Many B2B marketers turn away from brand storytelling, thinking this makes more sense for consumer-facing companies and that B2B brands should stick to clean white papers, case studies, and thought leadership blogs. But whether you're …
The Go-To-Market Blog
Storytelling
Time for a quick pop quiz. To which films do these summaries (a.k.a. loglines) belong? "There are 3.7 trillion fish in the ocean. You are looking for one." "A nun comforts a condemned murderer on death row, feeling compassion for the …
Storytelling is part of modern content marketing, yet most companies don't use this powerful tool appropriately. Mistake #1. Companies tell stories without tension Every hero who sets out on their hero's journey has to overcome a variety …
Clarity is at the heart of good communication. If you're clear with what you're saying, people will resonate and understand what you want to communicate. If you're unclear, you will confuse those who hear your message and constantly feel …
One of the biggest headaches for any marketing department in a company is converting ‘potential’ into customers. This is often down to not communicating effectively or following the StoryBrand journey. According to Donald Miller, …
Trying to get more leads and customers is the goal of any business, but it’s a lot harder to accomplish this. With so many different types of customers with individual tastes and expectations, trying to appeal to all of them can feel …
A value proposition is everything. If you bury yours in buzzwords and meaningless slogans, your communications often come off as incongruent, alienating your customers as time goes by. On the other hand, learning to understand the power of …
It’s important to reevaluate your marketing approach from time to time and evolve as a business. Over the years, the organisations that have done so have thrived through new offerings and clients, while those who have neglected this …
Often, marketers are frustrated that their prospects simply don't understand their value through their messaging. No matter what they put out or how they present their product, they don't see the results they want, leading to a dwindling …
Today’s consumers want more than the products and services your company sells. They want an experience with a brand that aligns with their values, aspirations and identity. However, many companies struggle to clearly define their brand and …