The Hero’s Journey: Find Your Customer's Story
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“A Hero’s Journey: It’s Your Customer’s Story, Not Yours” presentation was delivered by Ken Rutsky, President and Principal Consultant at KJR Consultants, Inc. Part of “The Business Growth Innovation Conference” organized and hosted by SoCal BMA, in cooperation with ANA, this Members-Only Event was held May 3, 2017 in Los Angeles, California.
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The Hero’s Journey: Find Your Customer's Story
- 1. The Hero’s Journey It’s Your Customer’s Story, Not Yours Ken Rutsky President and Principal Consultant KJR Associates, Inc. @socalbma
- 2. Market Leadership – What’s It Like KJR Associates, Inc. @socalbma
- 3. Crowded Noisy Markets @socalbma KJR Associates, Inc.
- 4. Crowded Colorful Markets KJR Associates, Inc. @socalbma
- 5. Crowded Confusing Markets KJR Associates, Inc. @socalbma
- 6. Go Ask Dad KJR Associates, Inc. @socalbma
- 7. No, Go Ask Google KJR Associates, Inc. @socalbma
- 8. 57%!!! KJR Associates, Inc. @socalbma
- 9. A Little Bit About Me • B2B Go to Market Consultant • 20+ yr Marketing Exec with Sales and Engineering background • 8+ years in Consulting Practice • Author, Launching to Leading KJR Associates, Inc. @socalbma
- 10. It’s About Automation KJR Associates, Inc. @socalbma
- 11. It’s About Content KJR Associates, Inc. @socalbma
- 12. It’s About KJR Associates, Inc. @socalbma
- 13. What’s it Really About? KJR Associates, Inc. @socalbma
- 14. LEADS KJR Associates, Inc. @socalbma
- 15. Participating Breaking Through Leading Launching Focus Market Leadership Stage Product Value Meaning Experience Concept Hiding Go To Market Efficiency and Effectiveness (Leads to Revenue/per 100) 0 .5 1 6+ 3 Rise Above Value to Meaning KJR Associates, Inc. @socalbma
- 16. 5 Reasons We Overvalue Value • Product Narcissism • Content is Commodity • Context is the New King • It’s In Our Selling Blood • Are You Experienced? KJR Associates, Inc. @socalbma
- 17. What to Do About It? KJR Associates, Inc. @socalbma
- 18. Modeling the Hero’s Journey KJR Associates, Inc. @socalbma
- 19. Find Your Customer’s Hero’s Journey KJR Associates, Inc. @socalbma
- 20. “Winning in the Subscription Economy” Trendspotting KJR Associates, Inc. @socalbma
- 21. All Pain No Gain “Modern Malware Exposed!” KJR Associates, Inc. @socalbma
- 22. A Better Mousetrap “It's Time to Fix the Firewall” KJR Associates, Inc. @socalbma
- 23. A Brave New World “Making Flying Fun Again” KJR Associates, Inc. @socalbma
- 24. Building Your Hero’s Journey 5 Steps KJR Associates, Inc. @socalbma
- 25. WORKSHOP Trendspotting/STEEP • Information Abundance • Crowded Markets • Independent Buyers Expected Solutions All Pain No Gain Better Mousetrap/AIM • Approach – • Innovation – • Mindset – Brave New World Step 1 – Today’s Reality KJR Associates, Inc. @socalbma
- 26. WORKSHOP Expected Solutions • Feature Benefit Based • ROI Driven • Description Rich All Pain No Gain • Not noticed • Poor lead conversion • Poor opportunity conversion Trendspotting/STEEP • Information Abundance • Crowded Markets • Independent Buyers Better Mousetrap/AIM • Approach – • Innovation – • Mindset – Brave New World Step 2 – All Pain No Gain KJR Associates, Inc. @socalbma
- 27. WORKSHOP Expected Solutions • Feature Benefit Based • ROI Driven • Description Rich All Pain No Gain • Not noticed • Poor lead conversion • Poor opportunity conversion Brave New World Trendspotting/STEEP • Information Abundance • Crowded Markets • Independent Buyers Better Mousetrap/AIM • Unique Value Based • Viewpoint/Context Driven • Experience Rich Step 3: The Better Mousetrap KJR Associates, Inc. @socalbma
