The summary of the document is:
[1] The monthly meeting of the NorCal BMA (Business Marketing Association) was scheduled for January 28th from 5:30-8:00 pm. The agenda included networking, announcements, a panel discussion on using stories to boost content marketing success, and networking.
[2] The NorCal BMA aims to further the careers of B2B professionals through professional development events, best practices from industry experts, and networking opportunities. Becoming a BMA member provides benefits like discounts to events, access to presentations, and connections through the member directory.
[3] Upcoming BMA events in February and March were also announced, featuring speakers on topics like
How Stories Can Boost Your Marketing Success - Jan 28 Panel NorCal BMA
1. Welcome NorCal BMA
January Monthly Meeting
5:30 pm Registration & Networking
6:25 pm Announcements
6:30 pm How Stories Can Boost Your
Content Marketing Success
Moderator: Laura Ramos
Panelists: Jeff Paris& Clay Hausmann
7:30 pm Networking
8:00 pm Adjourn
2. The Business Marketing Association – BMA
Furthering the Careers of B2B Professionals
• Professional development geared to Silicon Valley
– Leading-edge insight into the trends shaping B2B marketing
– Best practices from industry experts and hands-on practitioners
• Vibrant networking opportunities
– B2B professionals, visionary brand strategists, insightful researchers,
respected marketing leaders, award-winning creative gurus
• Invest in you!
– Sharpen your skills and broaden your network
– Learn how to address complex marketing challenges
– Stay on top of new developments and advance your career
4. Benefits to BMA Members
› Receive discounts to local thought leadership events
• Evening speaker events from industry luminaries
• Specialty specific breakfast roundtables
› Online access to event presentations
› Professional development seminars
› Free members-only national thought leadership
webcasts & research
› National Member Directory
• Over 2,500 members nationwide
• Connect to top notch vendors, agencies and talent when you
need help
More
Informa+on:
www.norcalbma.org
• Fuel your
career
• Further your
business
5. BMA Event: February 25th
Sue Bethanis
CEO/Founder Mariposa Leadership
INFLUENCE & IMPACT:
Getting Your Innovative Ideas Noticed!
· What executive presence is needed to sell ideas to peers and upper
management
· How to influence internal colleagues to support and "green light" your idea
· How to deal with resistance to a great idea
Sue will share real work examples from her work as an executive coach.
You'll leave the session with tips on how best put influencing skills into action
to get the resources and buy-in you need to move from idea-to-innovation.
6. BMA Event: March 25th
Linda Popky: Founder & President of Leverage2Market
Associates
Topic:
Being Heard: How B2B Marketers Can Get Above the Noise in
the Marketplace
Join us to learn:
• Why it’s not enough to have a great product, creative service,
or terrific technology.
• The 8 marketing factors that help organizations rise above
• The importance of building integrated marketing initiatives
• The 5 momentum factors
9. Tonight’s Speakers
Laura Ramos
Vice President,
Principal Analyst at Forrester Research
Panelists:
• Jeff Paris, SVP, MRM//McCann West
• Clay Hausmann, Principal at treatment.
Content Marketing:
How Stories Can Boost Your Content Marketing Success
10. How Stories Can Boost Your
Content Marketing Success
Laura Ramos, Vice President, Principal Analyst
Forrester Research, Serving CMOs
January 28, 2015
11. “A tale shall accomplish
something and arrive
somewhere.”
– Mark Twain
32. Tools
of
the
Screenwriter
-‐
Strictly
Confiden+al
-‐
Inciting Incident
Theme
Story beats
Controlling Idea
Act
Climax
Protagonist
Antagonist
Genre
Scene
Open ending
Tone
Premise
Character
Setting
Backstory
Closed ending
Conflict
Resolution
Synopsis
Logline
Look book
Treatment
Dialogue
37. -‐
Strictly
Confiden+al
-‐
Strategy
Execution
Language becomes
simpler.
Customer-centric from
the start.
Story replaces
description.
No translation cycles.
story.
49. Jeff
Paris
SVP/Group
CreaEve
Director
• MRM//McCann
West
includes
Salt
Lake
City
and
San
Francisco
Offices
• 380
professionals
specializing
in
B2B
markeEng
• Salt
Lake
City
is
the
B2B
agency
of
record
for
Intel
51. 62
Percent
of
execuEves
who
say
they
rely
on
“gut
feelings”
when
making
decisions
and
that
so
factors
should
be
given
the
same
weight
as
hard
factors.*
*Only
Human:
The
EmoEonal
Logic
of
Business
Decisions.
Fortune
Knowledge
Group
in
collaboraEon
with
Gyro.
2014
52. 61
Percent
of
execuEves
who
agree
that
human
insights
must
precede
hard
analyEcs
when
making
decisions.*
*Only
Human:
The
EmoEonal
Logic
of
Business
Decisions.
Fortune
Knowledge
Group
in
collaboraEon
with
Gyro.
2014
53. B2B
decisions
are
frequently
more
emo1onally
connected
than
consumer
brands.
Yet
communicaEons
are
typically
very
raEonal.
54. By
telling
emoEonal
stories,
we
help
our
clients
create
deeply
engaged
and
enthusiasEc
champions
who
are
willing
to
speak
up
when
decisions
are
made.
55. RATIONAL
The
way
smart
businesses
think
about
content
markeEng
EMOTIONAL