Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
Ardath Albee, CEO & B2B Strategist, Marketing Interactions, Inc.
The Art & Science of
Persona-Driven Storytelling
April 20...
@thuelmadsen#KISSwebinar
Join the conversation on Twi er
Ardath Albee – Marketing Interactions - @ardath421
Ardath Albee is a B2B strategist & CEO of her firm, Marketing
Interactio...
@ardath421 #KISSwebinar
Join the conversation on Twi er
1 Section One – What Storytelling Means for B2B
Context
Components
Conflict
Conversions
2 Section Two – How Personas Drive ...
WATCH WEBINAR RECORDING NOW
What Storytelling Means
for B2B
1
82% of marketers are concerned about their ability to
reach customers ResearchNow
1 in 2 Marketers don’t have enough
ideas to fuel their content marketi
ng.
Kapost | Content Ideas
95% believe creating and
finding new, timely, and
engaging content is one
of their biggest
challenges
CMO Club: At the Spee...
Less than 30% of buyers
equate trustworthiness with
vendor content.
2014 B2B Content Preferences Survey
“A story is the only way to activate parts in the
brain so that a listener turns the story into their
own idea and experie...
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
How Personas Drive
Stories
2
A persona is…
…a composite sketch of a segment of your
target market designed to help brands align
with buyer’s needs and ...
Context
Components
•  A Day in the Life
•  Objectives / Problems
•  Orientation
•  Obstacles
•  Questions
•  Preferences
•  Keywor...
Helen, VP of eCommerceMy team has worked really hard on our website. It looks amazing, but just when
we think we’re done, ...
Objectives / Problems
•  Content Personalization
•  Monetization – ecommerce
•  Optimize online experience
•  Lack of Data...
Questions Create Links to
Build the Buyer’s Story
Why should I care?
Why isn’t my workaround good enough?
What will happen...
Engagement Scenario
Buyer clicks link
in Tweet
Lands on
featured article
on website
Clicks link to
white paper
mentioned
D...
Conflict
Where’s the Trouble?
Conversions
At each step along the
way…
What should your buye
r do next?
Why Storytelling Trumps
Campaigns
3
Campaigns
T1 T1 T1 T2 T2 T2 T3 T3
1 2 3 4 5 6 7
Theme 1: Engagement Theme 2:
Interactive
Theme 3: Metrics
What’s the Problem? The Pr...
61% of buyers agreed that the winning vendor delivered a
be er mix of content appropriate for each stage of the
purchasing...
Stories Create Momentum
Hero (Buyer)
Has Problem (Big
Question)
Seeks Solution
(Decides to Take
Action)
Lacks Expertise
(S...
Conversational
Competence
4
Conversational Competence
Providing experiences that are fluid,
easy to follow and highly relevant.
What payoffs can we
achieve with a more
personalized approach
to our website
content?
Personalized content is viewed
with h...
http://www.amazon.com/Digital-Relevance-Developing-Marketing-Strategies/dp/1137452803
2015 KISSmetrics Guide KISSmetrics Demo
h p://kiss.ly/growth h p://kiss.ly/demo
Questions?
Ardath Albee
CEO
Marketing Interactions
@ardath421
ardath@marketinginteractions.com
Thue Madsen
Marketing Opera...
THANK YOU
Ardath Albee
@ardath421
Próxima SlideShare
Cargando en…5
×

