This was presented at a Marketo customer event in April 2019 and looks at how marketers must build in the trust zone to tell their story.

1. Right Story,
Right Time
Richard M Marshall, PhD
Principal, Concept Gap Ltd
@rmmarshall
1

2. Prospect
Lead
Opportunity
Sale
Wasteful
One-off sale focus
Driven by old distribution cost model
The Classic Funnel
2

3. But digital marketing
often leads to complex
customer journeys
Not that customers notice; –
they just drop off.
3

4. Simple products
are sold by taste,
brand, influence,
desire.
4

5. Complex products are
sold by confidence that
they will do the job at
a good price.
5

6. Most business purchases are made by teams.
Know your influencers and deciders and focus on them.
6

7. Map a day in the
life of each
persona and
understand their
challenges and
their story.
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8. Your story,
just in time.
8

9. Trust
Zone
Unknown
Zone
Aware
Zone
9

10. ?
Unknown
Zone
Aware
Zone
10
N
O
E
N
R
T
Y

11. Trust
Zone
Unknown
Zone
Aware
Zone
“Who?” “Oh yes, heard of them.”
“Looks useful.”
“How do I…?”
“They have information I need.”
“It’s used in my industry.”
“I know how to use that.”
“It will integrated safely.”
“I buy regularly from them.”
11

12. Hazard
Zone
Trust
Zone
Unknown
Zone
Aware
Zone
12

13. Trust
Zone
Unknown
Zone
Aware
Zone
Right Story, Right Time
13

14. Right Story, Right Time
PhotocourtesyofAndyDayandSkochypstiks
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15. 15
An obscure Serbian maker of Parkour clothing.
Driven by the founder’s passion and engagement:
you know the clothing will work because he is
part of the Parkour community.
And because he constantly pumps out content on
Parkour, fitness, the community and environment.
PhotocourtesyofAndyDayandSkochypstiks

16. How did Microsoft become
the leading supplier of
enterprise software
development tools?
16

17. By shipping millions of CDs loaded with everything you needed to become a Microsoft developer.
17

18. 18

19. No “marketing”,
but all marketing.
All the information a
developer needs,
at the right time.19

20. How did Salesforce
stop being CRM and become
a development platform?
20

21. Stories for many different Salesforce roles,
supporting typical needs for those roles.
Certifications confirm confidence
for people and employers.
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22. Box stories grasp
industry-specific
regulatory nettles
up front.
DropBox looks at
who would use it to
solve digital clutter.
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23. Trust
Zone
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24. www.conceptgap.com
richard.marshall@conceptgap.com
@rmmarshall
+44 7785 394458
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