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Welcome NorCal BMA
January Monthly Meeting
5:30 pm Registration & Networking
6:25 pm Announcements
6:30 pm How Stories Can Boost Your
Content Marketing Success
Moderator: Laura Ramos
Panelists: Jeff Paris& Clay Hausmann
7:30 pm Networking
8:00 pm Adjourn
The Business Marketing Association – BMA
Furthering the Careers of B2B Professionals
•  Professional development geared to Silicon Valley
–  Leading-edge insight into the trends shaping B2B marketing
–  Best practices from industry experts and hands-on practitioners
•  Vibrant networking opportunities
–  B2B professionals, visionary brand strategists, insightful researchers,
respected marketing leaders, award-winning creative gurus
•  Invest in you!
–  Sharpen your skills and broaden your network
–  Learn how to address complex marketing challenges
–  Stay on top of new developments and advance your career
BMA Members – Join the Group!
Benefits to BMA Members
›  Receive discounts to local thought leadership events
•  Evening speaker events from industry luminaries
•  Specialty specific breakfast roundtables
›  Online access to event presentations
›  Professional development seminars
›  Free members-only national thought leadership
webcasts & research
›  National Member Directory
•  Over 2,500 members nationwide
•  Connect to top notch vendors, agencies and talent when you
need help
More	
  Informa+on:	
  www.norcalbma.org	
  
•  Fuel your
career
•  Further your
business
BMA Event: February 25th
Sue Bethanis
CEO/Founder Mariposa Leadership
INFLUENCE & IMPACT:
Getting Your Innovative Ideas Noticed!
· What executive presence is needed to sell ideas to peers and upper
management
· How to influence internal colleagues to support and "green light" your idea
· How to deal with resistance to a great idea
Sue will share real work examples from her work as an executive coach.
You'll leave the session with tips on how best put influencing skills into action
to get the resources and buy-in you need to move from idea-to-innovation.
BMA Event: March 25th
Linda Popky: Founder & President of Leverage2Market
Associates
Topic:
Being Heard: How B2B Marketers Can Get Above the Noise in
the Marketplace
Join us to learn:
• Why it’s not enough to have a great product, creative service,
or terrific technology.
• The 8 marketing factors that help organizations rise above
• The importance of building integrated marketing initiatives
• The 5 momentum factors
Recruiting
› Name
› Company name
› Position Title
› Perm or Contract
› A 10 second fact
Thank You to Tonight’s Sponsors!
Tonight’s Speakers
Laura Ramos
Vice President,
Principal Analyst at Forrester Research
Panelists:
•  Jeff Paris, SVP, MRM//McCann West
•  Clay Hausmann, Principal at treatment.
Content Marketing:
How Stories Can Boost Your Content Marketing Success
How Stories Can Boost Your
Content Marketing Success
Laura Ramos, Vice President, Principal Analyst
Forrester Research, Serving CMOs
January 28, 2015
“A tale shall accomplish
something and arrive
somewhere.”
– Mark Twain
© 2015 Forrester Research, Inc. Reproduction Prohibited 12
Agenda
› Forrester’s recent research on the state of
content marketing
› Why stories matter
› Clay Hausmann – screenwriting and
storytelling
› Jeff Paris – telling better B2B stories
› Discussion!
© 2015 Forrester Research, Inc. Reproduction Prohibited 13
Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey and July 16, 2014,
“Compare Your B2B Content Marketing Maturity” Forrester report
B2B marketers admit their content
doesn’t engage buyers or deliver value
© 2015 Forrester Research, Inc. Reproduction Prohibited
B2B buyers aren’t engaged with it
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
Source: December 2014, “Brief: B2B Content Fails The Customer Engagement Test” report.
What makes content “engaging”?
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
Source: Forrester qualitative research
B2B websites fail the engagement test
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
Source: November 20, 2014 “Tell Stories To Connect With Business Buyers” Forrester report
Current approaches misfire
“Why is it difficult to develop engaging content?”
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Source: January 21, 2014, “Focus B2B Marketing Budget Gains On Business Outcomes To Succeed In 2014”
Forrester report and upcoming 2015 report.
A lot of resources are wasted
Hypothetical
$1B+ company
Average spent
on marketing programs
Average spent on
content marketing
Of content buyers
find useless.
Estimate of resources/effort
wasted as result of poor content
7% 9%
$ 4M
© 2015 Forrester Research, Inc. Reproduction Prohibited 19
Why is storytelling important?
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
We are “wired” to tell and respond to stories
Source: Uri Hasson, Associate Professor of Psychology, Princeton University
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
Good stories follow time-tested patterns
“Freytag’s pyramid”
© 2015 Forrester Research, Inc. Reproduction Prohibited 22
Good stories build audience empathy
© 2015 Forrester Research, Inc. Reproduction Prohibited
A good story checklist
Every story needs: Notes and explanation:
1) A reason to care •  Give it purpose, connection, emotional
core
•  A story should call to us or act as a
response
2) Characters to care about •  Characters are the vehicles to carry
the story forward
3) A problem •  We are programmed to be compelled
by narrative that has tension
•  A problem serves as the anchor of the
story
4) Acceleration and deceleration •  We want the action to shift
•  Think of it like a long car ride
5) A conclusion appropriate to
the story
•  Don’t just end. Complete the tale by
taking the characters to their final
destination
Source: Chuck Wendig, Terribleminds.com
© 2015 Forrester Research, Inc. Reproduction Prohibited
Jan 28: This Evening’s Panelists
How Stories Can Boost Your Content
Marketing Success
Clay Hausmann
Principal
at treatment
Jeff Paris
SVP, Group Creative Director
at MRM // McCann
The	
  Treatment	
  
