Tech Marketing Success Means Making Products and Companies 'Human'

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All marketers communicate, few actually connect! To succeed in the 21st century, b2b marketers must rethink business as usual. Forget the jargon and find your core story. Simplicity, a human touch and stories matter. This presentation was given at the Technology Marketing Summit in Silicon Valley May 2012 by Kathy Klotz-Guest, CEO of Keeping it Human.

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Tech Marketing Success Means Making Products and Companies 'Human'

  1. 1. Making Products & Companies Kathy Klotz-Guest @kathyklotzguest kathy@keepingithuman.com All rights reserved 2012. Klotz-Guest 1
  2. 2. All rights reserved 2012. Klotz-Guest 2
  3. 3. All rights reserved 2012. Klotz-Guest 3
  4. 4. Image courtesy of cubicle ranch.comAll rights reserved 2012. Klotz-Guest 4
  5. 5. “A wealth of information creates a poverty of attention.” ~ Herbert Simon, late Nobel laureate economist Volume of Information Attention, Trust (EdelmanTrust Barometer) All rights reserved 2012. Klotz-Guest 5
  6. 6. Customer Hostage All rights reserved 2012. Klotz-Guest 6
  7. 7. All rights reserved 2012. Klotz-Guest 7
  8. 8. Emotional Impact Matters All rights reserved 2012. Klotz-Guest 8
  9. 9. How does marketing make us FEEL? Conscious“Facts,” and Mind most are 10% filtered! Subconscious Mind 90% Feelings All rights reserved 2012. Klotz-Guest 9
  10. 10. How People Think We DecideEMOTIONS LOGIC EMOTIONS LOGIC All rights reserved 2012. Klotz-Guest 10
  11. 11. Wanna Connect? Get Human!Simple StoriesThink “Upside Down”Likeability? Unleash Your Best People All rights reserved 2012. Klotz-Guest 11
  12. 12. All rights reserved 2012. Klotz-Guest 12
  13. 13. Stories, Not “Messaging!’ All rights reserved 2012. Klotz-Guest 13
  14. 14. Story It’s about ME, dummy!All rights reserved 2012. Klotz-Guest 14
  15. 15. Brands Are Emoticons Which is yours? All rights reserved 2012. Klotz-Guest 15
  16. 16. Metaphors, Analogies Simplify Complexity Marketing Operations – the Central Nervous System of Marketing & SalesAll rights reserved 2012. Klotz-Guest 16
  17. 17. Customers don’t buy what we make;they buy who we are. All rights reserved 2012. Klotz-Guest 17
  18. 18. Sinek’s ‘The Why’ Too much How great leaders marketing communicatefocuses here All rights reserved 2012. Klotz-Guest 18
  19. 19. Your Cause, Your Why All rights reserved 2012. Klotz-Guest 19
  20. 20. Stories Share “Values” Kinaxis - Simplicity All rights reserved 2012. Klotz-Guest 20
  21. 21. Think … All rights reserved 2012. Klotz-Guest 21
  22. 22. Surprise!All rights reserved 2012. Klotz-Guest 22
  23. 23. Humor Humanizes So Lighten Up! IBM Art of the Sale All rights reserved 2012. Klotz-Guest 23
  24. 24. All rights reserved 2012. Klotz-Guest 24
  25. 25. Want Conversation?Surprise Your Audience Cisco – Valentine’s Day All rights reserved 2012. Klotz-Guest 25
  26. 26. Likeability All rights reserved 2012. Klotz-Guest 26
  27. 27. All rights reserved 2012. Klotz-Guest 27
  28. 28. Personalities are Like Batteries All rights reserved 2012. Klotz-Guest 28
  29. 29. Unleash Your Best Storytellers Person-Person Service Builds Trust All rights reserved 2012. Klotz-Guest 29
  30. 30. Where can I humanize? “Feeling” StoriesSimple “Upside Down” and Lighten Up!ThinkLikeability Means People and Personality All rights reserved 2012. Klotz-Guest 30
  31. 31. All rights reserved 2012. Klotz-Guest 31
  32. 32. About Kathy Chief Human Officer Values play, simplicity, and the power of human-speak in business 20 years high-tech marketing / communications strategy and comedy Founding Sr. Fellow, new media think tank (sncr.org) MA Stanford University, MBA UC Berkeley Founder, Keeping it Human All rights reserved 2012. Klotz-Guest 32
  33. 33. Thank You for‘Keeping it Human’ with me!kathy@keepingithuman.comwww.keepingithuman.com@kathyklotzguestMarketer to the “Human” Kind

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