Tech Marketing Success Means Making Products and Companies 'Human'

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All marketers communicate, few actually connect! To succeed in the 21st century, b2b marketers must rethink business as usual. Forget the jargon and find your core story. Simplicity, a human touch and stories matter. This presentation was given at the Technology Marketing Summit in Silicon Valley May 2012 by Kathy Klotz-Guest, CEO of Keeping it Human.

Notícias e política

Making Products & Companies

Kathy Klotz-Guest
@kathyklotzguest
kathy@keepingithuman.com

All rights reserved 2012. Klotz-Guest 1

Image courtesy of cubicle ranch.com

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“A wealth of information creates a poverty of attention.”
~ Herbert Simon, late Nobel laureate economist

Volume of Information

Attention, Trust
(EdelmanTrust Barometer)

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Customer Hostage

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6

Emotional Impact Matters

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How does marketing make us FEEL?

Conscious
“Facts,” and Mind
most are 10%
filtered!
Subconscious
Mind
90%
Feelings

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How People Think We Decide
EMOTIONS LOGIC

EMOTIONS LOGIC

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Wanna Connect? Get Human!
Simple Stories
Think “Upside Down”
Likeability? Unleash Your Best People

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Stories, Not “Messaging!’

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Story

It’s about
ME,
dummy!

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Brands Are Emoticons
Which is yours?

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Metaphors,
Analogies

Simplify
Complexity

Marketing Operations
– the Central Nervous
System of Marketing &
Sales

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Customers don’t buy what we make;
they buy who we are.

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Sinek’s ‘The Why’

Too much How great leaders
marketing communicate
focuses here

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Your Cause, Your Why

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Stories Share “Values”

Kinaxis - Simplicity

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20

Think …

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Surprise!

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Humor Humanizes
So Lighten Up!

IBM Art of the Sale

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23

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Want Conversation?
Surprise Your Audience

Cisco – Valentine’s Day

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Likeability

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Personalities are Like
Batteries

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28

Unleash Your Best Storytellers

Person-Person Service Builds Trust

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Where can I humanize?

 “Feeling” Stories
Simple
 “Upside Down” and Lighten Up!
Think

Likeability Means People and Personality

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About Kathy
Chief Human Officer
 Values play, simplicity, and the power of human-speak in business
 20 years high-tech marketing / communications strategy and comedy
 Founding Sr. Fellow, new media think tank (sncr.org)
 MA Stanford University, MBA UC Berkeley
 Founder, Keeping it Human

All rights reserved 2012. Klotz-Guest 32

Thank You for
‘Keeping it Human’
with me!

kathy@keepingithuman.com

www.keepingithuman.com

@kathyklotzguest

Marketer to the “Human” Kind

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