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© 2016 Josh Hill marketingrockstarguides.com
STORYTELLING MARKETING
How to really reach your customer
Josh Hill
December 2016
MarketingRockstarGuides.com
Licensed Under http://creativecommons.org/licenses/by-sa/4.0/
© 2016 Josh Hill marketingrockstarguides.com
Licensed Under Creative Commons 4.0
http://creativecommons.org/licenses/by-sa/4.0/
You are free to:
• Share and redistribute.
• Adapt and remix, including for commercial use.
Conditions:
• Provide credit to Josh Hill and MarketingRockstarGuides.com.
• Note changes made in any modified versions.
• Must redistribute any adapted or versions under the same license.
© 2016 Josh Hill marketingrockstarguides.com
A little about this deck
• Use this to discover your Commercial Insight to embed it within a Storytelling
framework.
• Take your buyer personas and account personas and map those back to the
Story.
• Operationalize the personas in your marketing automation and sales
operations.
• Route leads to the correct storyline.
• This deck assumes you read The Challenger Customer.
• This deck assumes you will go more into storytelling techniques.
CEB did not provide consideration and does not necessarily endorse this deck.
© 2016 Josh Hill marketingrockstarguides.com
Thank you
Many thanks to CEB’s Patrick Spenner who co-authored The Challenger
Customer and has provided valuable feedback on this deck and The Martech
Maturity Model™
© 2016 Josh Hill marketingrockstarguides.com
“Writing without conflict is propaganda.”
-David Meerman Scott quoting a former writing teacher
© 2016 Josh Hill marketingrockstarguides.com
It’s not about you.
© 2016 Josh Hill marketingrockstarguides.com
It’s about your audience.
© 2016 Josh Hill marketingrockstarguides.com
What is their conflict?
© 2016 Josh Hill marketingrockstarguides.com
How can it be resolved?
© 2016 Josh Hill marketingrockstarguides.com
Is your firm the right guide?
© 2016 Josh Hill marketingrockstarguides.com
Does your firm have the right gear?
© 2016 Josh Hill marketingrockstarguides.com
Will the audience see themselves as the Hero?
© 2016 Josh Hill marketingrockstarguides.com
Or are you that friend who always wants everyone to go
clubbing at 35?
© 2016 Josh Hill marketingrockstarguides.com
Tell a better story.
The right story for the audience.
© 2016 Josh Hill marketingrockstarguides.com
57% of the buyer’s process is done before a sales rep is
engaged
(CEB)
© 2016 Josh Hill marketingrockstarguides.com
More than 50% of research done online, before making an
offline purchase. (Forrester)
© 2016 Josh Hill marketingrockstarguides.com
If the buyers’ journey looks like this
Source: Forrester, http://blogs.forrester.com/lori_wizdo/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey
© 2016 Josh Hill marketingrockstarguides.com
…and your logic driven martech stack does this…
Source: Forrester, http://blogs.forrester.com/lori_wizdo/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey
Attention Interest Decision Action
…what should you do about it?
© 2016 Josh Hill marketingrockstarguides.com
Tell a story…
© 2016 Josh Hill marketingrockstarguides.com
STORYTELLING FRAMEWORKS
Is AIDA really right for your audience?
© 2016 Josh Hill marketingrockstarguides.com
AIDA framework is based on your needs, not client’s
Attention Interest Decision Action
S1 S2 S3 S4
© 2016 Josh Hill marketingrockstarguides.com
• Framework is from Marketer’s
perspective.
• Focuses the marketer’s mind on
logical progression and what they
want the reader to do.
• Simplistic.
• Marketing automation loves this!
• Easy bucket for content and
nurturing streams.Nurture streams of
content
© 2016 Josh Hill marketingrockstarguides.com
Audience focus requires the Hero’s Journey
Heroic Model
Audience Centric
Credit: Chris Vogler/Wikipedia; Joseph Campbell
© 2016 Josh Hill marketingrockstarguides.com
• Draws the lead into a story – the one you
wrote about them.
• Frames the company as a helpful mentor
and guide.
• Let’s company step out of “selling mode”
• Allows human touches and plays at later
stages. (ABM)
• Allows content to be more coherent.
• Story can accelerate or decelerate based
on behaviors.
• Easy to operationalize
• Harder to write well.
© 2016 Josh Hill marketingrockstarguides.com
THE HERO’S JOURNEY
© 2016 Josh Hill marketingrockstarguides.com
How commercial insight and stories work together
1. Adapted from The Challenger Customer, CEB.
Image Credit: Chris Vogler/Wikipedia; Jospeh Campbell
A
B
C
Call To Adventure+Spark1:
Subscription Economy
Teaching Opportunity1: Future
Promised Land
New Era: Frame Breaking1
© 2016 Josh Hill marketingrockstarguides.com
Others have been left behind, will
you?
Ready for the Promised Land?
Here’s how to get there.
Only we can help you make it to
the Promised Land because… Sudden Revelation: I’ve been doing it
wrong and need help!
Let’s work together to achieve the
Promised Land
© 2016 Josh Hill marketingrockstarguides.com
Storytelling frameworks are built on the same foundation
Hero’s Journey Zuora Deck Insights Commercial Insight1
Call to Adventure Question Current beliefs Question Current Beliefs
Supernatural Aid Undeniable shift
Create conflict between winners &
losers
Shock and Spark people out of
complacent thinking
Threshold Guardian Pain of Status Quo > Pain of Change
(loss aversion)
Winners and Losers
Framebreak
Mentor and Helpers Tease the Promised Land Teaching
Meet the Abyss/Revelation Undeniable Shift
Winners/Losers
Commercial Insight
Transformation Present evidence others made it to
the Promised Land
Unique benefits of our approach
to the new world
Return Present evidence others made it to
the Promised Land
Closed Deal + Success
Source: The Challenger Customer, CEB.
