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

1. Workshop:
Sharpen your b2b
storytelling
skills
Ardath Albee, Marketing Interactions
Nick Edouard, LookBookHQ
11th June 2013

2. YOUR SPEAKERS
ARDATH ALBEE
CEO & B2B Marketing Strategist at Marketing Interactions and author of
eMarketing Strategies for the Complex Sale. She creates contagious
content platforms that turn prospects into buyers. @ardath421
NICK EDOUARD
EVP Marketing at LookBookHQ with a passion for growing B2B technology
businesses which has spanned the US, Canada and the UK…and involved
a lot of storytelling! @nickedouard

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. WHY IS STORYTELLING IMPORTANT FOR B2B MARKETERS?
“Story gives people
enough space to think
for themselves.”
Annette Simmons

5. THE CHARACTERS IN A B2B STORY
Hero
Villain
Mentor

6. PROVIDE FREEDOM FROM CHAOS
Stories Help
Buyers Adopt
Your Ideas

7. THE VILLAINS (“BOoOooooo”)
Snidely Whiplash from “Dudley Do-Right of the Mounties” (The Rocky
and Bullwinkle Show)
Source: http://en.wikipedia.org/wiki/File:Villainc.svg
Terry-Thomas – English Comedy Legend (and charming cad!)
Source: http://www.terry-thomas.info/photos.html

8. 1. YOUR AUDIENCE IS BUSY
Professionals spend 51% of time managing
information, not using it
Image: http://www.yast.com/time_management/difference-effective-workers-busy-workers/
Source: LexisNexis Workplace Productivity Survey

9. 2. YOUR SPACE IS NOISY
500 Ads in the ’70s, > 5,000 Ads Today
Image: http://en.wikipedia.org/wiki/File:New_york_times_square-terabass.jpg
Source: The Futures Group

10. 3. PEOPLE DON’T READ ONLINE
Only 20% of text is read on the average Web page
Source: The Neilsen Norman Group

11. 4. THE WORLD IS INCREASINGLY VISUAL
Image: http://labs.openviewpartners.com/files/2012/05/julies_pinterest_birthday_party.jpg

12. BUT IT’S NOT ALL DOOM & GLOOM.

13. EXAMPLE 1 – DOMTAR: “PAPER because”

14. EXAMPLE 1 – DOMTAR – DID IT WORK?
Allows Domtar “to
tell a leadership
story about Domtar
as the Sustainable
Paper Company”

15. EXAMPLE 1 – DOMTAR – WHY DOES IT WORK?
Transmedia Storytelling1
Concrete2
Emotional Response3

16. EXAMPLE 1 BONUS! DOMTAR PAPER TRIAL

17. EXAMPLE 2 – IBM:”PREDICTIONS”
How do you demonstrate that predictive analysis can give
businesses a competitive advantage?
The Challenge
Run IBM’s predictive analysis engine on tennis matches at
Wimbledon in real-time
The Solution

18. EXAMPLE 2 – IBM:”PREDICTIONS”

19. EXAMPLE 2 – IBM:”PREDICTIONS” – DID IT WORK?
Predictions 93.8% Success Rate
Brand Recall +27% vs. next brand
CTA (“Search: IBM Tennis”) 67%
Cost Per Click -30% vs. 2010

20. EXAMPLE 2 – IBM: “PREDICTIONS” – WHY DOES IT WORK?
Abstract => Concrete1
Real-Time Product Demo2
Served Up to Target Markets3

21. EXAMPLE 3 – Accountemps “FIND YOUR BOB”
Meet Bob.
Bob is an every-man
representation of every
qualified Accountemp temp.

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. 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 to
call ‘The Spreadsheet Heard Round The World’ ”
“Bob balanced our budget like a double-jointed gymnast”

24. EXAMPLE 3 – Accountemps – WHY DOES IT WORK?
Funny1
Empathetic / Understands Audience2
Transmedia & Multi-Channel3

25. EXAMPLE 4 – CIMATION “SHALE PLAYBOOK”
Source: Climation – http://automation.cimation.com/2012-shale-playbook/

26. EXAMPLE 4 – CIMATION “SHALE PLAYBOOK” – DID IT WORK?
>100 new unique
leads in first 24
hours
40% conversion
rate

27. EXAMPLE 4 – CIMATION “SHALE PLAYBOOK” – WHY DOES IT WORK?
Differentiated1
Resonates with Target Market (Concrete)2
Drives Action3

28. HEROES – 8 KEY STORYTELLING TIPS
Understand Your Audience1
Headlines & Depth2
Transmedia = Best3
No “Slow Reveal”4
Be Concrete5
Emotional Response6
Drive Action7
Measure8

29. BUT REMEMBER…
For further information see:
http://www.slideshare.net/juntajoe/rise-above-with-content-marketing-workshop-mesh-conference
EVERYONE NEEDS A
Content Marketing
Mission Statement

30. COntact
Nick Edouard
EVP Business Development & Marketing
nick@lookbookhq.com
(647) 241-2407
http://lookbookhq.com