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.
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
2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo