goes to Global 360!
Now, lest you think I use these to curry favor with clients let me substantiate this claim.
On April 13th, Debbie (CMO) and Jen (VP/Product Marketing) invited me to do a Storytelling Assessment with them.
Their question: how well do we communicate what we do? Is it primed for the attention economy?
Here’s what they had to say about the experience (Debbie video/ Jen video)
With the help of my phenomenal graphic recording artist, Diane, we dove deep into the core element of what they did.
From there, we began to build out the story so that it could be told easily and convey (in non-jargon and concrete terms) why they are so much freakin’ better than the competition.
Inspired, we realized we had an opportunity on our hands. Three and a half weeks later was there annual sales training in Dallas.
If we could take these raw ideas and create a “perpetual beta” story that we could roll out, it could
drive measurable results in this year’s pipeline and revenue.
So, over the next 3.5 weeks, I saw a company that truly never stops marketing.
A follow-on session led to a storyboard of an eBook and by the time we rolled into Dallas, we had
- an awesome Flash-based eBook that told the story in simple terms about what they do (link coming)
- a new website that featured our new story
- and a senior executive team that had gravitated towards the idea
But wait, there’s more…in the course of those 3.5 weeks, Debbie had had 4 conversations where she got to “beta test” our new story.
And each of those conversations had exceptional results.
- talked to one of the key influencers in her industry who said, after the first sentence, “hang on, let me get a pen!”
- conducted a webinar with a key strategic partner with 0% attrition
- talked to the former community manager of a key competitor who remarked “Wow, you guys really are different”
- and was able to open the door to a new relationship with a big partner using the story
The ROI on the story? TBD, but you BET we’ll be quantifying it.
But that is besides the point.
What Global360 did (Debbie, Jen, Kathleen, Jenny, Nancy, and a slew of others who I’m not naming) in 3.5 weeks was:
- recognize that they could do better in their marketing
- shot for “Remarkable”
- saw an opportunity to grow the movement and seized upon it
- didn’t let the perfect be the enemy of the good
- involved their larger community in development of the marketing
and did it relentlessly!
That’s Never Stop Marketing material.
Congratulations!
They join an illustrious group of NSM Winners including JackBe, Dave Sobel, and the Microsoft LET team.