of	
  Story.	
  
	
  	
  
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
Tools	
  of	
  the	
  Screenwriter	
  
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
Inciting Incident
Theme
Story beats
Controlling Idea
Act
Climax
Protagonist
Antagonist
Genre
Scene
Open ending
Tone
Premise
Character
Setting
Backstory
Closed ending
Conflict
Resolution
Synopsis
Logline
Look book
Treatment
Dialogue
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
Strategy
Execution story.
Inefficient.
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
Strategy
Execution
Inconsistent.
story.
Inefficient.
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
Strategy
Execution
Ineffective.
story.
Inefficient.
Inconsistent.
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
Strategy
Execution
Insulated.
story.
Inefficient.
Inconsistent.
Ineffective.
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
Strategy
Execution
Language becomes
simpler.
Customer-centric from
the start.
Story replaces
description.
No translation cycles.
story.
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
$135B!
$91B!
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
CLAYHAUSMANN
10
story structure by
Characteristics
Genre
Controlling idea
Inciting Incident
Intelligence Value creation
Comfort/WellnessSex appeal
19
19
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
19
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
19
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
19
-­‐	
  Strictly	
  Confiden+al	
  -­‐	
  	
  
CLAYHAUSMANN
10
story structure by
Characteristics
Genre
Controlling idea
Inciting Incident
Intelligence Value creation
Comfort/WellnessSex appeal
 	
  
www.treatmentofstory.com!
!
clay@treatmentofstory.com!
Telling	
  be3er	
  B2B	
  stories	
  
January	
  28,	
  2015	
  
	
  
Jeff	
  Paris	
  
SVP/Group	
  CreaEve	
  Director	
  
•  MRM//McCann	
  West	
  includes	
  Salt	
  Lake	
  City	
  and	
  	
  San	
  
Francisco	
  Offices	
  
•  380	
  professionals	
  specializing	
  in	
  B2B	
  markeEng	
  
•  Salt	
  Lake	
  City	
  is	
  the	
  B2B	
  agency	
  of	
  record	
  for	
  Intel	
  
RATIONAL	
  
The	
  way	
  most	
  businesses	
  think	
  about	
  content	
  markeEng	
  
62	
  Percent	
  of	
  execuEves	
  who	
  say	
  they	
  rely	
  on	
  “gut	
  feelings”	
  
when	
  making	
  decisions	
  and	
  that	
  so	
  factors	
  should	
  be	
  
given	
  the	
  same	
  weight	
  as	
  hard	
  factors.*	
  
*Only	
  Human:	
  The	
  EmoEonal	
  Logic	
  of	
  Business	
  Decisions.	
  Fortune	
  Knowledge	
  Group	
  in	
  collaboraEon	
  with	
  Gyro.	
  2014	
  
61	
  Percent	
  of	
  execuEves	
  who	
  agree	
  that	
  human	
  insights	
  
must	
  precede	
  hard	
  analyEcs	
  when	
  making	
  decisions.*	
  
*Only	
  Human:	
  The	
  EmoEonal	
  Logic	
  of	
  Business	
  Decisions.	
  Fortune	
  Knowledge	
  Group	
  in	
  collaboraEon	
  with	
  Gyro.	
  2014	
  
B2B	
  decisions	
  are	
  frequently	
  more	
  
emo1onally	
  connected	
  than	
  consumer	
  
brands.	
  	