© 2016 Josh Hill marketingrockstarguides.com
CHALLENGER CUSTOMER:
COMMERCIAL INSIGHT
Operationalization of the CEB’s Challenger Customer and Commercial
Insights framework
© 2016 Josh Hill marketingrockstarguides.com
Part 1: Commercial Insight
“A Commercial Insight teaches the customer something new that
reframes how they think about their own business, and leads
uniquely back to you as a supplier.
When crafted well, Commercial Insights lead customers to value—
and pay for—the incremental performance you provide. It gives
customers a surprising rationale, in their own business terms, to
value that incremental performance. That’s why Commercial
Insights are at the heart of the Challenger approach.” – Patrick
Spenner, Co-author
Source: CEB; Forbes; emphases added.
© 2016 Josh Hill marketingrockstarguides.com
5 Whys: use fishbone analysis to uncover the Insight
Credit: https://en.wikipedia.org/wiki/Ishikawa_diagram
What does the buyer care about?
Which parts of the business solve or
add to this Problem?
Does your org value deliver any of
these?
© 2016 Josh Hill marketingrockstarguides.com
SPIN questioning to reach the commercial insight
• Situation: how do you manage your email list now? How do you track
success?
• Problem: what's the biggest problem you have when explaining results? Was
it hard to train the team to use this?
• Implication: if training marketers is hard and time consuming, what does that
mean for your campaigns? If your CEO wants more leads, but you are having
problems tying your efforts to spend, what does that mean?
• Need-Payoff: why is having a clear email to lead conversion ratio important to
you? If you could see how marketing impacts the pipeline, how would that help
you achieve revenue targets?
Source: SPIN Selling by Neil Rackham https://www.amazon.com/SPIN-selling-Neil-Rackham/dp/0566076896/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=&sr=
© 2016 Josh Hill marketingrockstarguides.com
What’s the conventional wisdom of this business?
© 2016 Josh Hill marketingrockstarguides.com
What is your new view?
What do people often overlook that costs them money?
© 2016 Josh Hill marketingrockstarguides.com
Does the insight lead back to your unique advantages?
© 2016 Josh Hill marketingrockstarguides.com
Examples of Commercial Insight
marketing is about revenue
Based on The Challenger Customer, CEB.
Logos are trademarks of their respective owners.
color is about improving student performance
subscription economy is here
© 2016 Josh Hill marketingrockstarguides.com
STORYTELLING AND COMMERCIAL
INSIGHT
The narrative structure leads people through the A, B, to C.
Framebreaking and Teaching in the same journey.
© 2016 Josh Hill marketingrockstarguides.com
The Challenger Customer encourages shifting the Current
Mental Model (A) to a Future State Model (B) and to the
Supplier’s Unique Offering (C)
Compelling storytelling does something very similar.
© 2016 Josh Hill marketingrockstarguides.com
Leading people to the commercial insight (and you)
A
Current
Beliefs
Lead
You
You are at A. Let’s
chat about Pain of
A greater than Pain
of Change
B
New Belief
There’s a new
world out there –
spark and take
someone out of
their frame with…
C
Help Me
We do this for a
living and we’re
great at it. Let’s
talk.
Approach
It’s about them: use
inbound Spark
Content
Framebreaking
Teaching
Lead them to the
Insight
Unique benefits of
our approach. Now
talk about you.
Most of us jump here
without explaining the Pain
or leading people to the
Insight.
© 2016 Josh Hill marketingrockstarguides.com Based on CEB‘s Challenger Customer
Commercial Insight
that supports the
new Belief by the
Lead
Spark!
Commercial Insight
© 2016 Josh Hill marketingrockstarguides.com
AIDA doesn’t facilitate framebreaking and teaching
Attention Interest Decision Action
S1 S2 S3 S4
A B C
© 2016 Josh Hill marketingrockstarguides.com
© 2016 Josh Hill marketingrockstarguides.com
While the Hero’s Journey does
Heroic Model
Audience Centric
Credit: Chris Vogler/Wikipedia; Jospeh Campbell
A
B
C Spark1
Teaching Opportunity1
Frame Breaking1
© 2016 Josh Hill marketingrockstarguides.com 1 Adapted from The Challenger Customer, CEB
© 2016 Josh Hill marketingrockstarguides.com
WHY DOES THE ZUORA DECK
WORK?
It has a narrative structure that pulls people through the logic and hits key
influence triggers.
© 2016 Josh Hill marketingrockstarguides.com
A: There’s a shift from the world of A…to…B
Zuora Deck
• Big stakes
• Huge urgency
• Tease the promised land – what is
this idea?
Narrative and Challenger Structure
• Hero Journey:
• know there’s something out beyond your
world.
• Old World needs to be left behind
• Challenger:
• Urgency: address Skeptics
• Vision: address Go-getter
• Don’t lead with the problem because you
put people on the defensive.
Source: https://medium.com/the-mission/the-greatest-sales-deck-ive-ever-seen-4f4ef3391ba0#.g3sneky5a
© 2016 Josh Hill marketingrockstarguides.com
A: There are winners and losers…
Zuora Deck
• Trigger loss aversion in mind
• Create conflict
• Adapting now will create positive future
• Not doing so will be more painful than status
quo
• Who are the winners? Who lost?
Narrative and Challenger Structure
• Hero Journey:
• Do you want to join the winners?
• What will you lose by staying home?
• Conflict between bad future and good
future (yours and firms)
• Challenger:
• Change is good
• Maybe we’ve been doing this wrong…
• Create teachable moment
© 2016 Josh Hill marketingrockstarguides.com
B: There is a path...if you want to take it
Zuora Deck
• Product and Features are the Magic
Charms in the epic journey to the
promised land.
Narrative and Challenger Structure
• Hero Journey:
• There are magic charms and guides who
can help
• There is a promised land
• Challenger:
• Teachable Moment
• Lead is ready to listen to the commercial
insight.
• Lead is ready to learn how your firm can
help.
© 2016 Josh Hill marketingrockstarguides.com
C: Interested? We can make this happen for you
Zuora Deck
• Similar Customer Case Studies –
whom else did you help?
Narrative and Challenger Structure
• Hero Journey:
• Others like you have disappeared…or
made it to the other side.
