22 Insights from Transformational Marketing: Moving to the TopRight

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22InsightsfromTransformationalMarketing:MovingtotheTopRight

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Toachievesimplicityinyourstory,beginbyasking“why.”Keepaskingwhyuntilyouidentify theonething—theessence—ofwhyyoumatter.

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Compellingstoriesresonatewhentheaudiencecanputthemselvesatthecenterofthestory.

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Thecustomeristhe hero,andthestoryisabouttheirjourney,withyouastheguidetohelpthemnavigatethatjourneysuccessfullybecauseofwhatyoudoforthem.

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YourBrandStorymustbesimple,clear,andalignedwithyourcustomer’swantsandneeds.Itmust alsobebold.Itmustencourageexploration.Itmustleadthecustomerandaudiencetoaplace wheretheywanttolearnmore.

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Themostsuccessfulbrandstoriesareacombinationofartandscience—theybalance rigorousanalysistoidentifyactionableaudienceinsightswiththecreativeideationandthe artisticexpressionofastoryteller.

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Youhaveabouta6-secondwindowformakingaconnection.Sixsecondstogiveyourcustomers,youraudience,areasontocare…areasontowanttolearnmore.

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Marketing,morespecificallybranding,isallaboutstorytelling– thestoryofyourbrand,builtintoyourbrand.

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Ifit’snotgeneratingmoneyforyourcompany,focusingonthe “fun”sideofbrandingattheexpenseofhardscienceisliketossingfistfulsofcashoutthe window,musicblasting,whiledrivingdownthehighway.

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Chief MarketingOfficers(CMOs)aretaskedwithfiguringouthowtocreatenotjustgoodcustomer experiences—butprofitablecustomerexperiences.

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Thepathtopurchase,post-salerepeatpurchase,andadvocacyisnolongeradirectroutedown thetraditionalsalesfunnel.It’smorelikeaspiral.

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Marketingisan investment,pureandsimple,notanoptionalexpenseoraluxury.

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StorywithoutStrategyisArt;StorywithStrategyisMarketing

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Unlikethepopularized“Buyer’sJourney,”theCustomerBuyWay doesn’tendatthepurchasestage,butratherencompassestheentirecustomerlifecycle

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Justas youshouldthinktwicebeforeyoupouryour401(k)fundsintohigh-risktechstocksoryour neighbor’slateststartupidea,so,too,shouldyouthinkcarefullybeforeyougambleyourmarketingbudgetonariskybetwhenyoulikelyhavemoresolidmarketingoptionsoutthere.

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Customerinsightsthatdrivedecision-makingmustbebothrelevantandtimely. Compilingsuchinformationisanenormousburdenfornearlyeverycompanyontheplanet,butit’sanecessaryone.

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Themarketinginvestmentapproach,combined withcreativedrive,givesmarketersanevengreaterabilitytobuildbrandanddrivevaluefor theircompany.

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Inandofitself,MarTech willnotgiveyouanewbrandstory,developawinningstrategy,orget morecustomerstobuyyourproductsandservices.

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MarTech canserveasascientificdecisionsupportsystemformaking therightinvestments,intherightamounts,attherighttimes,tooptimizeoverallreturnson marketinginvestmentforthecompany.

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Applyscienceandarttoyourmarketingefforts,andyoucancreate productiveconversationstoengageyourcustomer.

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Youhavetodevelopadeepunderstanding—backedbysomerealscientificrigorandcreativemagic—ofyourmarketandyourcustomers.

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Thebeststrategiesareonlyaseffectiveastheirtacticalexecution.

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Totrulytransform,marketingmustgetall3S’sright:therightStory,therightStrategy,the rightSystems,allmeasuredthroughthelensofSimplicity,ClarityandAlignment.

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