Most b2b marketing demand generation relies on volumes of text-heavy content like whitepapers. Whitepapers appeal to the analytical part of the brain but ignore the decision-making part of the brain. Learn how to create sales-ready leads with visual storytelling marketing campaigns.

1. Power Tools for
Demand Generation

2. Today’s Agenda
Your Desired Outcome:
Challenges putting your outcome at risk:

3. Today’s Agenda
Your Desired Outcome:
Challenges putting your outcome at risk:

4. Pick the Right Starting Point

5. Your Prospect’s Brain

7. Wake the Old Brain
Your messaging needs to:
• Make the status quo unsafe
• Challenge current assumptions
• Create urgency for change
• Show desired outcomes at risk

8. Warning! Warning!
There’s a Risk:
If you are using
Personas and Voice of
the Customer (VOC) to
drive your message
development.

9. Power Positioning® Process
Define your target “status quo” why it’s
safe and where there are gaps
Customer Status Quo
Outcome Outcome Outcome
Identify executive outcomes and
at risk at risk at risk strategic objectives that may be at risk
Threats Threats Threats
Reveal threats, problems and missed
opportunities for each outcome that need to
Problems Problems Problems be solved to reach desired outcome
Misses Misses Misses
New Needs
New Needs
New Needs
Re-define the needs and point to your relevant
and advantaged strengths that solve for each
challenge above
Solution Solution Solution Describe the positive business impact,
including customer stories with contrast
New End New End New End before and after the solution
State State State

10. Develop prospect-centric,
challenge-focused content
that loosens the status quo
and convinces the prospect
they need to change.

11. Today’s Agenda
Your Desired Outcome:
Challenges putting your outcome at risk:

12. Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper

13. White
paper
Your Prospect’s Brain

15. Reach the Old Brain
Visual Storytelling

16. Use proven visual
storytelling “message
objects” for appealing to
the old brain and
breaking free from the
written-word trap.

17. Demand Gen Content Process
Conversation Roadmap
Identifies Desired Customer
Outcomes and the Challenges
that put them at risk!
Visual Storyboard
Develops a well-choreographed
visual storyboard based on
each identified Challenge
Quick Video Modules
Delivers a fast-paced, 2-3 minute
vignette with visuals and voiceover

18. Warning! Warning!
There’s a risk:
If you aren’t using
videos as a core part
of your demand
generation campaign.

19. Today’s Agenda
Your Desired Outcome:
Challenges putting your outcome at risk:

20. Marketing and Sales Alignment

22. Apply proven selling
conversation techniques
in providing better lead
hand-offs to salespeople
with first-call coaching
prompters.

23. Marketing and Sales Alignment

24. Integrated Campaign

25. Customer Sample
Email
Video
Prompter
Paper

26. Nine Powerful Campaigns
Your Conversation Roadmap

27. Download the Solution Brief
The solution brief
contains links to a
customer sample
toolset. Download the
PDF and then click on
the icons on page 2.
Click to Download
http://win.corporatevisions.com/PowerToolsforDemandGeneration_SolutionBrief-Download.html

28. MARKETING AND SALES MESSAGING CONFERENCE 2012
CHICAGO,
SEPT. 18-20
3 Professional Development
Break Out Tracks:
1. Marketing Messaging &
Content Creation
2. Sales Customer Conversation
Delivery
Billy Ben 3. Power Coaching Workshop for
Beane Zander Sales Managers
Learn More and Register at http://conference.corporatevisions.com