Engagio - Norwest Webinar - Ken Rutsky's Slides: What Do We Say
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Account Based Everything: Flipping the Traditional Funnel to Generate More Demand and Drive More Revenue.
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Engagio - Norwest Webinar - Ken Rutsky's Slides: What Do We Say
- 1. Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com What Do We Say?Finding Magic in Your Accounts’ Hero’s Journeys
- 2. Market Leadership – What’s It Like Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 3. Crowded, Noisy, Colorful Markets Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 4. Crowded Confusing Markets Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 5. Go Ask Dad Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 6. No, Go Ask Google Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 7. 57%!!! Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 8. A Little Bit About Me • B2B Go to Market Consultant • 20+ yr Marketing Exec with Sales and Engineering background • 7 years in Consulting Practice • Author, Launching to Leading Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 9. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b #FlipMyFunnel What do we want to say? (offers) Who should we say it to? (segments) Who are we trying to reach? (accounts) What should we say? (message) Where should we say it? (channels) Where should we say it? (channels) DemandGen Account Based Everything Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 10. Why This Matters So Much! Automation + Channels = Efficiency Targeting and Messaging = Relevance and Effectiveness Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 11. Take Your Account on a Hero’s Journey Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 12. Modeling the Hero’s Journey Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 13. Trendspotting “Winning in the Subscription Economy” Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 14. All Pain No Gain “Modern Malware Exposed!” Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 15. A Better Mousetrap “It's Time to Fix the Firewall” Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 16. A Brave New World “Making Flying Fun Again” Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 17. Build And Scale Your ABE Messaging 4 Acts x 4 Industries x 6 Personas = 96 Possible Messages Before you customize per account! Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 18. What’s It Worth? •Foundational content for Account Based Everything •Consistency of Message Across the Buying Cycle and In the Account •Dramatically Improved Sales Engagement and Conversion (10x in 10 Months) Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
- 19. http://eepurl.com/b36Ep5 Free Book Offer for Attendees
- 20. In Closing Ken Rutsky Twitter: @ken_rutsky kenrutsky.com ken@kjrassociates.com
Editor's Notes
- Greg to do intro…off cuff... STORY OPEN At the end of season 5 of epic HBO show game of thrones, our hero John Snow venturing beyond the wall to battles from battle with a new alliance and is promptly killed by his fellow brothers in arms. Sinking to the deepest of all abyss’s; death. Miraculously, at the beginning of season 6, with the help of the magic of a witch, he is brought back to life and is now venturing back to his home to rescue it…. At least that’s where it seems that his hero’s journey is taking him. Today, I’d like to take you on a bit of a Hero’s Journey ourselves, one to market leadership. And since Market leadership is our destination, let’s start with taking a look at what Market Leadership is.
- Because this is what Market leadership looks like… Flashmobs, Parades and movements. Describe each here But why is it so hard to become a leader, why do so many great companies fail to lead. Well at a first level, the crowded markets are simply conspiring against us.
- Markets are crowded and colorful, with variety and lots of distraction like Cairo’s famed Khana Khalili
- An mostly, Crowded markets are confusing, especially in our industry. If you are selling to the people in this room, here’s what you face. Scott Brinker tracks over 3000 vendors in Martech, and how many can the average CMO buy in any given year, 5, maybe 10??? So how do we break through and win in these crowded, colorful and confusing markets? Before we answer that, a bit about me.
- First off, information has become commoditized. It used to be if your kids didn’t know something everyone said, “Go ask dad”
- Now they go ask Google. The problem is, google returns 67,000,000 results. The same dynamic exists for B2B buyers, instead of go ask the vendor, or garnter, they start with go ask Google. It’s no longer a battle to be found, it’s a battle to stand out.
- Lastly, the buying cycle is nearly 2/3 over before the first vendor contact. Quote CEB research here.
- I am a B2B Go to Market Consultant I am a 20 yr+ Marketing exec, and prior to starting my consulting practice I was in marketing leadership roles at Intel, Netscape, various start-ups and McAfee. What I really focus on is helping my clients to breakthrough, establish and grow their flashmobs and parades, their market leadership. In my seven years of consulting practice, my clients have had IPOs and been acquired at a total of over $6B including FireEye and Nimsoft and Merced Systems So what is this thing we call market leadership all about?
- Wrong: what we want to say, how we want to say it target the right people RIGHT: who we want to target what and how to say it
- So how do we fix it and get the hightest fuel our racecare needs. How do we add context to our content and meaning to our message? How do we breakthrough
- The number one way to add context to your content and meaning to your message, is to take your customer on a hero’s journey, making your solution the magic in that journey. In 1949 In it he hightlighted Another great hero’s journey is that of Emmet from the Lego movie. Where he begins where everything is awesome , sinks to despir and near destruction and returns to safe all of Legoland. How then can we apply this to our message?
- Walkt through the VP story wheel.. Here are four examples
- Commerce has evolved. In the last 10 years, there's been a dramatic shift in the way both consumers and companies want to do business. Today, people would rather subscribe to services than to buy products. It's happening everywhere. And it will have a dramatic effect on your business.
- Threats have changed radically from just a few years ago. Advanced malware has replaced the broad, scattershot approach of mass-market malware designed for mischief. Most of today's attacks are targeted to get something valuable.
- The internet has evolved - has your firewall? Traditional "Port Blocking" firewalls are useless in today's application and threat landscape. Palo Alto Networks offers real innovation in the firewall, enabling unprecedented visibility and control of applications and content.
- We’ve stocked our magnificent flying machines with everything your little heart could want. On-demand movies? Check. Tasty bites and satisfying libations? Check. In-flight Wi-Fi? Check. An enjoyable ride you'll actually look forward to? Check and doublecheck. The fourth and final story is what I call the brave new world. Tell Virgin America story Talk about Tilt concept
- In closing We don’t have to write an epic like Game of Thrones, though we might.. We don’t have to produce a megahit like The Lego Movie, but it would be nice too However, with hero’s journey Viewpoint framework and a bit of work we can elevate our content with context, rise above message to meaning and take our customer’s and our customers to market leadership and success. I wish you, your company and your customers safe passage and success on all of your hero’s journeys. Thank you!