The Art and Science of Persona-Driven Storytelling

3.393 visualizaciones

Publicado el

Ardath Albee is a B2B strategist & CEO of her firm, Marketing Interactions, Inc. She helps companies with complex sales use persona-driving content strategies to turn prospects into buyers and ensure that customers stay engaged. She’s the author of two books, Digital Relevance and eMarketing Strategies for the Complex Sale. Ardath has been voted one of the Top 50 Most Influential People in Sales and Lead Management for the last four years..
What Storytelling Means for B2B 1
82% of marketers are concerned about their ability to reach customers Research Now
1 in 2 Marketers don’t have enough ideas to fuel their content marketing.
95% believe creating and finding new, timely, and engaging content is one of their biggest challenges CMO Club: At the Speed of Life
Less than 30% of buyers equate trustworthiness with vendor content. 2014 B2B Content Preferences Survey
“A story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.” Uri Hasson, Princeton neuroscientist
How Personas Drive Stories 2
A persona is… …a composite sketch of a segment of your target market designed to help brands align with buyer’s needs and priorities to build engagement that results in a profitable relationship.
Context
Components •  A Day in the Life •  Objectives / Problems •  Orientation •  Obstacles •  Questions •  Preferences •  Keywords & Phrases •  Engagement Scenarios
Objectives / Problems •  Content Personalization •  Monetization – ecommerce •  Optimize online experience •  Lack of Data •  Friction in payment process •  Unable to update in real time
Why Storytelling Trumps Campaigns 3
Theme 1: Engagement Theme 2: Interactive Theme 3: Metrics What’s the Problem? The Prospect can’t do X because of Y. Campaigns are a Company Construct
61% of buyers agreed that the winning vendor delivered a be er mix of content appropriate for each stage of the purchasing process. 2014 Buyer Behavior Survey Figure 10.2 | Digital Relevance
Stories Create Momentum Hero (Buyer) Has Problem (Big Question) Seeks Solution (Decides to Take Action) Lacks Expertise (Small Questions asked at each stage) Encounters Obstacles ! (What if…?) Learns from Mentor (You) Gains Consensus (Climax) Achieves Resolution (Chooses to Buy)
What payoffs can we achieve with a more personalized approach to our website content? Personalized content is viewed with higher relevance, which results in higher engagement and conversions. Find out about the top 5 things CIOs want from a WCM
http://www.amazon.com/Digital-Relevance-Developing-Marketing-Strategies/dp/1137452803
2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo

