Strategic Growth Storytelling
Marketing Content to Drive
Engagement and Profitability
The story of B2B profitability begins and ends with:
Happier customers that stay longer and buy more.
Does your marketing support this story by clearly communicating:
Your compelling competitive differentiation
The fullness and comprehensiveness of the customer experience
The vision of the future state / how a customer will become more successful
Your story is woven through every interaction and every experience:
Builds trust, dialog, and differentiation
Increases insight, preference and retention
Nurtures happier customers that stay longer and buy more
Here’s What’s Possible
CASE ONE
An ecommerce company was created from an idea, but little money. The company succeed because of their story, which intrigued the press, prospects and investors. It was sold for over nine digits.
CASE TWO
A paper manufacturer crafted a whimsical story, in photos, words and print, that gave a big boost to sales from existing customers.
CASE THREE
A SaaS company had their eyes on the enterprise despite long odds. They tossed out their old story, repositioning their competitive advantage from the front of the story (the product) to the back (the benefit). This bought them their entrée.
The story we create is for the individuals, the real people that comprise your prospects and customers. B2B is, and always was, personal.
I’d be delighted to swap stories.
A Proof Point
I was interviewing the C-suite decision maker of one of the sponsoring company’s best customers. I asked him, what is the most important benefit you receive as part of being a customer.
His answer was short and direct, “Our salesman. He’s part of our team and helps us to solve problems. He knows what we need and goes out and gets it.”
I’ve known and worked with Scott for more than 20 years. He is a thought leader and, even more important, knows how to practice what he preaches. Among the many voices, his rings clear and true.
David Sable
(Ret.) Global CEO / Chairman of VML Y&R
What We Aim to Accomplish
One thing I have learned is that the secret to profitability is a customer base that is happy, sticks around, and buys more.
Marketing’s job is to create the customer experience that moves you from a provider to an asset to a trusted partner. I work with your team to help define and communicate that experience. I rely on perspective and innovation.
The thing is – it’s the story. Whether it’s words, music, art, marketing, sales, or just life. The story runs through it, and you are the storyteller.
“… life is meaningful because it is a story. A story has a sense of the whole, and its arc is determined by the significant moments, the ones where something happens. The chance to shape one’s story is essential to sustaining meaning in life.”
– Dr. Atul Gawande, Being Mortal