• Challenger:
• Others like you have gotten there
• Here’s how we helped them
© 2016 Josh Hill marketingrockstarguides.com
CHALLENGER CUSTOMER:
MOBILIZERS, TALKERS, AND BLOCKERS
Identify the lead personas who meet your Buyer Persona and the
Mobilizers who can advance the sale within the Account.
© 2016 Josh Hill marketingrockstarguides.com
Part 2: Add Challenger Personas to your matrix
Teacher
Climber
Skeptic
Friend
Go-getter
Guide
• Sells vision internally
• Provide them with clear plan
• Not detail oriented
• Prove it to them.
• People listen if they buy-in
• Does not like ambiguity.
• Provide absolute certainty
• Provide compelling stories
• Relentless
• Ok with ambiguity
• Wants organizational benefit
• Provide a vision
• Make value clear
• Out for themselves
• Ambitious
• Help them understand the
personal win.
• They will run if you fail them
• Will provide time to Sales
• Will connect with other
people.
• Sharing with other vendors
• Will never buy
• Will share everything about
the organization.
• Will never move this forward
• Extract information to find
Mobilizers
Source: The Challenger Customer, pp 141-43
Mobilizers – identify early, equip them during nurturing and beyond
Talkers – may help Sales, but won’t advance a sale
© 2016 Josh Hill marketingrockstarguides.com
Blocker
Likely to believe change is a distraction.
Be ready to address concerns, but mark this person and avoid including them early on.
1. The Challenger Customer, CEB
© 2016 Josh Hill marketingrockstarguides.com
Identify Challenger personas along with your target
personas
Challenger
Persona1
Operations and identification Equip persona with the right content
Teacher Picklist value for Sales
Content choices
• Project planning for solution area
• Teaching plans
• Advisory materials on solution area.
• Storytelling approach
Go-getter Picklist value for Sales
Content choices
• Calculators and ROI details
• Vision of the solution and future organization
Skeptic Picklist value for Sales
Content choices
• Urgency language
• How to manage change
• Detailed project plans
• Compelling studies on problems and successful clients.
• Go from vision to detail fast
Friend/Guide Picklist value for Sales
Content choices
• New product and feature sets.
• Early demos, bonuses for referring a Mobilizer
Climber Picklist value for Sales
Content choices
• What’s in it for me ROI
• What the solution will do for careers or teams
Blocker Picklist value for Sales
Avoid moving them to MQL
Unsubscribes
Do Not Call requests
Lack of response overall
• General content on problem-solution
• Avoid sending deeper content; they won’t care.
• Provide Skeptic’s content if Blocker is part of the buying committee. They will raise
objections at every step.
MOPS and SalesOps should enable the system to identify Buyer Personas and Challenger Personas as part of the
pre-MQL and post-MQL processes. Picklists, call checklists, and behavior trackers are helpful to building the right
buying team.
1. The Challenger Customer, CEB
© 2016 Josh Hill marketingrockstarguides.com
EXPAND THE CONTENT GRID AND
REDEFINE YOUR FUNNEL
© 2016 Josh Hill marketingrockstarguides.com
Mobilizers and Personas merge with the content matrix
Persona Spark Introduce Insight Confront
Go Getter – Dir of X
Skeptic – Mgr of Y
Teacher - VP of Z
Persona Higher Order Concerns
Problem Now
Frame Breaking – what
are they missing?
Therefore, we should
do…
Go Getter – Dir of X
Skeptic – Mgr of Y
Teacher - VP of Z
© 2016 Josh Hill marketingrockstarguides.com
© 2016 Josh Hill marketingrockstarguides.com
Story framework for one product and personas
© 2016 Josh Hill marketingrockstarguides.com
Persona Undeniable
Shift
Pain of
Status Quo
Winners vs. Losers Tease the Promised Land Present Evidence Others
Made it
Fill in the blanks to build your “Zuora Deck”!
© 2016 Josh Hill marketingrockstarguides.com
Changing your funnel stage names helps see it from the
outside…
Learn
Define Needs
Assess Options
Negotiation
Sign
Defer
Action
Spark
Frame
Breaking
Teaching
Opportunity
Unique
Benefits
Content/Plays
© 2016 Josh Hill marketingrockstarguides.com
© 2016 Josh Hill marketingrockstarguides.com
Marketers and marketing operations should
develop nurturing tracks that lead people to
the Commercial Insight.
© 2016 Josh Hill marketingrockstarguides.com
The storytelling waterfall works within the MAP
Goal: get in touch with a key Persona at the
Account
Goal: reach Mobilizers, engage in Collective
Learning with Buying Group
Goal: find the next Persona or
agree to next steps
Goal: confirm this person will
help you.
© 2016 Josh Hill marketingrockstarguides.com
Equip mobilizers with the tools to persuade others
Goal: identify mobilizer or talker
Goal: keep mobilizers engaged; discuss
commercial insight for this Account type
Goal: ask Mobilizer to contact
sales.
Goal: lead mobilizer to
commercial insight
© 2016 Josh Hill marketingrockstarguides.com
Operationalize conditions for nurturing
What to decide on What is this?
Entry Which current and future leads will enter, and when?
Goal What is the point of this nurture?
Cadence/Timing How often will you send? Will you accelerate or decelerate depending on behaviors?
How will you tell the story?
Exits - Bad Did the lead unsubscribe, become invalid, or otherwise stop communicating
because of this?
Exit – Good What happens when the Goal is reached?
Metrics We will count # of leads by Goal and Exited.
Pipeline attributed back to this Program
Cohort Analysis
© 2016 Josh Hill marketingrockstarguides.com
Want to learn more about nurturing setup? See this deck.
© 2016 Josh Hill marketingrockstarguides.com
Checklist for storytelling and content
X Are you hitting the right notes?
Do your chapters hit at least one social trigger (cf: Influence)?
Is the story told in a logically compelling way?
Do the chapters match The Hero’s Journey?
Is your understanding of the buyer enough that you uncovered Commercial Insight?
