Marketing Vision 2009 expanded - Part 4: Storytelling

This expansion post is related to this excerpt of my marketing vision 2009 post:

"In 2009, marketers will step up to the plate to make sure the buyer is engaged from the beginning of their buying journey through to their purchase decision because that path will become as smooth as silk without a knotted mess at the hand off to sales."

Stories are often thought of as customer testimonials, case studies or one-time events by marketing. In this new age of storytelling, marketing needs to consider stories as they apply to buyer scenarios and introduce an overarching story theme from lead generation through customer conversion.

A marketing campaign story won’t be effective if it is disconnected from the company’s overall story. Stories are not just used in the way articles are written to inspire dialogue, but serve as the thread that pulls a buyer from interest through consideration to purchase.

Using a story theme helps provide consistency and continuity in your marketing programs. Likewise, buyers don’t care if that (for you) their status changes when they begin to interact with your salespeople. They will, however, notice if the story they hear from sales doesn’t have the same resonance and quality as the one they’ve participated in with marketing.

This means that instead of focusing only on how to create qualified opportunities marketing can handoff to sales, the story needs to reach farther through the pipeline to ensure the buyers’ engagement never wavers.

A company’s story is:

• Oriented around prospects’ needs, priorities and perspectives


• Told through every content and conversational exchange with your prospects


• A way to make needed knowledge accessible and easily understood


• Fuel for pass-along conversations amongst decision makers, influencers and stakeholders


• Supported by customer experiences, success stories, testimonials and referrals


• Extended across sales activities for the smooth transition of progressive relationships


• Substantial enough that your prospects needn’t be forced to accept it in linear fashion


• Memorable

You may also find value in my complimentary eBook: Why Marketing Stories Have Catch

Other Marketing Vision Expansion Posts:

Part 1: Marketing Content

Part 2: Listening

Part 3: Sales Enablement

Comments

[Grete]

I´m a Estonian Business School student and I have to make a speech about "How to sell productively in 2009"
I have found lots of good ideas for companies and sales managers, but what is the main thing for costumer service and how to be effective.

[Ardath Albee]

Hi Grete,

Thanks for commenting - and your question.

Customer service needs to know customers to provide effective service. They need to be able to access information about both the customer and whatever it takes to answer their questions or solve their issues. And they need to be empowered to take action. Even if that means facilitating the transfer of the customer up the chain to enable resolution.

They also need to be conversational. There's nothing worse than talking to a customer service rep who's constrained by a script that doesn't engage the person they're speaking with. Bad impressions and frustration cost companies business.

The other thing to consider is that customer service reps should know whatever stories marketing and sales are telling so they deliver a customer experience that is in synch with expectations. Or even better!

I hope some of this is helpful for you. Anyone else have suggestions for Grete?