- 28. WORKSHOP Expected Solutions • Feature Benefit Based • ROI Driven • Description Rich All Pain No Gain • Not noticed • Poor lead conversion • Poor opportunity conversion Brave New World • Lead the parade • 6x in 6 Months Trendspotting/STEEP • Information Abundance • Crowded Markets • Independent Buyers Better Mousetrap/AIM • Unique Value Based • Viewpoint/Context Driven • Experience Rich Step 4: Define The Brave New World KJR Associates, Inc. @socalbma
- 29. WORKSHOP Expected Solutions • Feature Benefit Based • ROI Driven • Description Rich All Pain No Gain • Not noticed • Poor lead conversion • Poor opportunity conversion Better Mousetrap/AIM • Unique Value Based • Viewpoint/Context Driven • Experience Rich Trendspotting/STEEP • Information Abundance • Crowded Markets • Independent Buyers Buyer Driven Market Stuck in Launch Break- through Mktg Market Leadership Step 5: Label Your 4 Acts Brave New World • Lead the parade • 6x in 6 Months KJR Associates, Inc. @socalbma
- 30. Our Journey TodayScale and Tell The Story! KJR Associates, Inc. @socalbma
- 31. 5 Steps To Market Leadership • Shift Your Mindset • Identify Leadership Objectives • Create Your Viewpoint • Articulate Uniqueness • 10x Your Experience KJR Associates, Inc. @socalbma
- 32. What’s It Worth? • Up to 6x in 6 months – Dramatic Revenue Marketing Metrics Improvement – Improved Sales Engagement and Conversion – High Test Fuel for Content Marketing Machine KJR Associates, Inc. @socalbma
- 33. Our Journey TodayOur Journey Today KJR Associates, Inc. @socalbma
- 34. Some of My Favorites • Contentmarketinginstitute.com • ChiefMartec.com • TopoHQ.com • Digitalpi.com/blog/ • Zuora.com KJR Associates, Inc. @socalbma
- 35. In Closing KJR Associates, Inc. @socalbma
- 36. Questions? Ken Rutsky President and Principal Consultant Twitter.com/Ken_Rutsky /socalbma /company/socalbma /socalbma /socalbma SoCalBMA.org A Hero’s Journey It’s Your Customer’s Story, Not Yours
- 37. Let’s Discuss >>>Please Join us Outside on the Terrace for the Reception >>> SoCalBMA.org
Editor's Notes
- STORY OPEN When I was the VP of product marketing at McAfee, Richard our Director of West coast sales walked into my office and said, PAN is killing us Being the Smartass I am…market is $3B, we do less than 100, Checkpoint and Cisco do billions and PAN does what $5M, why should we worry about that.. He shook his head and left Now…McAfee no longer in that business, PAN does over 1B in Revenue, is worth over $12B on the public market, and has nearly $1B of cash on hand PAN was breaking out of the category and leading a new market parade to a next generation product. And I learned a few very important lessons: Sales is the canary in a coal mine, and watch for flashmobs in your market.
- Because this is what Market leadership looks like… Flashmobs, Parades and movements. Describe each here But why is it so hard to become a leader, why do so many great companies fail to lead. Well at a first level, the crowded markets are simply conspiring against us.
- Last year’s landscape, toppped 2000 vendors
- Last year’s landscape, toppped 2000 vendors
- Last year’s landscape, toppped 2000 vendors
- First off, information has become commoditized. It used to be if your kids didn’t know something everyone said, “Go ask dad”
- Now they go ask Google. The problem is, google returns 67,000,000 results. The same dynamic exists for B2B buyers, instead of go ask the vendor, or garnter, they start with go ask Google. It’s no longer a battle to be found, it’s a battle to stand out.