Do you know your audience’s Current Belief System/World?
Do you know how to break the audience out of their Current World or Frame?
Do you understand when someone may be ready to speak to Sales during the story?
When can you salesperson become the Mentor or Guide in the story (rather than email?)
Does your system recognize Mobilizers automatically?
Is your salesperson trained to recognize Mobilizers vs Talkers? Who is heeding the call to a new world?
Is your story insulting the audience? (You better not!)
© 2016 Josh Hill marketingrockstarguides.com
© 2016 Josh Hill marketingrockstarguides.com
DID YOU ENJOY? SHARE!
Slideshare.net/jdavidhill
@jdavidhill
hello@marketingrockstarguides.com
© 2016 Josh Hill marketingrockstarguides.com
Resources
• Hero with a Thousand Faces by Joseph Campbell (no affiliate link)
• Worksheet: https://campcreative.net/blog/common-hollywood-screenwriting-technique-can-transform-
marketing-part-2-3-heros-journey/
• Challenger Customer Main Page: https://www.cebglobal.com/top-insights/challenger-customer.html
• Customer Challenger Summary:
http://cdn2.hubspot.net/hubfs/359201/DemoChimp_The_Challenger_Customer.pdf?t=1454657875322
• Examples:
• https://www.ama.org/resources/Best-Practices/Pages/Seven-Customer-Profiles-.aspx
• Interview: https://www.jillkonrath.com/sales-blog/interview-selling-to-the-challenger-customer
• Summary of PMM and Challenger:
• http://www.forbes.com/sites/patrickspenner/2015/06/16/the-challenger-customer-product-marketing-and-the-misplaced-focus-on-
value-propositions/#4ff9b73f1c37
• Storytelling in Action:
• http://www.webinknow.com/2014/07/the-health-club-that-tells-its-story-by-exercising-an-attitude.html
• http://www.webinknow.com/marketing-basics-the-story-customers-tell-themselves
• http://www.webinknow.com/stonyfield-yogurt-is-too-plain-vanilla
• http://www.webinknow.com/2009/09/mary-henige-of-general-motors-on-storytelling-and-humanizing-the-company.html
• http://www.webinknow.com/2013/02/effective-storytelling-for-business.html
• Using Commercial Insight:
• http://adage.com/article/btob/dirty-secrets-b-b-marketing/302465/
© 2016 Josh Hill marketingrockstarguides.com
The journey and story stages
Journey Stage Funnel Stage Buying Stage Challenger Stage
Call to Adventure Known Learn Learn
Threshold/Guardian Engaged Define Needs Spark
Mentor and Helpers MQL Assess Options Frame-break
Challenges SQL Assess Options Commercial Insight
Revelation Opportunity Are you the right one? Insight & Benefits
Transformation Opportunity Negotiate Unique Benefits
Atonement Closed-Won Negotiate and Buy Unique Benefits
Return and new world Post Sale Build new world Build new world

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Lead Nurturing with Storytelling

  • 1. © 2016 Josh Hill marketingrockstarguides.com STORYTELLING MARKETING How to really reach your customer Josh Hill December 2016 MarketingRockstarGuides.com Licensed Under http://creativecommons.org/licenses/by-sa/4.0/
  • 2. © 2016 Josh Hill marketingrockstarguides.com Licensed Under Creative Commons 4.0 http://creativecommons.org/licenses/by-sa/4.0/ You are free to: • Share and redistribute. • Adapt and remix, including for commercial use. Conditions: • Provide credit to Josh Hill and MarketingRockstarGuides.com. • Note changes made in any modified versions. • Must redistribute any adapted or versions under the same license.
  • 3. © 2016 Josh Hill marketingrockstarguides.com A little about this deck • Use this to discover your Commercial Insight to embed it within a Storytelling framework. • Take your buyer personas and account personas and map those back to the Story. • Operationalize the personas in your marketing automation and sales operations. • Route leads to the correct storyline. • This deck assumes you read The Challenger Customer. • This deck assumes you will go more into storytelling techniques. CEB did not provide consideration and does not necessarily endorse this deck.
  • 4. © 2016 Josh Hill marketingrockstarguides.com Thank you Many thanks to CEB’s Patrick Spenner who co-authored The Challenger Customer and has provided valuable feedback on this deck and The Martech Maturity Model™
  • 5. © 2016 Josh Hill marketingrockstarguides.com “Writing without conflict is propaganda.” -David Meerman Scott quoting a former writing teacher
  • 6. © 2016 Josh Hill marketingrockstarguides.com It’s not about you.
  • 7. © 2016 Josh Hill marketingrockstarguides.com It’s about your audience.
  • 8. © 2016 Josh Hill marketingrockstarguides.com What is their conflict?
  • 9. © 2016 Josh Hill marketingrockstarguides.com How can it be resolved?
  • 10. © 2016 Josh Hill marketingrockstarguides.com Is your firm the right guide?
  • 11. © 2016 Josh Hill marketingrockstarguides.com Does your firm have the right gear?
  • 12. © 2016 Josh Hill marketingrockstarguides.com Will the audience see themselves as the Hero?
  • 13. © 2016 Josh Hill marketingrockstarguides.com Or are you that friend who always wants everyone to go clubbing at 35?
  • 14. © 2016 Josh Hill marketingrockstarguides.com Tell a better story. The right story for the audience.
  • 15. © 2016 Josh Hill marketingrockstarguides.com 57% of the buyer’s process is done before a sales rep is engaged (CEB)
  • 16. © 2016 Josh Hill marketingrockstarguides.com More than 50% of research done online, before making an offline purchase. (Forrester)
  • 17. © 2016 Josh Hill marketingrockstarguides.com If the buyers’ journey looks like this Source: Forrester, http://blogs.forrester.com/lori_wizdo/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey
  • 18. © 2016 Josh Hill marketingrockstarguides.com …and your logic driven martech stack does this… Source: Forrester, http://blogs.forrester.com/lori_wizdo/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey Attention Interest Decision Action …what should you do about it?
