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!