  
	
  
Yet	
  communicaEons	
  are	
  typically	
  very	
  
raEonal.	
  
By	
  telling	
  emoEonal	
  stories,	
  we	
  help	
  our	
  
clients	
  create	
  deeply	
  engaged	
  and	
  
enthusiasEc	
  champions	
  who	
  are	
  willing	
  
to	
  speak	
  up	
  when	
  decisions	
  are	
  made.	
  
RATIONAL	
  
The	
  way	
  smart	
  businesses	
  think	
  about	
  content	
  markeEng	
  
EMOTIONAL	
  
Three	
  Eps	
  for	
  more	
  
powerful	
  B2B	
  content.	
  
“RaEonal”	
  is	
  a	
  
great	
  place	
  to	
  
start.	
  
1	
  
Explode	
  your	
  raEonal	
  content	
  in	
  more	
  
emoEonal	
  ways.	
  
}	
  
Making	
  big	
  data	
  more	
  human.	
  
Be	
  more	
  human.	
  
2	
  
Intel	
  product	
  demo	
  video.	
  
See:	
  h3ps://www.youtube.com/watch?v=OozkSuwlJw0	
  
No,	
  really.	
  You	
  
can	
  be	
  more	
  
human.	
  
2	
  
If	
  cables	
  were	
  people:	
  HDMI	
  
See:	
  h3ps://www.youtube.com/watch?v=Nq_-­‐bXhdQRc	
  
Schedule	
  story	
  
Eme.	
  
3	
  
The	
  Friday	
  Fast	
  Five.	
  
Since	
  May,	
  2014	
  
@IntelEDU	
  has	
  
gone	
  from	
  1,600	
  
followers	
  to	
  
210,000	
  
Tell	
  B2B	
  stories	
  with	
  these	
  three	
  Eps:	
  
1.  ‘RaEonal’	
  is	
  a	
  great	
  place	
  to	
  start.	
  
2.  Be	
  more	
  human.	
  
3.  Schedule	
  story	
  Eme.	
  
Thank	
  you.	
  
jeff.paris@mrm-­‐mccann.com 	
  	
  
© 2015 Forrester Research, Inc. Reproduction Prohibited 69
Questions and discussion….
Clay Hausmann
Principal
at treatment
Jeff Paris
SVP, Group Creative Director
at MRM // McCann
© 2015 Forrester Research, Inc. Reproduction Prohibited 70

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How Stories Can Boost Your Marketing Success - Jan 28 Panel NorCal BMA