  • 19. © 2016 Josh Hill marketingrockstarguides.com Tell a story…
  • 20. © 2016 Josh Hill marketingrockstarguides.com STORYTELLING FRAMEWORKS Is AIDA really right for your audience?
  • 21. © 2016 Josh Hill marketingrockstarguides.com AIDA framework is based on your needs, not client’s Attention Interest Decision Action S1 S2 S3 S4 © 2016 Josh Hill marketingrockstarguides.com • Framework is from Marketer’s perspective. • Focuses the marketer’s mind on logical progression and what they want the reader to do. • Simplistic. • Marketing automation loves this! • Easy bucket for content and nurturing streams.Nurture streams of content
  • 22. © 2016 Josh Hill marketingrockstarguides.com Audience focus requires the Hero’s Journey Heroic Model Audience Centric Credit: Chris Vogler/Wikipedia; Joseph Campbell © 2016 Josh Hill marketingrockstarguides.com • Draws the lead into a story – the one you wrote about them. • Frames the company as a helpful mentor and guide. • Let’s company step out of “selling mode” • Allows human touches and plays at later stages. (ABM) • Allows content to be more coherent. • Story can accelerate or decelerate based on behaviors. • Easy to operationalize • Harder to write well.
  • 23. © 2016 Josh Hill marketingrockstarguides.com THE HERO’S JOURNEY
  • 24. © 2016 Josh Hill marketingrockstarguides.com How commercial insight and stories work together 1. Adapted from The Challenger Customer, CEB. Image Credit: Chris Vogler/Wikipedia; Jospeh Campbell A B C Call To Adventure+Spark1: Subscription Economy Teaching Opportunity1: Future Promised Land New Era: Frame Breaking1 © 2016 Josh Hill marketingrockstarguides.com Others have been left behind, will you? Ready for the Promised Land? Here’s how to get there. Only we can help you make it to the Promised Land because… Sudden Revelation: I’ve been doing it wrong and need help! Let’s work together to achieve the Promised Land
  • 25. © 2016 Josh Hill marketingrockstarguides.com Storytelling frameworks are built on the same foundation Hero’s Journey Zuora Deck Insights Commercial Insight1 Call to Adventure Question Current beliefs Question Current Beliefs Supernatural Aid Undeniable shift Create conflict between winners & losers Shock and Spark people out of complacent thinking Threshold Guardian Pain of Status Quo > Pain of Change (loss aversion) Winners and Losers Framebreak Mentor and Helpers Tease the Promised Land Teaching Meet the Abyss/Revelation Undeniable Shift Winners/Losers Commercial Insight Transformation Present evidence others made it to the Promised Land Unique benefits of our approach to the new world Return Present evidence others made it to the Promised Land Closed Deal + Success Source: The Challenger Customer, CEB.
  • 26. © 2016 Josh Hill marketingrockstarguides.com CHALLENGER CUSTOMER: COMMERCIAL INSIGHT Operationalization of the CEB’s Challenger Customer and Commercial Insights framework
  • 27. © 2016 Josh Hill marketingrockstarguides.com Part 1: Commercial Insight “A Commercial Insight teaches the customer something new that reframes how they think about their own business, and leads uniquely back to you as a supplier. When crafted well, Commercial Insights lead customers to value— and pay for—the incremental performance you provide. It gives customers a surprising rationale, in their own business terms, to value that incremental performance. That’s why Commercial Insights are at the heart of the Challenger approach.” – Patrick Spenner, Co-author Source: CEB; Forbes; emphases added.
  • 28. © 2016 Josh Hill marketingrockstarguides.com 5 Whys: use fishbone analysis to uncover the Insight Credit: https://en.wikipedia.org/wiki/Ishikawa_diagram What does the buyer care about? Which parts of the business solve or add to this Problem? Does your org value deliver any of these?
  • 29. © 2016 Josh Hill marketingrockstarguides.com SPIN questioning to reach the commercial insight • Situation: how do you manage your email list now? How do you track success? • Problem: what's the biggest problem you have when explaining results? Was it hard to train the team to use this? • Implication: if training marketers is hard and time consuming, what does that mean for your campaigns? If your CEO wants more leads, but you are having problems tying your efforts to spend, what does that mean? • Need-Payoff: why is having a clear email to lead conversion ratio important to you? If you could see how marketing impacts the pipeline, how would that help you achieve revenue targets? Source: SPIN Selling by Neil Rackham https://www.amazon.com/SPIN-selling-Neil-Rackham/dp/0566076896/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=&sr=
  • 30. © 2016 Josh Hill marketingrockstarguides.com What’s the conventional wisdom of this business?
  • 31. © 2016 Josh Hill marketingrockstarguides.com What is your new view? What do people often overlook that costs them money?
  • 32. © 2016 Josh Hill marketingrockstarguides.com Does the insight lead back to your unique advantages?
  • 33. © 2016 Josh Hill marketingrockstarguides.com Examples of Commercial Insight marketing is about revenue Based on The Challenger Customer, CEB. Logos are trademarks of their respective owners. color is about improving student performance subscription economy is here
  • 34. © 2016 Josh Hill marketingrockstarguides.com STORYTELLING AND COMMERCIAL INSIGHT The narrative structure leads people through the A, B, to C. Framebreaking and Teaching in the same journey.
  • 35. © 2016 Josh Hill marketingrockstarguides.com The Challenger Customer encourages shifting the Current Mental Model (A) to a Future State Model (B) and to the Supplier’s Unique Offering (C) Compelling storytelling does something very similar.
