“applying company positioning to power storytelling in b2b”
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Apply Company Positioning to Power Storytelling in B2B
Ardath AlbeeMarketing Interactions@ardath421 • #cmworld
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Content Marketing is about more than producing content your buyers care about.
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5 Core Goals for B2B Content Marketing
Catch Attention
Grow Engagement
Create Conversation
s
Shorten Buy Cycles
Produce Viable
Opportunities
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Positioning
The art of sharing your distinct value
in ways that resonate with your
buyers, compelling them to engage,
trust, and ultimately buy from you.
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Distinct Value
The intersection of your company’s
strengths with customer needs.
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Apple = Intuitive Use
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Find Anything
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Simplify and Automate IT Processes
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Corporate Positioning is the Pivot PointManual
processes
Cost reduction
Missed SLAsPerformance improvements
Tool sprawlSimplify & Automate IT Processes
Applying positioning in support of buyers’ needs.
ITSM
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Buyer Value Statement as Premise
As the Director of IT Service
Delivery, I need to eliminate
manual processes for the
service desk in order to improve
performance and meet SLAs.
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Corporate Positioning is the Pivot PointFaster service provisioning
Lower CapEx
Improved time to value
Unified management
for virtual services
Capacity planning and
scalability Simplify & Automate IT Processes
Applying positioning in support of buyers’ needs.
Cloud Lifecycle Management
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Buyer Value Statement as Premise
As the VP of IT Infrastructure, I
need faster service provisioning
to keep up with the demands of
business objectives. Cloud
seems to be the answer, but…
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Story: a narrative meant to inform, educate or entertain.
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“Story gives people enough space to think for themselves.” Annette Simmons
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3 Critical Components of Stories
Hero
Villain
Mentor
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Crafting a Story
A story starts with trouble.
What’s gone wrong for your prospect?
ITSM: Missed SLAs due to manual processes
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Respond to TroubleHow to evaluate your ITSM maturity level
What to do when you’ve outgrown your service desk processes
3 Steps to service desk evolution
How to ensure your service desk meets SLAs
Is your service desk holding back business productivity?
Tip: In each piece, make sure the underlying theme is “simplify and automate IT processes.”
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Anticipate What Comes Next
Stan: Okay – so we’re only at level 2 of our ITSM maturity – what do I do now?
You: What to do when you’ve outgrown your service desk processes.
Stan: Well, that sounds great, but also hard and too expensive to deploy. I’m not even sure my team has the right skills for this.
You: Oh, but you can do this. And you can do it iteratively with 3 steps to service desk evolution.
Stan: Hmm. Sounds interesting. But will those steps really help my team meet SLAs?
You: Absolutely. Take a look at how to ensure your service desk meets SLAs.
Stan: You make it sound easy. But I’m not convinced. I’m not sure I can make the case for budget.
You: Have you thought about the costs of stalled business productivity? How much is that costing your business?
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Story Drivers
Objectives Obstacles
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Storytelling and Interactivity
Make sure you connect the dots for your prospects.They will not do it themselves.
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Channel Consistency in Storytelling
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As long as the “trouble” exists, the story works.
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6 Mistakes Made in B2B Storytelling
1. Too much about YOU2. Not serializing the story3. Failing to tell the story across channels4. Addressing the wrong “trouble”5. Forgetting about conflict6. Talking about your company in 3rd
person
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6 Things to Remember
1. Distinct value drives story theme2. Distinct value allows pivots for all offerings3. Always start where there’s trouble4. Anticipate what comes next5. Tell consistent stories across channels6. Connect the dots
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Thank You!
Ardath Albee, CEO & B2B Marketing StrategistMarketing Interactions, Inc.
Web: www.marketinginteractions.com Twitter: @ardath421Blog: http://marketinginteractions.typepad.com