Cutting Through the Noise With Creative Storytelling
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Facts tell but stories sell. Creative storytelling is critical for maximizing results. Discover how Taulia uses storytelling and humor in video to disrupt a legacy industry and generate demand. In this presentation at Space Camp 2015, I discuss how we conceptualize marketing strategies, develop award-winning campaigns, leverage technology to track and analyze, and use content to drive huge amounts of pipeline - all with only four marketers.
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Cutting Through the Noise With Creative Storytelling
- 1. Cutting Through the Noise with Creative Storytelling in B2B The Taulia Way
- 2. #VideoSpaceCamp@itsbhaji Background: Industry Experience: • With Taulia through the journey from an early-stage start-up to the market leading Financial Supply Chain company • As the first person on the ground in marketing, held every conceivable role, from events to branding • Currently, responsible for driving global pipeline growth through inbound and outbound channels Most Successful Marketing Campaigns: • Customers thought our portal wouldn’t be intuitive for their suppliers to use? It’s so easy, kids can use it! Taulia.com/Taulia-is-easy • Suppliers won’t want to get paid early? Trust us, they will. Taulia.com/Unconventional- acceleration • Having a hard time getting a customer testimonial? Feature the person, not the company. Taulia.com/AP-Superhero Bhaji Illuminati Director of Marketing, Taulia Inc.
- 3. #VideoSpaceCamp@itsbhaji Agenda About Taulia and our Approach to Marketing The Art: Using Creative Storytelling and Video Marketing to Drive Engagement The Science: Using the Data to Improve Demand Gen and Optimize Results Questions
- 4. #VideoSpaceCamp@itsbhaji • Founded in 2009 • The financial supply chain company • Fast-growing SaaS company with focus on innovation within the enterprise • We turn our clients into superheroes … literally About Taulia
- 5. #VideoSpaceCamp@itsbhaji The Marketing Evolution 2012 messaging Few customers and minimal pipeline Focused on revamping messaging, rapidly building pipeline and nurturing existing customer relationships Limited PR No Branding 2013 personality Pipeline building continued to be a core focus Added branding, PR, analyst relations and content creation as core activities Focused on creating a personality for Taulia 2014 relationships Continued emphasis on pipeline, content, PR & personality Showcase customer relationships to strengthen brand Customer road shows, conference & tradeshows 2015 sophistication Refined messaging around the Financial Supply Chain Company Greater focus on message personalization Vertical specific campaigns Targeted competitive takeout campaigns
- 6. #VideoSpaceCamp@itsbhaji Taulia Marketing & Brand Strategy Marketing is not one size fits all Know what motivates your prospects People-to-People vs. Business-to-Business Focus on benefits, not products Consistent brand image through content & communication
- 7. #VideoSpaceCamp@itsbhaji • What kind of content to produce and what are the storylines? • How to bring those stories to life? • How do we align these stories to the buying journey? • How do we ensure we’re engaging prospects in an ongoing dialog? • What impact does this video have on revenue? Questions We Ask Ourselves
- 8. What Makes a Great Story?
- 9. #VideoSpaceCamp@itsbhaji The Secret Sauce to Creative Storytelling An Concept People Can Rally Around One Simple Idea Solving a Pain Point Multiple Angles Digestible Information Compliment of Channels
- 10. #VideoSpaceCamp@itsbhaji Bringing the Story to Life Attention grabbing start High level content Customer stories 3rd party content piece Multiple calls to action
- 11. #VideoSpaceCamp@itsbhaji Taking an Integrated Approach
- 14. #VideoSpaceCamp@itsbhaji Taulia’s Marketing Playbook Put the customer at the center of the story Provoke change and emotions Have fun!Simplify the message
- 15. #VideoSpaceCamp@itsbhaji Put the Customer First Turn your customers into superheroes and let them market for you! Taulia.com/shared-services-superheroTaulia.com/ap-superhero
- 16. #VideoSpaceCamp@itsbhaji A common concern prospective buyers have is that the tool won’t be intuitive to the users… how do we fix them? By showing that it’s so easy, even a kid could use it! Simplify Your Message Taulia.com/taulia-is-easy
- 17. #VideoSpaceCamp@itsbhaji If people are afraid of change, let them know that you’ll be there to help them achieve their goals. Your job is to help them take control of their [WHAT??] Provoke Your Audience Taulia.com/take-control
- 18. #VideoSpaceCamp@itsbhaji We’re not endorsing bad business practices… we’re just… okay, well maybe we’re endorsing them. Everyone needs to have a little fun! Just Have a Little Fun Taulia.com/unconventional