  • 36. © 2016 Josh Hill marketingrockstarguides.com Leading people to the commercial insight (and you) A Current Beliefs Lead You You are at A. Let’s chat about Pain of A greater than Pain of Change B New Belief There’s a new world out there – spark and take someone out of their frame with… C Help Me We do this for a living and we’re great at it. Let’s talk. Approach It’s about them: use inbound Spark Content Framebreaking Teaching Lead them to the Insight Unique benefits of our approach. Now talk about you. Most of us jump here without explaining the Pain or leading people to the Insight. © 2016 Josh Hill marketingrockstarguides.com Based on CEB‘s Challenger Customer Commercial Insight that supports the new Belief by the Lead Spark! Commercial Insight
  • 37. © 2016 Josh Hill marketingrockstarguides.com AIDA doesn’t facilitate framebreaking and teaching Attention Interest Decision Action S1 S2 S3 S4 A B C © 2016 Josh Hill marketingrockstarguides.com
  • 38. © 2016 Josh Hill marketingrockstarguides.com While the Hero’s Journey does Heroic Model Audience Centric Credit: Chris Vogler/Wikipedia; Jospeh Campbell A B C Spark1 Teaching Opportunity1 Frame Breaking1 © 2016 Josh Hill marketingrockstarguides.com 1 Adapted from The Challenger Customer, CEB
  • 39. © 2016 Josh Hill marketingrockstarguides.com WHY DOES THE ZUORA DECK WORK? It has a narrative structure that pulls people through the logic and hits key influence triggers.
  • 40. © 2016 Josh Hill marketingrockstarguides.com A: There’s a shift from the world of A…to…B Zuora Deck • Big stakes • Huge urgency • Tease the promised land – what is this idea? Narrative and Challenger Structure • Hero Journey: • know there’s something out beyond your world. • Old World needs to be left behind • Challenger: • Urgency: address Skeptics • Vision: address Go-getter • Don’t lead with the problem because you put people on the defensive. Source: https://medium.com/the-mission/the-greatest-sales-deck-ive-ever-seen-4f4ef3391ba0#.g3sneky5a
  • 41. © 2016 Josh Hill marketingrockstarguides.com A: There are winners and losers… Zuora Deck • Trigger loss aversion in mind • Create conflict • Adapting now will create positive future • Not doing so will be more painful than status quo • Who are the winners? Who lost? Narrative and Challenger Structure • Hero Journey: • Do you want to join the winners? • What will you lose by staying home? • Conflict between bad future and good future (yours and firms) • Challenger: • Change is good • Maybe we’ve been doing this wrong… • Create teachable moment
  • 42. © 2016 Josh Hill marketingrockstarguides.com B: There is a path...if you want to take it Zuora Deck • Product and Features are the Magic Charms in the epic journey to the promised land. Narrative and Challenger Structure • Hero Journey: • There are magic charms and guides who can help • There is a promised land • Challenger: • Teachable Moment • Lead is ready to listen to the commercial insight. • Lead is ready to learn how your firm can help.
  • 43. © 2016 Josh Hill marketingrockstarguides.com C: Interested? We can make this happen for you Zuora Deck • Similar Customer Case Studies – whom else did you help? Narrative and Challenger Structure • Hero Journey: • Others like you have disappeared…or made it to the other side. • Challenger: • Others like you have gotten there • Here’s how we helped them
  • 44. © 2016 Josh Hill marketingrockstarguides.com CHALLENGER CUSTOMER: MOBILIZERS, TALKERS, AND BLOCKERS Identify the lead personas who meet your Buyer Persona and the Mobilizers who can advance the sale within the Account.
  • 45. © 2016 Josh Hill marketingrockstarguides.com Part 2: Add Challenger Personas to your matrix Teacher Climber Skeptic Friend Go-getter Guide • Sells vision internally • Provide them with clear plan • Not detail oriented • Prove it to them. • People listen if they buy-in • Does not like ambiguity. • Provide absolute certainty • Provide compelling stories • Relentless • Ok with ambiguity • Wants organizational benefit • Provide a vision • Make value clear • Out for themselves • Ambitious • Help them understand the personal win. • They will run if you fail them • Will provide time to Sales • Will connect with other people. • Sharing with other vendors • Will never buy • Will share everything about the organization. • Will never move this forward • Extract information to find Mobilizers Source: The Challenger Customer, pp 141-43 Mobilizers – identify early, equip them during nurturing and beyond Talkers – may help Sales, but won’t advance a sale
  • 46. © 2016 Josh Hill marketingrockstarguides.com Blocker Likely to believe change is a distraction. Be ready to address concerns, but mark this person and avoid including them early on. 1. The Challenger Customer, CEB
  • 47. © 2016 Josh Hill marketingrockstarguides.com Identify Challenger personas along with your target personas Challenger Persona1 Operations and identification Equip persona with the right content Teacher Picklist value for Sales Content choices • Project planning for solution area • Teaching plans • Advisory materials on solution area. • Storytelling approach Go-getter Picklist value for Sales Content choices • Calculators and ROI details • Vision of the solution and future organization Skeptic Picklist value for Sales Content choices • Urgency language • How to manage change • Detailed project plans • Compelling studies on problems and successful clients. • Go from vision to detail fast Friend/Guide Picklist value for Sales Content choices • New product and feature sets. • Early demos, bonuses for referring a Mobilizer Climber Picklist value for Sales Content choices • What’s in it for me ROI • What the solution will do for careers or teams Blocker Picklist value for Sales Avoid moving them to MQL Unsubscribes Do Not Call requests Lack of response overall • General content on problem-solution • Avoid sending deeper content; they won’t care. • Provide Skeptic’s content if Blocker is part of the buying committee. They will raise objections at every step. MOPS and SalesOps should enable the system to identify Buyer Personas and Challenger Personas as part of the pre-MQL and post-MQL processes. Picklists, call checklists, and behavior trackers are helpful to building the right buying team. 1. The Challenger Customer, CEB
  • 48. © 2016 Josh Hill marketingrockstarguides.com EXPAND THE CONTENT GRID AND REDEFINE YOUR FUNNEL
  • 49. © 2016 Josh Hill marketingrockstarguides.com Mobilizers and Personas merge with the content matrix Persona Spark Introduce Insight Confront Go Getter – Dir of X Skeptic – Mgr of Y Teacher - VP of Z Persona Higher Order Concerns Problem Now Frame Breaking – what are they missing? Therefore, we should do… Go Getter – Dir of X Skeptic – Mgr of Y Teacher - VP of Z © 2016 Josh Hill marketingrockstarguides.com
  • 50. © 2016 Josh Hill marketingrockstarguides.com Story framework for one product and personas © 2016 Josh Hill marketingrockstarguides.com Persona Undeniable Shift Pain of Status Quo Winners vs. Losers Tease the Promised Land Present Evidence Others Made it Fill in the blanks to build your “Zuora Deck”!
