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Winning with Business Storytelling in the B2B Sector

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Originally presented by Jake Athey, Director of Marketing at Widen, at the ClickZ Live Chicago digital marketing conference on November 17, 2015. Learn more about Widen at: http://www.widen.com.

Publicada em: Marketing
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Winning with Business Storytelling in the B2B Sector

  1. 1. Winning with Business Storytelling in the B2B Sector
  2. 2. Jake Athey Director of Marketing Your Hosts #CZLCHI
  3. 3. I am not an expert.
  4. 4. Key Topics ● The PVC framework to master storytelling ○ Channeling other PEOPLE ○ Using an authentic VOICE ○ Finding the CONNECTION ● Ways to make it stick for any organization #CZLCHI
  5. 5. Laurie Scheer The Hero’s Journey
  6. 6. Donna Lichaw Beginning Middle End Exposition Rising Action Crisis Falling Action Resolution Inciting Incident Climax
  7. 7. Kindra Hall Normal New Normal EXPLOSION *
  8. 8. ...It’s inspiring.
  9. 9. PVCand duct tape for a story that sticks #CZLCHI
  10. 10. Great storytelling is channeling other PEOPLE. -Rajiv Chandrasekaran PVC #CZLCHI
  11. 11. 10,000 skus
  12. 12. Make it stick.
  13. 13. Points for channeling other PEOPLE ● Start with “why?” ● Be involved in the customer journey ● Capture the authentic moments ● Make it personal
  14. 14. Great storytelling comes from an authentic and unique VOICE. PVC #CZLCHI
  15. 15. How does your brand sound, look and feel?
  16. 16. The places to extend your VOICE ● Website ● Whitepapers, Infographics ● Videos & Webinars ● Reports, eBooks, Podcasts ● Tradeshow Displays ● PR & Newsletters ● Sell Sheets / Collateral ● Presentations ● Blog Posts ● Personal Branding ● Social Media & Ads ● Triggered Email Series ● 1-off Email Blasts ● Sales Emails ● Online Community Posts ● Direct Mail
  17. 17. Make it stick.
  18. 18. Points for using tone of VOICE ● Use tone of voice as a differentiator ● Passion is storytelling fuel ● Find interesting ways to say boring stuff ● Connect your dots
  19. 19. Great storytelling requires an emotional CONNECTION. PVC #CZLCHI
  20. 20. Connections are made in moments.
  21. 21. How was your weekend? What was the highlight?
  22. 22. Make it stick.
  23. 23. Points to inspire stronger CONNECTION ● It all comes back to moments ● Lead with emotion ● Follow with facts ● Be visual
  24. 24. PEOPLE VOICE CONNECTION #CZLCHI

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