Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart

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These are weird times to be in Marketing, aren't they? It's business as usual at exactly ZERO companies. That's true no matter what you do or what you sell -- B2B, B2C, SMB... all of us. Everything is suddenly, confusingly different. So, what's the path forward? What do the current times mean for you, your business, and your customers? Watch Ann Handley for her webinar, Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart, where she will share why having a clear and unflinching focus on your story will set you apart. You'll learn: -How the notion of brand storytelling has shifted -7 non-negotiable things your storytelling MUST do -The best tactics for connecting with customers right now

2Proprietary and Confidential | © Marketo, Inc.
Housekeeping
• Questions? Use the Q&A box on your screen and we will get to as many as we can
at the end of the session
• The webinar is being recorded, we will send you the slides and recording once the
webinar concludes
• Posting to social? Use our hashtag #mktgnation

Hi. It’s Ann Handley.
Partner + Chief Content Officer
MarketingProfs.

@annhandley
THE BEST STRATEGY IS A STORY

@annhandley
A HERO WE RELATE TO
A VILLAINOUS CHALLENGE
AN EPIC STRUGGLE TO RESOLUTION

@annhandley
A HERO WE RELATE TO
A VILLAINOUS CHALLENGE
AN EPIC STRUGGLE TO RESOLUTION
High stakes
Uncertain outcome

@annhandley
TWO THINGS DON’T CHANGE:
1. YOUR PURPOSE.
2. THE HERO.

@annhandley
ONE THING DOES CHANGE:
1. HOW WE TELL THE STORY.

@annhandley
CAN I HAVE YOUR ATTENTION?

@annhandley
CAN I HAVE YOUR ATTENTION?
HOW CAN I EARN YOUR TRUST?

@annhandley
TRUST X AFFINITY

@annhandley
TRUST X AFFINITY
“Do they understand
my problems best?”
“Do I like them?”

@annhandley
7 NON-NEGOTIABLE THINGS YOUR
STORYTELLING MUST DO NOW
(THAT WILL DELIVER TRUST + AFFINITY FOR YEARS)

@annhandley
CAMARADERIE AT SCALE.

@annhandley
A FOCUS ON DEEPENING
EXISTING RELATIONSHIPS.

Founder Allen Weiss

PSST! THIS IS A GREAT TIME TO
LAUNCH A NEWSLETTER

@annhandley
EMAIL IS THE ONLY PLACE
WHERE PEOPLE (NOT
ALGORITHMS) ARE IN CONTROL.

@annhandley
SHORT-TERM ACTIONS TO
REFLECT NEW REALITIES.

Jess

@annhandley
LONG-TERM LEADERSHIP.

@annhandley
AN ELEMENT OF THE
UNEXPECTED.

“Still Life with Fish, Vegetables, Gougères, Pots, and Cruets on a Table”
Artist: Jean-Siméon Chardin (French, 1699 - 1779)

“Still Life with Canned Tuna and Trader Joe’s”
Artist: Some guy on Twitter

CRISIS FERTILIZES CREATIVITY

@annhandley
MEANINGFUL,
MANAGEABLE RELEVANCY.

Before:
After:

@annhandley
PEOPLE.

Rothy’s

Shedd Aquarium, Chicago

@annhandley
THE BEST STORY IS A
HUMAN STORY ABOUT A
UNIVERSAL TRUTH.

@annhandley
1. CAMARADERIE AT SCALE
2. A FOCUS ON DEEPENING EXISTING
RELATIONSHIPS
3. SHORT-TERM ACTIONS
4. LONG-TERM LEADERSHIP
5. AN ELEMENT OF THE UNEXPECTED
6. MEANINGFUL, MANAGEABLE RELEVANCY
7. PEOPLE

@annhandley
THANK YOU, MARKETO!
LOVE YOU!!
annhandley.com
annhandley.com/newsletter

Q & A

ThankYou!

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It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible. We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021. In this webinar, you'll learn: • Which key takeaways from 2020 we should keep in mind going forward • Essential planning tools for the new year • Tips on how you can prepare to be successful in 2021

The New Age of Marketing: Predicting, Planning and Prepping for 2021

The New Age of Marketing: Predicting, Planning and Prepping for 2021

The New Age of Marketing: Predicting, Planning and Prepping for 2021

With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline. Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business. You'll learn: -How to partner with the right stakeholders to make decisions that are aligned across the business -Lessons the Marketo Engage operations team has learned so you don't make the same mistakes -How to plan for a scoring model that will scale

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Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen. Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.