  • 51. © 2016 Josh Hill marketingrockstarguides.com Changing your funnel stage names helps see it from the outside… Learn Define Needs Assess Options Negotiation Sign Defer Action Spark Frame Breaking Teaching Opportunity Unique Benefits Content/Plays © 2016 Josh Hill marketingrockstarguides.com
  • 52. © 2016 Josh Hill marketingrockstarguides.com Marketers and marketing operations should develop nurturing tracks that lead people to the Commercial Insight.
  • 53. © 2016 Josh Hill marketingrockstarguides.com The storytelling waterfall works within the MAP Goal: get in touch with a key Persona at the Account Goal: reach Mobilizers, engage in Collective Learning with Buying Group Goal: find the next Persona or agree to next steps Goal: confirm this person will help you.
  • 54. © 2016 Josh Hill marketingrockstarguides.com Equip mobilizers with the tools to persuade others Goal: identify mobilizer or talker Goal: keep mobilizers engaged; discuss commercial insight for this Account type Goal: ask Mobilizer to contact sales. Goal: lead mobilizer to commercial insight
  • 55. © 2016 Josh Hill marketingrockstarguides.com Operationalize conditions for nurturing What to decide on What is this? Entry Which current and future leads will enter, and when? Goal What is the point of this nurture? Cadence/Timing How often will you send? Will you accelerate or decelerate depending on behaviors? How will you tell the story? Exits - Bad Did the lead unsubscribe, become invalid, or otherwise stop communicating because of this? Exit – Good What happens when the Goal is reached? Metrics We will count # of leads by Goal and Exited. Pipeline attributed back to this Program Cohort Analysis © 2016 Josh Hill marketingrockstarguides.com Want to learn more about nurturing setup? See this deck.
  • 56. © 2016 Josh Hill marketingrockstarguides.com Checklist for storytelling and content X Are you hitting the right notes? Do your chapters hit at least one social trigger (cf: Influence)? Is the story told in a logically compelling way? Do the chapters match The Hero’s Journey? Is your understanding of the buyer enough that you uncovered Commercial Insight? Do you know your audience’s Current Belief System/World? Do you know how to break the audience out of their Current World or Frame? Do you understand when someone may be ready to speak to Sales during the story? When can you salesperson become the Mentor or Guide in the story (rather than email?) Does your system recognize Mobilizers automatically? Is your salesperson trained to recognize Mobilizers vs Talkers? Who is heeding the call to a new world? Is your story insulting the audience? (You better not!) © 2016 Josh Hill marketingrockstarguides.com
  • 57. © 2016 Josh Hill marketingrockstarguides.com DID YOU ENJOY? SHARE! Slideshare.net/jdavidhill @jdavidhill hello@marketingrockstarguides.com
  • 58. © 2016 Josh Hill marketingrockstarguides.com Resources • Hero with a Thousand Faces by Joseph Campbell (no affiliate link) • Worksheet: https://campcreative.net/blog/common-hollywood-screenwriting-technique-can-transform- marketing-part-2-3-heros-journey/ • Challenger Customer Main Page: https://www.cebglobal.com/top-insights/challenger-customer.html • Customer Challenger Summary: http://cdn2.hubspot.net/hubfs/359201/DemoChimp_The_Challenger_Customer.pdf?t=1454657875322 • Examples: • https://www.ama.org/resources/Best-Practices/Pages/Seven-Customer-Profiles-.aspx • Interview: https://www.jillkonrath.com/sales-blog/interview-selling-to-the-challenger-customer • Summary of PMM and Challenger: • http://www.forbes.com/sites/patrickspenner/2015/06/16/the-challenger-customer-product-marketing-and-the-misplaced-focus-on- value-propositions/#4ff9b73f1c37 • Storytelling in Action: • http://www.webinknow.com/2014/07/the-health-club-that-tells-its-story-by-exercising-an-attitude.html • http://www.webinknow.com/marketing-basics-the-story-customers-tell-themselves • http://www.webinknow.com/stonyfield-yogurt-is-too-plain-vanilla • http://www.webinknow.com/2009/09/mary-henige-of-general-motors-on-storytelling-and-humanizing-the-company.html • http://www.webinknow.com/2013/02/effective-storytelling-for-business.html • Using Commercial Insight: • http://adage.com/article/btob/dirty-secrets-b-b-marketing/302465/
  • 59. © 2016 Josh Hill marketingrockstarguides.com The journey and story stages Journey Stage Funnel Stage Buying Stage Challenger Stage Call to Adventure Known Learn Learn Threshold/Guardian Engaged Define Needs Spark Mentor and Helpers MQL Assess Options Frame-break Challenges SQL Assess Options Commercial Insight Revelation Opportunity Are you the right one? Insight & Benefits Transformation Opportunity Negotiate Unique Benefits Atonement Closed-Won Negotiate and Buy Unique Benefits Return and new world Post Sale Build new world Build new world

Notes de l'éditeur

  1. https://www.amazon.com/Challenger-Customer-Selling-Influencer-Multiply/dp/1591848156/ref=sr_1_1?s=books&ie=UTF8&qid=1482016535&sr=1-1&keywords=the+challenger+customer
  2. https://www.amazon.com/Challenger-Customer-Selling-Influencer-Multiply/dp/1591848156/ref=sr_1_1?s=books&ie=UTF8&qid=1482016535&sr=1-1&keywords=the+challenger+customer
  3. http://www.davidmeermanscott.com/hubfs/documents/Writing_With_Conflict.pdf This sentence alone should jar you into reconsidering how you do content. It’s not about you.