- Lastly, the buying cycle is nearly 2/3 over before the first vendor contact. Quote CEB research here.
- I am a B2B Go to Market Consultant I am a 20 yr+ Marketing exec, and prior to starting my consulting practice I was in marketing leadership roles at Intel, Netscape, various start-ups and McAfee. What I really focus on is helping my clients to breakthrough, establish and grow their flashmobs and parades, their market leadership. In my seven years of consulting practice, my clients have had IPOs and been acquired at a total of over $6B including FireEye and Nimsoft and Merced Systems So what is this thing we call market leadership all about?
- Some would argue that it’s all about marketing automation and there is no doubt, that to be competitive you need to leverage a few of those 3500+ technologies to create effeciency in your marketing efforts. Automation is the engine of the m Leaders are great at both of these, but as we will see, automation is a means, not an end to success.
- Some would argue it’s about being great at Content marketing. Ann Handley has written a great book on this, called Content Rules, as well as a follow up called Everyone Writes. Like the Julia Child cookbook, these books have great process recipies to build your content marketing programs However as my 11 y/o daughter says, Girls Rule, Boys Drool. Or what I say, Context Rules, Content Drools…if it lacks context. The Content Marketing Institiute does… #1 challenge is creating COMPELLING and RELEVANT Content, and as we will see, to do that we MUST understand and leverage our customer’s context. More on that in a bit…
- Lastly, our new generation of marketers will say it’s not about marketing at all, it’s about Growth Hacking. Driving demand by virally integrating you experience into the customers world. But in reality, we’ve been doing growth hacking for decades now. When I was at netscape, we growth hacked our way to hundreds of millions in advertising revenue by integrating paid search providers into the Netscape browser. We drove millions of downloads with the internets first affiliate program Netscape Now. At the end of the day, growth hacking is just another way of saying online, integrated, API driven demand generation. But to succeed, you still need to do what marketers have always done, understand your market, define your value and help your customers solve problems. There is NOT silver bullet here.
- So if Content, automation and growth hacking are some of the hows, what is market leadership really about?? AND WHY do some companies lead and other follow
- To paraphrase Spike Lee, what it is really about is MO Better LEADS. After all, in today’s reality, marketing teams are held more and more accountable to not only lead generation targets, but to revenue generation contribution. More leads, better leads. And rightfully so, because to lead your market means closing more business and doing it with efficiency and effectiveness. And leaders win, and everyone else loses. In general, from the outside, it often looks like your competitors are doing the same tactics as you. SEO, Webinars, content, nurture, etc. But when someone establishes market leadership, they seem to be like a snowball rolling downhill. Yet if we are fighting to breakthrought, it feels like we are pushing a boulder up a mountain. DO POLL 1 Here!
- So what does the journey to market leadership look like? Walk through CENTER Then Marketo reference right side Then Focus left side… Find
- So what does the journey to market leadership look like? Walk through CENTER Then Marketo reference right side Then Focus left side… Find
- So how do we fix it and get the hightest fuel our racecare needs. THERE are 3 keys to success to feed your machine so that you get to relevance and effectiveness with buyers. They 3 steps are Find your unique value Tell your Viewpoint story Show don’t tell These three steps take can take you from launching to leading. Let’s take a look at each of these.
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- We’ve stocked our magnificent flying machines with everything your little heart could want. On-demand movies? Check. Tasty bites and satisfying libations? Check. In-flight Wi-Fi? Check. An enjoyable ride you'll actually look forward to? Check and doublecheck. The fourth and final story is what I call the brave new world. Tell Virgin America story Talk about Tilt concept
- What’s Your Magic? What’s Your Customer’s Journey? What’s the Brave New World Look Like? What in this framework resonates with you? What is not clear?
- Tweak slide…
- Tweak slide…
- Lead the parade 6x in 6 Months
- Lead the parade 6x in 6 Months
- Tweak slide…
- So what does the journey to market leadership look like? Walk through CENTER Then Marketo reference right side Then Focus left side… Find
- in key revenue marketing metrics such as leads to