FROM STORIES to ROI: 10 steps for transforming your customer insights

Presented by

Philippe Ruttens, B2B Marketing & Sales Transformation Consultant & Coach

About this talk

Do you think your CEO really cares about how creative your latest storytelling campaign was? Of course, content, stories and brand experience are the foundation of B2B marketing to generate customer trust as, even with data and marketing automation, we still play on a human-to-human, P2P field. However a more structured approach is required to engage your seven communities optimally through insights-based storytelling. This requires “pain point-based” stories while delivering maximum ROI at every step of the buyer journey, 90% of which is measurable. Philippe will explain 10 practical steps as core principles for optimising your storytelling impact with a required ROI and REVENUE focus, accompanied by examples of dashboard/benchmarks, including: · How to start from a solid data and insights foundation · Develop a list of key questions on your stakeholders’ mind · Which KPIs to use as priority for your content, campaigns and channels Not only are insights and ROI key components of your storytelling strategy but also the visualisation of your data into stories. The DATYLON framework and examples will also explain further how the way you communicate your data and stories to your stakeholders is key in WOW-ing your audiences, from customers to CEO. This webinar is a summary taken from Philippe’s full “STOROI” approach to make your marketing team a success in the 2020s. READ MORE on “The CMO is dead, long live the chief STOROI o BiOGRAPHY Bringing over 25 years of experience as a B2B marketer, Philippe coaches CMOs and helps sales & marketing teams transform faster into ROI-driven revenue marketing centres of excellence. Leveraging his multi-sector consultant/interim manager expertise developed at firms like Accenture, EY, MasterCard and Iron Mountain, he combines his strategic demand generation vision with a pragmatic people- and ROI-focused operational approach to help teams achieve their commercial objectives faster.

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