. B2B marketers are facing a business environment with an increasingly complex mix
of channels and skills needed to create a content and eMarketing strategy that, when executed well, results in quantifiable proof to downstream revenues.

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“Applying Company Positioning to Power Storytelling in B2B”

  1. 1. Apply Company Positioning to Power Storytelling in B2B Ardath Albee Marketing Interactions @ardath421 • #cmworld #cmworld
  2. 2. Content Marketing is about more thanproducing content your buyers care about. #cmworld
  3. 3. 5 Core Goals for B2B Content Marketing Produce Catch Grow Create Shorten Buy ViableAttention Engagement Conversations Cycles Opportunities #cmworld
  4. 4. PositioningThe art of sharing your distinct valuein ways that resonate with yourbuyers, compelling them toengage, trust, and ultimately buyfrom you. #cmworld
  5. 5. Distinct ValueThe intersection of your company’sstrengths with customer needs. #cmworld
  6. 6. #cmworld
  7. 7. Apple = Intuitive Use #cmworld
  8. 8. FindAnything #cmworld
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  13. 13. Simplify and Automate IT Processes #cmworld
  14. 14. Corporate Positioning is the Pivot Point Applying Manual processes positioning in support of buyers’ Tool sprawl Cost reduction needs. Simplify & Automate IT Processes ITSM Performance Missed SLAs improvements #cmworld
  15. 15. Buyer Value Statement as Premise As the Director of IT Service Delivery, I need to eliminate manual processes for the service desk in order to improve performance and meet SLAs. #cmworld
  16. 16. Corporate Positioning is the Pivot PointApplying Faster service provisioningpositioning insupport ofbuyers’ Capacity planning and Lower CapExneeds. scalability Simplify & Automate IT ProcessesCloudLifecycleManagement Unified Improved time management for to value virtual services #cmworld
  17. 17. Buyer Value Statement as Premise As the VP of IT Infrastructure, I need faster service provisioning to keep up with the demands of business objectives. Cloud seems to be the answer, but… #cmworld
  18. 18. Story: a narrative meant to inform,educate or entertain. #cmworld
  19. 19. “Story gives people enoughspace to think for themselves.”Annette Simmons #cmworld
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  21. 21. 3 Critical Components of Stories Hero Villain Mentor #cmworld
  22. 22. Crafting a StoryA story starts with trouble.What’s gone wrong for your prospect? ITSM: Missed SLAs due to manual processes #cmworld
  23. 23. Respond to Trouble How to evaluate your ITSM maturity level What to do when you’ve outgrown your service desk processes 3 Steps to service desk evolution How to ensure your service desk meets SLAs Is your service desk holding back business productivity? Tip: In each piece, make sure the underlying theme is “simplify and automate IT processes.” #cmworld
  24. 24. Anticipate What Comes NextStan: Okay – so we’re only at level 2 of our ITSM maturity – what do I do now?You: What to do when you’ve outgrown your service desk processes.Stan: Well, that sounds great, but also hard and too expensive to deploy. I’m not evensure my team has the right skills for this.You: Oh, but you can do this. And you can do it iteratively with 3 steps to service deskevolution.Stan: Hmm. Sounds interesting. But will those steps really help my team meet SLAs?You: Absolutely. Take a look at how to ensure your service desk meets SLAs.Stan: You make it sound easy. But I’m not convinced. I’m not sure I can make the case forbudget.You: Have you thought about the costs of stalled business productivity? How much is thatcosting your business? #cmworld
  25. 25. Story Drivers Objectives Obstacles #cmworld
  26. 26. Storytelling and InteractivityMake sure you connect the dots for your prospects.They will not do it themselves. #cmworld
  27. 27. Channel Consistency in Storytelling #cmworld
  28. 28. As long as the “trouble” exists, the story works. #cmworld
  29. 29. 6 Mistakes Made in B2B Storytelling1. Too much about YOU2. Not serializing the story3. Failing to tell the story across channels4. Addressing the wrong “trouble”5. Forgetting about conflict6. Talking about your company in 3rd person #cmworld
  30. 30. 6 Things to Remember1. Distinct value drives story theme2. Distinct value allows pivots for all offerings3. Always start where there’s trouble4. Anticipate what comes next5. Tell consistent stories across channels6. Connect the dots #cmworld
  31. 31. Thank You!Ardath Albee, CEO & B2B Marketing StrategistMarketing Interactions, Inc.Web: www.marketinginteractions.comTwitter: @ardath421Blog: #cmworld