  4. Are your communications all about you and your firm’s fantasies or point of view? Is your product something people even want to do now?
  5. http://blogs.forrester.com/lori_wizdo/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey http://blogs.forrester.com/lori_wizdo/15-05-25-b2b_buyer_journey_mapping_basics http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
  6. http://blogs.forrester.com/lori_wizdo/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey
  7. http://blogs.forrester.com/lori_wizdo/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey
  8. http://blogs.forrester.com/lori_wizdo/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey http://blogs.forrester.com/lori_wizdo/15-05-25-b2b_buyer_journey_mapping_basics http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
  9. Both models work with the Challenger Customer Model. Keep in mind that the more you can align the Customer Insight process with the Hero’s Journey (they are nearly the same), the more likely you are to Frame Break and have the Opportunity to Teach. While we all know that Forrester’s Pipe model is “realistic” in terms of actual behaviors, buying teams to go through an “AIDA” process, but the human mind does not get persuaded this way.
  10. Both models work with the Challenger Customer Model. Keep in mind that the more you can align the Customer Insight process with the Hero’s Journey (they are nearly the same), the more likely you are to Frame Break and have the Opportunity to Teach.
  11. Both models work with the Challenger Customer Model. Keep in mind that the more you can align the Customer Insight process with the Hero’s Journey (they are nearly the same), the more likely you are to Frame Break and have the Opportunity to Teach. One metaphor is military boot camp – the yelling, early wake up, shock to the system training is to break down your Old Self and leave you Open to the Warrior Training and to motivate you to become part of the Team for those who graduate are a Special brotherhood.
  12. This section summarizes the Commercial Insight and Challenger Customer from CEB’
  13. If there’s a key insight for marketers and marketing ops, it is this summary. Not just about personas, but about what it is you lead people to. https://www.cebglobal.com/marketing-communications/challenger-marketing.html The book should be in two parts: The Challenger Customer Personas and then the Commercial Insight.
  14. https://en.wikipedia.org/wiki/Ishikawa_diagram http://www.slideshare.net/Dreamforce/the-challenger-customer http://blogs.forrester.com/lori_wizdo/15-05-25-b2b_buyer_journey_mapping_basics 5 Whys Can work too.
  15. https://www.cebglobal.com/blogs/stop-is-this-really-commercial-insight/ https://www.cebglobal.com/content/dam/cebglobal/us/EN/best-practices-decision-support/marketing-communications/pdfs/promotion-emotion-case-xerox.pdf https://www.cebglobal.com/content/dam/cebglobal/us/EN/best-practices-decision-support/marketing-communications/pdfs/promotion-emotion-whitepaper-full.pdf
  16. https://www.cebglobal.com/top-insights/challenger-customer.html http://cdn2.hubspot.net/hubfs/359201/DemoChimp_The_Challenger_Customer.pdf?t=1454657875322 https://www.ama.org/resources/Best-Practices/Pages/Seven-Customer-Profiles-.aspx https://www.jillkonrath.com/sales-blog/interview-selling-to-the-challenger-customer http://www.forbes.com/sites/patrickspenner/2015/06/16/the-challenger-customer-product-marketing-and-the-misplaced-focus-on-value-propositions/#4ff9b73f1c37
  17. It seems like it does in the logical A to B to C sense, but notice how AIDA assumes interruption marketing? How do we obtain Interest? Is it always about teasers? Is it always clear where the Decision is made vs. Action?
  18. Both models work with the Challenger Customer Model. Keep in mind that the more you can align the Customer Insight process with the Hero’s Journey (they are nearly the same), the more likely you are to Frame Break and have the Opportunity to Teach.
  19. https://medium.com/the-mission/the-greatest-sales-deck-ive-ever-seen-4f4ef3391ba0#.g3sneky5a http://www.slideshare.net/MatteoLinotto/zuora-presentation http://www.slideshare.net/Zuora/zuora-always-on20123-saas-metrics-that-matter-12301579
  20. https://medium.com/the-mission/the-greatest-sales-deck-ive-ever-seen-4f4ef3391ba0#.g3sneky5a http://www.slideshare.net/MatteoLinotto/zuora-presentation http://www.slideshare.net/Zuora/zuora-always-on20123-saas-metrics-that-matter-12301579
  21. https://medium.com/the-mission/the-greatest-sales-deck-ive-ever-seen-4f4ef3391ba0#.g3sneky5a http://www.slideshare.net/MatteoLinotto/zuora-presentation http://www.slideshare.net/Zuora/zuora-always-on20123-saas-metrics-that-matter-12301579
  22. https://medium.com/the-mission/the-greatest-sales-deck-ive-ever-seen-4f4ef3391ba0#.g3sneky5a http://www.slideshare.net/MatteoLinotto/zuora-presentation http://www.slideshare.net/Zuora/zuora-always-on20123-saas-metrics-that-matter-12301579
  23. https://www.cebglobal.com/content/dam/cebglobal/us/EN/best-practices-decision-support/marketing-communications/pdfs/challenger-demandgen-marketer-role-guide.pdf?referrerlinktext=Download%20the%20Demand%20Generation%20Marketing%20Guide&referrerContentType=indexpage
  24. http://blogs.forrester.com/lori_wizdo/15-05-25-b2b_buyer_journey_mapping_basics https://www.marketo.com/definitive-guides/lead-nurturing/
  25. Should you mark the Lifecycle Stages in this way?? Possibly! The more you can view life from your audience’s perspective, the more likely you are to follow the correct path as an organization, to act as the Hero’s Guide.
  26. This is a framework to operationalize the movement of a lead to more personalized content based on Behaviors and Desired, Matched Traits.
  27. This is a framework to operationalize the movement of a lead to more personalized content based on Behaviors and Desired, Matched Traits.
  28. http://www.slideshare.net/jdavidhill/nurturing-your-audience-the-way-they-want-to-be-nurtured
  29. http://www.slideshare.net/jdavidhill/nurturing-your-audience-the-way-they-want-to-be-nurtured