Marketo Engage Innovationen in 2020

Marketo Engage Innovationen in 2020

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Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time? Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel. You'll learn: -What mix of channels will help you see the most results -How marketing automation helps small teams scale -How to structure small teams in order to get the most done

Marketing Through the Funnel: Tips for Small Yet Powerful Teams

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Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale. During this webinar, you will: -Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns -Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts -Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs -Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know

Marketing Attribution: The Journey from Cost Center to Cash Cow

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In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.

The Total Economic Impact of Marketo Engage

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Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts. Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy. Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.

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Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart

1. Storytelling in a ChaoticWorld: HowYour Brand Story Can SetYou Apart Ann Handley Partner + Chief Content Officer MarketingProfs

2. 2Proprietary and Confidential | © Marketo, Inc. Housekeeping • Questions? Use the Q&A box on your screen and we will get to as many as we can at the end of the session • The webinar is being recorded, we will send you the slides and recording once the webinar concludes • Posting to social? Use our hashtag #mktgnation

3. Hi. It’s Ann Handley. Partner + Chief Content Officer MarketingProfs.

4. @annhandley THE BEST STRATEGY IS A STORY

5. @annhandley A HERO WE RELATE TO A VILLAINOUS CHALLENGE AN EPIC STRUGGLE TO RESOLUTION

6. @annhandley A HERO WE RELATE TO A VILLAINOUS CHALLENGE AN EPIC STRUGGLE TO RESOLUTION High stakes Uncertain outcome

7. @annhandley TWO THINGS DON’T CHANGE: 1. YOUR PURPOSE. 2. THE HERO.

8. @annhandley ONE THING DOES CHANGE: 1. HOW WE TELL THE STORY.

9. @annhandley CAN I HAVE YOUR ATTENTION?

10. @annhandley CAN I HAVE YOUR ATTENTION? HOW CAN I EARN YOUR TRUST?

11. @annhandley TRUST X AFFINITY

12. @annhandley TRUST X AFFINITY “Do they understand my problems best?” “Do I like them?”

13. @annhandley 7 NON-NEGOTIABLE THINGS YOUR STORYTELLING MUST DO NOW (THAT WILL DELIVER TRUST + AFFINITY FOR YEARS)

14. @annhandley CAMARADERIE AT SCALE.

15.

16.

17. PEER-TO-PEER vs. BRAND-TO-TARGET

18.

19. @annhandley A FOCUS ON DEEPENING EXISTING RELATIONSHIPS.

20.

21. Founder Allen Weiss

22. PSST! THIS IS A GREAT TIME TO LAUNCH A NEWSLETTER

23. @annhandley EMAIL IS THE ONLY PLACE WHERE PEOPLE (NOT ALGORITHMS) ARE IN CONTROL.

24. @annhandley SHORT-TERM ACTIONS TO REFLECT NEW REALITIES.

25.

27. @annhandley LONG-TERM LEADERSHIP.

28.

29.

30.

31. @annhandley AN ELEMENT OF THE UNEXPECTED.

32.

33. “Still Life with Fish, Vegetables, Gougères, Pots, and Cruets on a Table” Artist: Jean-Siméon Chardin (French, 1699 - 1779)

34. “Still Life with Canned Tuna and Trader Joe’s” Artist: Some guy on Twitter

35. CRISIS FERTILIZES CREATIVITY

36. @annhandley MEANINGFUL, MANAGEABLE RELEVANCY.

37.

38. Before: After:

39. @annhandley PEOPLE.

40.

42.

43. Shedd Aquarium, Chicago

44.

45. @annhandley THE BEST STORY IS A HUMAN STORY ABOUT A UNIVERSAL TRUTH.

46. @annhandley 1. CAMARADERIE AT SCALE 2. A FOCUS ON DEEPENING EXISTING RELATIONSHIPS 3. SHORT-TERM ACTIONS 4. LONG-TERM LEADERSHIP 5. AN ELEMENT OF THE UNEXPECTED 6. MEANINGFUL, MANAGEABLE RELEVANCY 7. PEOPLE

47. @annhandley THANK YOU, MARKETO! LOVE YOU!! annhandley.com annhandley.com/newsletter

Editor's Notes

Simplest form
A hero we care about (a relatable hero). A villain we are afraid of (a relevant challenge). An epic battle (an honest struggle). Never more true as it is now. Hero Characters Villian Uncertain outcomes High stakes Drama
But a better approach is for us to ask OURSELVES is “How can I earn your trust?”
This isn’t just a nice idea – this is critical – because this is the lens your prospects are looking through – social channels, website --
Jack Daniel’s reflects the realities of social distancing, showing friends and families hanging out over video chats—and other more creative physical isolation workarounds—all to the tune of a user-generated cover of Cyndi Lauper’s “True Colors.”
HUMAN VOICE
Or podcast
Timeless Truth Teased over time
to real, sane, sustainable success.