The Importance Of Story In B2B Marketing

Everything I’m about to tell you is true.

Except one thing.

Let’s Begin....

May, 2003

R = cS c

S c∑ c* R t

Does the ultimate marketing algorithm exist?

R = cS c

S c∑ c* R t

Does the ultimate marketing algorithm exist?

It might. But I don’t care.

“data driven marketing” 350,000 Results

“story driven marketing” 21,000 Results

Pretentious? Overwrought? Silly?

“advertising agencies were not built to deliver for “always-on” content marketing. Brands like ours need highly creative content.”

Christa Carone – CMOXerox

“The challenge facing marketers is how to effectively and efficiently organize for this new, nimble era of content creation.”

Paul Matsen – CMO Cleveland Clinic

“Brand storytelling is both an art and a science. If you’ve [delivered relevant, authentic experiences], your story can end up being the one that people love and more importantly remember.”

Davide Grasso VP Global Brand Marketing

Nike

“The more I can use brand stories to create emotional connections to my consumers, the less I have to trade on it. ”

Jonathan Mildenhall,Worldwide VP of Creative

Coca Cola

If we believe that the science of marketing can be complex enough to make “data scientists” sexy

Why is it so hard to believe that the art of marketing can be as complex as the best stories ever told?

“In business, we delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity?

Beth Comstock, CMOGE

We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.”

“In business, we delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity?

Beth Comstock, CMOGE

We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.”

@ Robert_Rose

@ Robert_Rose

@ Robert_Rose

@ Robert_Rose

@ Robert_Rose

@ Robert_Rose

@ Robert_Rose

1,353,000,000 Views10,425 Years Of Human Time

@ Robert_Rose

1,800,000 Views6 Years Of Human Time

1,353,000,000 Views10,425 Years Of Human Time

@ Robert_Rose

1,800,000 Views6 Years Of Human Time

1,353,000,000 Views10,425 Years Of Human Time

1,353,000,000 Views10,425 Years Of Human Time

@ Robert_Rose

1,800,000 Views6 Years Of Human Time

1,353,000,000 Views10,425 Years Of Human Time

16 Years Of Human Time

1,353,000,000 Views10,425 Years Of Human Time

@ Robert_Rose

1,800,000 Views6 Years Of Human Time

1,353,000,000 Views10,425 Years Of Human Time

16 Years Of Human Time

1,353,000,000 Views10,425 Years Of Human Time

Every Hour...

@ Robert_Rose

1,800,000 Views6 Years Of Human Time

1,353,000,000 Views10,425 Years Of Human Time

16 Years Of Human Time

1,353,000,000 Views10,425 Years Of Human Time

How do brands differentiate?Every Hour...

@ Robert_Rose

1,353,000,000 Views10,425 Years Of Human Time

350,000 Views

Avg. <7,000 Views

The Network Effect

New Audiences For Their Blog

Target 200 Clients

Financial Services Company

150% Increase In Retention

Event, Email, Blog, Video

@ Robert_Rose

1,353,000,000 Views10,425 Years Of Human Time

BUT IT HAS TO BE TRUE

@ Robert_Rose

1,353,000,000 Views10,425 Years Of Human Time

Thought'Leader' Storyteller'

Meet'Demand'

The'Efficient'Funnel'

Creates'Trust''

Be'found'

Generate'Awareness'

Trust'

Creates'Demand'

DifferenAates'Creates'

Evangelists'

Content'Aware'

@ Robert_Rose

1,353,000,000 Views10,425 Years Of Human Time

Thought'Leader' Storyteller'

Meet'Demand'

The'Efficient'Funnel'

Creates'Trust''

Be'found'

Generate'Awareness'

Trust'

Creates'Demand'

DifferenAates'Creates'

Evangelists'

Content'Aware'

@ Robert_Rose

1,353,000,000 Views10,425 Years Of Human Time

Thought'Leader' Storyteller'

Meet'Demand'

The'Efficient'Funnel'

Creates'Trust''

Be'found'

Generate'Awareness'

Trust'

Creates'Demand'

DifferenAates'Creates'

Evangelists'

Content'Aware'

@ Robert_Rose

1,353,000,000 Views10,425 Years Of Human Time

Thought'Leader' Storyteller'

Meet'Demand'

The'Efficient'Funnel'

Creates'Trust''

Be'found'

Generate'Awareness'

Trust'

Creates'Demand'

DifferenAates'Creates'

Evangelists'

Content'Aware'

“In business, we delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity?

We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.”

Beth Comstock, CMOGeneral Electric

70/20/10 Investment Model

Jonathan Mildenhall,Worldwide VP of Creative

Coca Cola

What’s Your 10%

I told you that everything was true except one thing...

I told you that everything was true except one thing...

I didn’t have the guts.

Perhaps you will.

Thank You....

@Robert_Rosewww.contentmarketinginstitute.com