Digital media means business decision makers are increasingly bombarded by information through multiple channels. So how do you make your message stand out, make it coherent and make it draw in your target audience? Stan Woods will show how business brands are increasingly focusing on storytelling techniques to drive deeper engagement with prospects, utilising a variety of channels to deliver a compelling and persuasive experience - in particular video and rich media. He will also provide practical guidance on how to leverage storytelling techniques for your marketing.

1. IT WAS A DARK
AND STORMY NIGHT…
What B2B stories are and how
to bring them to life
www.b2bmarketing.net

2. “
THE US WILL LAND
A MAN ON THE MOON
AND RETURN HIM
SAFELY TO THE EARTH
BY THE END OF
THE DECADE.”

3. “ set sail on this new sea because there
We
is new knowledge to be gained, and new rights
to be won, and they must be won and used for
the progress of all people. For space science
has no conscience of its own. Whether it will
become a force for good or ill depends on man,
and only if the United States occupies a position
of pre-eminence can we help decide whether
this new ocean will be a sea of peace or a new,
terrifying theater of war.
choose to go to the Moon. We choose to
We
go to the Moon in this decade and do the other
things, not because they are easy, but because
they are hard, because that goal will serve to
organize and measure the best of our energies
and skills, because that challenge is one that
we are unwilling to postpone, and one which
we intend to win…”
JFK

4. I
F JFK HAD BEEN
A B2B MARKETER
“Our mission is to be a world leader
in unique, innovative lunar-oriented
exploration solutions that result
in end-to-end, two-way success
initiatives within a ten-year
time frame.”

7. A COMPANY CAN’T
‘OWN’ ITS FACTS.
If the company’s facts (speed,
price, quality) are superior to
the competition, any good
competitor will duplicate them,
or worse, improve upon them,
as soon as possible.
What a company can own,
however, is a personality.”
Mark Benioff, CEO, Salesforce.com

8. “ SSENTIALLY, A STORY
E
EXPRESSES HOW AND
WHY LIFE CHANGES.”
Robert McKee

9. “ SSENTIALLY, A STORY
E
EXPRESSES HOW AND
WHY LIFE CHANGES.”
Robert McKee

12. BE HUMAN

13. PROGRESSION:
THE HISTORY/
MYTH APPROACH
WWW-03.IBM.COM/IBM/HISTORY/IBM100

14. PROGRESSION:
THE B2B
WORLDVIEW
TRYPTYCH
• et your protagonist up a tree
G
• Throw rocks at him
• et your protagonist down
G
from the tree

15. PROTAGONIST /
ANTAGONIST

16. PASSION:
“ EOPLE DON’T BUY
P
WHAT YOU DO, THEY
BUY WHY YOU DO IT.”
Simon Sinek

17. STORIES ARE AS
CLOSE AS WE GET
TO HOW THE HUMAN
BRAIN MAKES SENSE
OF THE WORLD

18. STORYTELLING
BEGINS WITH WHY
(NOT WHAT?) WHY
HOW
WHAT

19. CONFLICT

20. RESOLUTION / TRANSFORMATION

21. SALESFORCE’S FUTURE STORY
YOUR SOCIAL ENTERPRISE
STARTS HERE.
An Introduction for sceptical strategists

22. SOCIAL SUCCESS

23. “PEOPLE DON’T
WANT MORE
INFORMATION.
They are up to their eyeballs
in information. They want faith.
Faith in you, your goals,
your success, the story you tell.
Once people make your story
their story, you have tapped into
the powerful force of faith”
Annette Simmons, The Story Factor

24. MARTIN LUTHER KING
“GAVE THE I HAVE A DREAM
SPEECH, NOT THE I HAVE
A PLAN SPEECH.”
Simon Sinek

25. STAN WOODS
stan@velocitypartners.co.uk
Twitter: @velocitytweets
www.velocitypartners.co.uk