B2B Marketers: Sharpen Your Storytelling Skills (Workshop)

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For B2B marketers, great stories can mean the difference between marketing content that audiences love and content that fails to deliver results. It takes real storytelling skill to rise above the noise and grab the attention of busy audiences.

These slides were presented by Ardath Albee, from Marketing Interactions, and Nick Edouard, from LookBookHQ, during a free 30 minute online workshop on 11th June 2013 designed to sharpen B2B marketers' storytelling skills.

The slides cover:

1. Why storytelling matters to B2B marketers
2. How to get round the big 3 storytelling obstacles that even the pros face
3. 4 real-world examples of B2B storytelling that drove amazing business results
4. The 8 key storytelling success factors

Published in: Business, Technology

B2B Marketers: Sharpen Your Storytelling Skills (Workshop)

  1. 1. Workshop:Sharpen your b2bstorytellingskillsArdath Albee, Marketing InteractionsNick Edouard, LookBookHQ11th June 2013
  2. 2. YOUR SPEAKERSARDATH ALBEECEO & B2B Marketing Strategist at Marketing Interactions and author ofeMarketing Strategies for the Complex Sale. She creates contagiouscontent platforms that turn prospects into buyers. @ardath421NICK EDOUARDEVP Marketing at LookBookHQ with a passion for growing B2B technologybusinesses which has spanned the US, Canada and the UK…and involveda lot of storytelling! @nickedouard
  3. 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. 4. WHY IS STORYTELLING IMPORTANT FOR B2B MARKETERS?“Story gives peopleenough space to thinkfor themselves.”Annette Simmons
  5. 5. THE CHARACTERS IN A B2B STORYHeroVillainMentor
  6. 6. PROVIDE FREEDOM FROM CHAOSStories HelpBuyers AdoptYour Ideas
  7. 7. THE VILLAINS (“BOoOooooo”)Snidely Whiplash from “Dudley Do-Right of the Mounties” (The Rockyand Bullwinkle Show)Source: http://en.wikipedia.org/wiki/File:Villainc.svgTerry-Thomas – English Comedy Legend (and charming cad!)Source: http://www.terry-thomas.info/photos.html
  8. 8. 1. YOUR AUDIENCE IS BUSYProfessionals spend 51% of time managinginformation, not using itImage: http://www.yast.com/time_management/difference-effective-workers-busy-workers/Source: LexisNexis Workplace Productivity Survey
  9. 9. 2. YOUR SPACE IS NOISY500 Ads in the ’70s, > 5,000 Ads TodayImage: http://en.wikipedia.org/wiki/File:New_york_times_square-terabass.jpgSource: The Futures Group
  10. 10. 3. PEOPLE DON’T READ ONLINEOnly 20% of text is read on the average Web pageSource: The Neilsen Norman Group
  11. 11. 4. THE WORLD IS INCREASINGLY VISUALImage: http://labs.openviewpartners.com/files/2012/05/julies_pinterest_birthday_party.jpg
  12. 12. BUT IT’S NOT ALL DOOM & GLOOM.
  13. 13. EXAMPLE 1 – DOMTAR: “PAPER because”
  14. 14. EXAMPLE 1 – DOMTAR – DID IT WORK?Allows Domtar “totell a leadershipstory about Domtaras the SustainablePaper Company”
  15. 15. EXAMPLE 1 – DOMTAR – WHY DOES IT WORK?Transmedia Storytelling1Concrete2Emotional Response3
  16. 16. EXAMPLE 1 BONUS! DOMTAR PAPER TRIAL
  17. 17. EXAMPLE 2 – IBM:”PREDICTIONS”How do you demonstrate that predictive analysis can givebusinesses a competitive advantage?The ChallengeRun IBM’s predictive analysis engine on tennis matches atWimbledon in real-timeThe Solution
  18. 18. EXAMPLE 2 – IBM:”PREDICTIONS”
  19. 19. EXAMPLE 2 – IBM:”PREDICTIONS” – DID IT WORK?Predictions 93.8% Success RateBrand Recall +27% vs. next brandCTA (“Search: IBM Tennis”) 67%Cost Per Click -30% vs. 2010
  20. 20. EXAMPLE 2 – IBM: “PREDICTIONS” – WHY DOES IT WORK?Abstract => Concrete1Real-Time Product Demo2Served Up to Target Markets3
  21. 21. EXAMPLE 3 – Accountemps “FIND YOUR BOB”Meet Bob.Bob is an every-manrepresentation of everyqualified Accountemp temp.
  22. 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. 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 tocall ‘The Spreadsheet Heard Round The World’ ”“Bob balanced our budget like a double-jointed gymnast”
  24. 24. EXAMPLE 3 – Accountemps – WHY DOES IT WORK?Funny1Empathetic / Understands Audience2Transmedia & Multi-Channel3
  25. 25. EXAMPLE 4 – CIMATION “SHALE PLAYBOOK”Source: Climation – http://automation.cimation.com/2012-shale-playbook/
  26. 26. EXAMPLE 4 – CIMATION “SHALE PLAYBOOK” – DID IT WORK?>100 new uniqueleads in first 24hours40% conversionrate
  27. 27. EXAMPLE 4 – CIMATION “SHALE PLAYBOOK” – WHY DOES IT WORK?Differentiated1Resonates with Target Market (Concrete)2Drives Action3
  28. 28. HEROES – 8 KEY STORYTELLING TIPSUnderstand Your Audience1Headlines & Depth2Transmedia = Best3No “Slow Reveal”4Be Concrete5Emotional Response6Drive Action7Measure8
  29. 29. BUT REMEMBER…For further information see:http://www.slideshare.net/juntajoe/rise-above-with-content-marketing-workshop-mesh-conferenceEVERYONE NEEDS A  Content MarketingMission Statement
  30. 30. COntactNick EdouardEVP Business Development & Marketingnick@lookbookhq.com(647) 241-2407http://lookbookhq.com

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