Episode Details

Ardath Albee, B2B Marketing Strategist and CEO of Marketing Interactions, joins the Business of Story Podcast to discuss the importance of knowing your customers in a godlike way and the shift brands need to make to become relevant to their audiences.

The Business of Story is sponsored by ACT!, Sigstr, and Zignal Labs.

• ACT! helps individuals, small businesses, and sales teams organize prospect and customer details in just one place, ultimately driving sales. Visit http://actstory.com and enter to win a pair of BOSE noise-cancelling headphones.
• A company of just 100 employees sends 1,000,000 emails per year on average. What if you had a million new opportunities to engage your key customers and prospects? Sigstr opens up the marketing potential of employee emails. Learn 3 creative ways to unlock the power of email signatures: http://bit.ly/1P0bE9A
• Zignal Labs is a real-time cross-media story tracking platform to make your life easier to see relevant data and reach your customers where they are. Stay ahead of what the world thinks with a free trial at http://zignallabs.com/story

In This Episode

• Why your personas are critical to the complex B2B sell
• How the "pronoun shift" will have a profound impact on the relevance of your content
• What the Greek legend of Narcissus has to do with your brand
• Why it's important to turn one-off campaigns into serial business stories for true customer engagements
• Tips to start creating your own buyer and customer personas
• Ardath's Relevance Maturity Matrix and how to make the shift to being relevant in the marketplace

Resources

• Ardath's Twitter, @ardath421
• Ardath's books, "Digital Relevance" and "eMarketing Strategies for the Complex Sale"
• Marketing Interactions
• Content to Conversion Conference, Feb 15–17
• Robert McKee

Visit http://bit.ly/BizofStory for more insights from your favorite storytellers.