Publicado en: Marketing

The Art and Science of Persona-Driven Storytelling

  1. 1. Ardath Albee, CEO & B2B Strategist, Marketing Interactions, Inc. The Art & Science of Persona-Driven Storytelling April 2015 Presentation
  2. 2. @thuelmadsen#KISSwebinar Join the conversation on Twi er
  3. 3. Ardath Albee – Marketing Interactions - @ardath421 Ardath Albee is a B2B strategist & CEO of her firm, Marketing Interactions, Inc. She helps companies with complex sales use persona-driving content strategies to turn prospects into buyers and ensure that customers stay engaged. She’s the author of two books, Digital Relevance and eMarketing Strategies for the Complex Sale. Ardath has been voted one of the Top 50 Most Influential People in Sales and Lead Management for the last four years. Thue Madsen - KISSmetrics - @ThueLMadsen Thue is the KISSmetrics Webinar Wizard and Marketing Ops Specialist. Before joining forces with KISSmetrics, he was a Ly driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him fishing and hiking in the Sierras.
  4. 4. @ardath421 #KISSwebinar Join the conversation on Twi er
  5. 5. 1 Section One – What Storytelling Means for B2B Context Components Conflict Conversions 2 Section Two – How Personas Drive Stories 3 Section Three – Why Storytelling Trumps Campaigns Table of Contents 4 Section Four – Conversational Competence
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. What Storytelling Means for B2B 1
  8. 8. 82% of marketers are concerned about their ability to reach customers ResearchNow
  9. 9. 1 in 2 Marketers don’t have enough ideas to fuel their content marketi ng. Kapost | Content Ideas
  10. 10. 95% believe creating and finding new, timely, and engaging content is one of their biggest challenges CMO Club: At the Speed of Life
  11. 11. Less than 30% of buyers equate trustworthiness with vendor content. 2014 B2B Content Preferences Survey
  12. 12. “A story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.” Uri Hasson, Princeton neuroscientist
  13. 13. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  14. 14. How Personas Drive Stories 2
  15. 15. A persona is… …a composite sketch of a segment of your target market designed to help brands align with buyer’s needs and priorities to build engagement that results in a profitable relationship.
  16. 16. Context
  17. 17. Components •  A Day in the Life •  Objectives / Problems •  Orientation •  Obstacles •  Questions •  Preferences •  Keywords & Phrases •  Engagement Scenarios
  18. 18. Helen, VP of eCommerceMy team has worked really hard on our website. It looks amazing, but just when we think we’re done, consumer preferences shi again. Traditional marketing seemed so much more predictable than the digital channels in use today. But that’s not all that’s changed. My executive board wants metrics for our marketing initiatives that tie to business objectives and new markets with demonstrable revenue streams. The analysts say that personalization and dynamic publishing are the path to consumer engagement, but I’m not sure the best way to do that. Mitch is doing his best, but the tools we have today aren’t cu ing it. Making this more difficult, Charles is really proud of the system his team has worked to evolve over the last 7 years. Unfortunately, it’s not scaling well for what we need now. Every time he sees me coming, he knows I want something else. I think he’s starting to avoid me. Consumer preferences are driving the industry and if we don’t keep ahead of what they want, they’ll go somewhere else. In fact, I hate to admit it, but they already are. We’ve got to reverse that trend. I’m working really hard to try and get my digital expertise up to speed, but I’m afraid I’ll make the wrong choice. I really need a vendor who’ll help me get there and look good while I’m learning. Alan is a godsend, but I’m afraid he’s going to leave if I don’t give him the tools he needs to do his job be er. We need to be able to create more immersive and interactive experiences that help us grow reach and build loyalty that translates into business value. Waiting on IT adds too much time. We need more control. Changing systems is going to be a huge undertaking. Not just on our side, but for IT as well. I need a credible vendor who puts their money where their mouth is— a er the contract gets signed. A Day in the Life
  19. 19. Objectives / Problems •  Content Personalization •  Monetization – ecommerce •  Optimize online experience •  Lack of Data •  Friction in payment proces s •  Unable to update in real ti me Helen, VP of eCommerce Helen needs to transform her company’s website to create “stickier” engagement t hat leads to higher conversions and reve nue.
  20. 20. Questions Create Links to Build the Buyer’s Story Why should I care? Why isn’t my workaround good enough? What will happen if I do nothing? What are my competitors doing? What do the experts say? What are best practices? What are my choices? Who has the expertise to help? What’s the payoff? What else does it impact? What if something goes sideways? How can I be sure you’re the best choice?
  21. 21. Engagement Scenario Buyer clicks link in Tweet Lands on featured article on website Clicks link to white paper mentioned Downloads white paper and clicks on link to blog post Reads blog post, subscribes and Tweets link to post Sees webinar on related topic promoted in blog feed Registers to a end webinar Asks a great question at the end You follow up with the answer and conversation begins
  22. 22. Conflict Where’s the Trouble?
  23. 23. Conversions At each step along the way… What should your buye r do next?
  24. 24. Why Storytelling Trumps Campaigns 3
  25. 25. Campaigns
  26. 26. T1 T1 T1 T2 T2 T2 T3 T3 1 2 3 4 5 6 7 Theme 1: Engagement Theme 2: Interactive Theme 3: Metrics What’s the Problem? The Prospect can’t do X because of Y. Campaigns are a Company Construct
  27. 27. 61% of buyers agreed that the winning vendor delivered a be er mix of content appropriate for each stage of the purchasing process. 2014 Buyer Behavior Survey Figure 10.2 | Digital Relevance
  28. 28. Stories Create Momentum Hero (Buyer) Has Problem (Big Question) Seeks Solution (Decides to Take Action) Lacks Expertise (Small Questions asked at each stage) Encounters Obstacles ! (What if…?) Learns from Mentor (You) Gains Consensus (Climax) Achieves Resolution (Chooses to Buy) Figure 15.1 from Digital Relevance
  29. 29. Conversational Competence 4
  30. 30. Conversational Competence Providing experiences that are fluid, easy to follow and highly relevant.
  31. 31. What payoffs can we achieve with a more personalized approach to our website content? Personalized content is viewed with higher relevance which results in higher engagement and conversions. Here’s why… Why is a WCM be er than the CMS we use now? Because unstructured content allows for customized displays created in real-time based on individual user parameters… How do I talk to my CIO about the solution? What will he care most about? Find out about the top 5 things CIOs want from a WCM… Helen Your Content
  32. 32. http://www.amazon.com/Digital-Relevance-Developing-Marketing-Strategies/dp/1137452803
  33. 33. 2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo
  34. 34. Questions? Ardath Albee CEO Marketing Interactions @ardath421 ardath@marketinginteractions.com Thue Madsen Marketing Operations Specialist KISSmetrics @ThueLMadsen tmadsen@kissmetrics.com
  35. 35. THANK YOU Ardath Albee @ardath421

×