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™

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?

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.

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.

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=

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

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

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

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

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

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

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

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Lead Nurturing with Storytelling

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