  • 1. Welcome NorCal BMA January Monthly Meeting 5:30 pm Registration & Networking 6:25 pm Announcements 6:30 pm How Stories Can Boost Your Content Marketing Success Moderator: Laura Ramos Panelists: Jeff Paris& Clay Hausmann 7:30 pm Networking 8:00 pm Adjourn
  • 2. The Business Marketing Association – BMA Furthering the Careers of B2B Professionals •  Professional development geared to Silicon Valley –  Leading-edge insight into the trends shaping B2B marketing –  Best practices from industry experts and hands-on practitioners •  Vibrant networking opportunities –  B2B professionals, visionary brand strategists, insightful researchers, respected marketing leaders, award-winning creative gurus •  Invest in you! –  Sharpen your skills and broaden your network –  Learn how to address complex marketing challenges –  Stay on top of new developments and advance your career
  • 3. BMA Members – Join the Group!
  • 4. Benefits to BMA Members ›  Receive discounts to local thought leadership events •  Evening speaker events from industry luminaries •  Specialty specific breakfast roundtables ›  Online access to event presentations ›  Professional development seminars ›  Free members-only national thought leadership webcasts & research ›  National Member Directory •  Over 2,500 members nationwide •  Connect to top notch vendors, agencies and talent when you need help More  Informa+on:  www.norcalbma.org   •  Fuel your career •  Further your business
  • 5. BMA Event: February 25th Sue Bethanis CEO/Founder Mariposa Leadership INFLUENCE & IMPACT: Getting Your Innovative Ideas Noticed! · What executive presence is needed to sell ideas to peers and upper management · How to influence internal colleagues to support and "green light" your idea · How to deal with resistance to a great idea Sue will share real work examples from her work as an executive coach. You'll leave the session with tips on how best put influencing skills into action to get the resources and buy-in you need to move from idea-to-innovation.
  • 6. BMA Event: March 25th Linda Popky: Founder & President of Leverage2Market Associates Topic: Being Heard: How B2B Marketers Can Get Above the Noise in the Marketplace Join us to learn: • Why it’s not enough to have a great product, creative service, or terrific technology. • The 8 marketing factors that help organizations rise above • The importance of building integrated marketing initiatives • The 5 momentum factors
  • 8. Thank You to Tonight’s Sponsors!
  • 9. Tonight’s Speakers Laura Ramos Vice President, Principal Analyst at Forrester Research Panelists: •  Jeff Paris, SVP, MRM//McCann West •  Clay Hausmann, Principal at treatment. Content Marketing: How Stories Can Boost Your Content Marketing Success
  • 10. How Stories Can Boost Your Content Marketing Success Laura Ramos, Vice President, Principal Analyst Forrester Research, Serving CMOs January 28, 2015
  • 11. “A tale shall accomplish something and arrive somewhere.” – Mark Twain
  • 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 Agenda › Forrester’s recent research on the state of content marketing › Why stories matter › Clay Hausmann – screenwriting and storytelling › Jeff Paris – telling better B2B stories › Discussion!
  • 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey and July 16, 2014, “Compare Your B2B Content Marketing Maturity” Forrester report B2B marketers admit their content doesn’t engage buyers or deliver value
  • 14. © 2015 Forrester Research, Inc. Reproduction Prohibited B2B buyers aren’t engaged with it
  • 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 Source: December 2014, “Brief: B2B Content Fails The Customer Engagement Test” report. What makes content “engaging”?
  • 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Source: Forrester qualitative research B2B websites fail the engagement test
  • 17. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 Source: November 20, 2014 “Tell Stories To Connect With Business Buyers” Forrester report Current approaches misfire “Why is it difficult to develop engaging content?”
  • 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 18 Source: January 21, 2014, “Focus B2B Marketing Budget Gains On Business Outcomes To Succeed In 2014” Forrester report and upcoming 2015 report. A lot of resources are wasted Hypothetical $1B+ company Average spent on marketing programs Average spent on content marketing Of content buyers find useless. Estimate of resources/effort wasted as result of poor content 7% 9% $ 4M
  • 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 Why is storytelling important?
  • 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 We are “wired” to tell and respond to stories Source: Uri Hasson, Associate Professor of Psychology, Princeton University
  • 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 Good stories follow time-tested patterns “Freytag’s pyramid”