- 19. #VideoSpaceCamp@itsbhaji But None of this Matters If… ONE TWO THREE FOUR People aren’t engaging Programs aren’t driving leads or pipeline Performance can’t be tracked Science and storytelling aren’t inegrated
- 21. #VideoSpaceCamp@itsbhaji Maximizing Distribution Taulia.com Email Marketing Landing Pages Social Custom Video Library on Taulia.com
- 22. #VideoSpaceCamp@itsbhaji Optimizing Engagement Losing 40% within first 10 seconds! 60% watched until the end Discovered sharp drop-off in Whiteboard videos when message turned to ‘sales pitch’
- 23. #VideoSpaceCamp@itsbhaji Driving Conversion CTA Marketo Form as CTA at End of Video
- 24. #VideoSpaceCamp@itsbhaji VIDEO TYPE STARTED COMPLETE D Fun Campaign Videos +10 points +5 points Whiteboard Videos +15 points +10 points Demo Videos +20 points +15 points On-Demand Webinar +50 points +15 points Track activities within Marketo as actionable insights • Who’s watching which videos, when, and for how long • Lead scoring based on actual engagement in video content • Automate follow-up after a video viewing session Improving Demand Gen Results 546471 Apr 6, 2015 11:35 Visit Web Page Watched Pricing_Video_2015: 100% 546470 Apr 6, 2015 11:32 Visit Web Page Watched CC_Testimonial: 75% 546266 Apr 2, 2015 12:04 Visit Web Page Watched Prod_Demo_Reports: 50% 546258 Apr 2, 2015 12:01 Visit Web Page Watched Accts_Payable_Adam: 100% Lead Scoring on Video Views michael@globex.com
- 25. #VideoSpaceCamp@itsbhaji Key Take-Aways STORIES Facts tell, but stories sell CULTURE Culture matters AUDIENCE Know who’s watching MEASURE View counts don’t count
Hinweis der Redaktion
- With taulia from 20 people, to 250 people. And 6 fortune 500 clients to 75. Some I liked more than others, but it showed me the full spectrum of what goes into a well oiled marketing machine Through every channel conceivable.. From video, to webinars, whitepapers, direct mail, advertising, social media, email marketing, am I missing anything?? Let me know so I can check it out!
- No “one size fits all” for brand and marketing strategy Decided to create a fun and approachable brand that would appeal to our prospects at a personal level (people to people marketing, not business to business) Strong focus on BENEFITS to the customer and the individual, appealing to the buyer themselves and how we can make them more successful in their role This brand needs to show through in everything we do, especially our content and communications programs
- What kind of content to produce and what are the storylines? How to bring those stories to life in a way that delivers very personal and engaging content that focuses on benefits to the individual? How do we align these stories to the buying journey? How do we avoid “drive-by-marketing” and ensure we’re engaging our prospects in an ongoing dialog? How do we most effectively tell our story with creative content?
- Master the art of multi-channel, multi-media campaigns Build your programs around one simple consistent message Don’t add to the “white noise” that surrounds your audience – be the idea that breaks through Hit your audience through mutiple angles – distribute information in a variety of ways Information provided should be in digestible chunks Use a compliment of channels to distrubute your message
- Funny video (get their attention) Stats/ high level content digest Customer stories (case studies, webinars, testimonials) 3rd party content piece (add credibility) Multiple calls to action depending on what stage in the buying cycle they are
- Put your customer at the center of the story Not about you, it’s about THEM Simplify your message Be relatable, approachable, simple and likable Provoke change Invoke an emotional response Have fun!
- But none of this matters if… People aren’t engaging in the content or converting to the next desired action These programs don’t move the needle on our demand programs or drive leads, pipeline and revenue We can’t track performance data to understand what’s working We can’t bring SCIENCE to the art of storytelling! So we invested in a video platform that could integrate with Marketo
- With a video platform in place, we can now… (1) Efficiently manage and distribute our videos across all channels including custom video hub on taulia.com
- With a video platform in place, we can now… (2) Track views across each channel as well as average drop-off rates >> insights to help us optimize for engagement and conversion, and improve the quality of our content
- With a video platform in place, we can now… (3) Use Calls-to-Action to generate new leads or drive desired action (custom message, button/link to next step, embedded Marketo form)
- Facts tell but stories sell: Be creative to get your buyer’s attention. Culture matters: How will you inspire creative storytelling? Know who’s watching: Track views to improve qualification & insights. View counts don’t count: Use real performance data to act smarter.