How can you generate organic revenue growth and move your organization to the TopRight corner of your market? Through Transformational Marketing. TopRight companies drive growth through excellence in the 3S’s: they tell a simple Story, they create a clear, compelling Strategy, and they align Systems to execute flawlessly. Learn more about engaging customers and driving results through Transformational Marketing.

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22 Insights from Transformational Marketing:
Moving to the TopRight
@TopRightPartner

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To achieve simplicity in your story, begin by
asking “why.” Keep asking why until you
identify the one thing—the essence—of
why you matter.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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Compelling stories resonate when the
audience can put themselves at the center
of the story.
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The customer is the hero, and the story is
about their journey, with you as the guide to
help them navigate that journey successfully
because of what you do for them.
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Your Brand Story must be simple, clear, and
aligned with your customer’s wants and
needs. It must also be bold. It must
encourage exploration. It must lead the
customer and audience to a place where
they want to learn more.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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The most successful brand stories are a
combination of art and science—they
balance rigorous analysis to identify
actionable audience insights with the
creative ideation and the artistic expression
of a storyteller.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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You have about a 6-second window for
making a connection. Six seconds to give
your customers, your audience, a reason to
care…a reason to want to learn more.
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Marketing, more specifically branding, is all
about storytelling – the story of your brand,
built into your brand.
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If it’s not generating money for your
company, focusing on the “fun” side of
branding at the expense of hard science is
like tossing fistfuls of cash out the window,
music blasting, while driving down the
highway.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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Chief Marketing Officers (CMOs) are tasked
with figuring out how to create not just
good customer experiences—but profitable
customer experiences.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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The path to purchase, post-sale repeat
purchase, and advocacy is no longer a direct
route down the traditional sales funnel. It’s
more like a spiral.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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Marketing is an investment, pure and
simple, not an optional expense or a luxury.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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Story without Strategy is Art; Story with
Strategy is Marketing
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Unlike the popularized “Buyer’s Journey,”
the Customer BuyWay doesn’t end at the
purchase stage, but rather encompasses the
entire customer lifecycle
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Just as you should think twice before you
pour your 401(k) funds into high-risk tech
stocks or your neighbor’s latest startup idea,
so, too, should you think carefully before
you gamble your marketing budget on a
risky bet when you likely have more solid
marketing options out there.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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Customer insights that drive decision-
making must be both relevant and
timely. Compiling such information is an
enormous burden for nearly every company
on the planet, but it’s a necessary one.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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The marketing investment approach,
combined with creative drive, gives
marketers an even greater ability to build
brand and drive value for their company.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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In and of itself, MarTech will not give you a
new brand story, develop a winning strategy,
or get more customers to buy your products
and services.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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MarTech can serve as a scientific decision
support system for making the right
investments, in the right amounts, at the
right times, to optimize overall returns
on marketing investment for the company.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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Apply science and art to your marketing
efforts, and you can create productive
conversations to engage your customer.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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You have to develop a deep
understanding—backed by
some real scientific rigor and creative
magic—of your market and your customers.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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The best strategies are only as effective as
their tactical execution.
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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To truly transform, marketing must get all
3S’s right: the right Story, the right Strategy,
the right Systems, all measured through the
lens of Simplicity, Clarity and Alignment.
Download Transformational Marketing: Moving to the TopRight at
move.toprightpartners.com/movetopright1
@TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight