Let your people be people

Transcript

1. Let Your People Be People How to use Storytelling to

   Appeal to Prospects, Connect with Customers, and Take Your Product Marketing Team to the Next Level Anna Schena Walsh Director of Growth Marketing at Narrative Science

2. 2 A bit about Narrative Science… and our obsession with

   storytelling

3. There is nothing more human than storytelling.

4. 4 Raise your hand if… you are responsible for your

   company’s ‘messaging’

5. 5 Keep your hand raised if... you’ve created a messaging

   framework

6. 6 Keep your hand raised if... the messaging framework completely

   failed

7. 7 That is the world we were living in. We

   were doing what all good product marketers do.

8. 8 To find out if we were good storytellers, we

   looked to the best.

9. 9 But 22 criteria was too difficult to scale

10. 10 Luckily, we found an easier framework The ‘Hook’ Describe

    the Old World Paint the New World Call to Action

11. 11 Top Five Lessons Learned on our Journey to Becoming

    a Storytelling Company

12. 12 Lesson 1: Authentic stories start with people, not products.

13. 13 Lesson 2: You have to prioritize storytelling.

14. 14 Lesson 3: Get buy in.

15. 15 Lesson 4: Good storytelling takes time. A lot of

    time.

16. 16 Lesson 5: Don’t be afraid of your own voice.

17. 17 WHAT WORKED 1. User stories 2. Role playing &

    pitch practice 3. Getting uncomfortable WHAT DIDN’T 1. Messaging Docs 2. Powerpoint pitch decks 3. Playing it safe

18. Becoming a good storyteller is a journey.

19. Call to Action Write out your company story this week.

    Take half hour and just write it. Compare it to your current messaging, and see what you think.

20. in/annaschena @narrativescience aschena@narrativescience.com Let us know how it goes!