  • 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 Good stories build audience empathy
  • 23. © 2015 Forrester Research, Inc. Reproduction Prohibited A good story checklist Every story needs: Notes and explanation: 1) A reason to care •  Give it purpose, connection, emotional core •  A story should call to us or act as a response 2) Characters to care about •  Characters are the vehicles to carry the story forward 3) A problem •  We are programmed to be compelled by narrative that has tension •  A problem serves as the anchor of the story 4) Acceleration and deceleration •  We want the action to shift •  Think of it like a long car ride 5) A conclusion appropriate to the story •  Don’t just end. Complete the tale by taking the characters to their final destination Source: Chuck Wendig, Terribleminds.com
  • 24. © 2015 Forrester Research, Inc. Reproduction Prohibited Jan 28: This Evening’s Panelists How Stories Can Boost Your Content Marketing Success Clay Hausmann Principal at treatment Jeff Paris SVP, Group Creative Director at MRM // McCann
  • 25. The  Treatment   of  Story.      
  • 32. Tools  of  the  Screenwriter   -­‐  Strictly  Confiden+al  -­‐     Inciting Incident Theme Story beats Controlling Idea Act Climax Protagonist Antagonist Genre Scene Open ending Tone Premise Character Setting Backstory Closed ending Conflict Resolution Synopsis Logline Look book Treatment Dialogue
  • 33. -­‐  Strictly  Confiden+al  -­‐     Strategy Execution story. Inefficient.
  • 34. -­‐  Strictly  Confiden+al  -­‐     Strategy Execution Inconsistent. story. Inefficient.
  • 35. -­‐  Strictly  Confiden+al  -­‐     Strategy Execution Ineffective. story. Inefficient. Inconsistent.
  • 36. -­‐  Strictly  Confiden+al  -­‐     Strategy Execution Insulated. story. Inefficient. Inconsistent. Ineffective.
  • 37. -­‐  Strictly  Confiden+al  -­‐     Strategy Execution Language becomes simpler. Customer-centric from the start. Story replaces description. No translation cycles. story.
  • 38. -­‐  Strictly  Confiden+al  -­‐     $135B! $91B!
  • 40. CLAYHAUSMANN 10 story structure by Characteristics Genre Controlling idea Inciting Incident Intelligence Value creation Comfort/WellnessSex appeal
  • 41. 19
  • 46. CLAYHAUSMANN 10 story structure by Characteristics Genre Controlling idea Inciting Incident Intelligence Value creation Comfort/WellnessSex appeal
  • 48. Telling  be3er  B2B  stories   January  28,  2015    
  • 49. Jeff  Paris   SVP/Group  CreaEve  Director   •  MRM//McCann  West  includes  Salt  Lake  City  and    San   Francisco  Offices   •  380  professionals  specializing  in  B2B  markeEng   •  Salt  Lake  City  is  the  B2B  agency  of  record  for  Intel  
  • 50. RATIONAL   The  way  most  businesses  think  about  content  markeEng  
  • 51. 62  Percent  of  execuEves  who  say  they  rely  on  “gut  feelings”   when  making  decisions  and  that  so  factors  should  be   given  the  same  weight  as  hard  factors.*   *Only  Human:  The  EmoEonal  Logic  of  Business  Decisions.  Fortune  Knowledge  Group  in  collaboraEon  with  Gyro.  2014  
  • 52. 61  Percent  of  execuEves  who  agree  that  human  insights   must  precede  hard  analyEcs  when  making  decisions.*   *Only  Human:  The  EmoEonal  Logic  of  Business  Decisions.  Fortune  Knowledge  Group  in  collaboraEon  with  Gyro.  2014  
  • 53. B2B  decisions  are  frequently  more   emo1onally  connected  than  consumer   brands.       Yet  communicaEons  are  typically  very   raEonal.  
  • 54. By  telling  emoEonal  stories,  we  help  our   clients  create  deeply  engaged  and   enthusiasEc  champions  who  are  willing   to  speak  up  when  decisions  are  made.  
  • 55. RATIONAL   The  way  smart  businesses  think  about  content  markeEng   EMOTIONAL  
  • 56. Three  Eps  for  more   powerful  B2B  content.  
  • 57. “RaEonal”  is  a   great  place  to   start.   1  
  • 58. Explode  your  raEonal  content  in  more   emoEonal  ways.   }  
  • 59. Making  big  data  more  human.  
  • 61. Intel  product  demo  video.   See:  h3ps://www.youtube.com/watch?v=OozkSuwlJw0  
  • 62. No,  really.  You   can  be  more   human.   2  
  • 63. If  cables  were  people:  HDMI   See:  h3ps://www.youtube.com/watch?v=Nq_-­‐bXhdQRc  
  • 65. The  Friday  Fast  Five.  
  • 66. Since  May,  2014   @IntelEDU  has   gone  from  1,600   followers  to   210,000  
  • 67. Tell  B2B  stories  with  these  three  Eps:   1.  ‘RaEonal’  is  a  great  place  to  start.   2.  Be  more  human.   3.  Schedule  story  Eme.  
  • 69. © 2015 Forrester Research, Inc. Reproduction Prohibited 69 Questions and discussion…. Clay Hausmann Principal at treatment Jeff Paris SVP, Group Creative Director at MRM // McCann
  • 70. © 2015 Forrester Research, Inc. Reproduction Prohibited 70