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“Free” Content Marketing?

I sign up for emails from lots of places. Some of them I stick with for years. Some last a matter of days. I was dumb struck by one I.. read more

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The Financial ROI of Brand Storytelling

August 6, 2013 At the Society for Marketing Professional Services annual conference a few weeks ago in Orlando, people who attended my session asked me how to get executive buy-in on.. read more

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Teach Employees to Tell Your Brand Story

September 24, 2013 “Let me tell you a story…” is one of the most powerful phrases you hear. Yet while people relish this from Hollywood movies and best-selling authors, they.. read more

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Creating Purpose-Driven Marketing Departments

December 9, 2014 In the late 1990s, Philip Kotler wrote a book called Kotler on Marketing. In it, he said that “marketing will be re-engineered from A to Z. Marketing.. read more

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Lincoln Electric Changes Perception of Industry with Brand Storytelling

July 7, 2015 Great storytelling starts with a narrative bigger than yourself. But getting buy-in for an approach to building an audience that’s unconventional isn’t easy for B2B marketers –.. read more

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Developing an Emotional Connection with Customers: Insights from HP’s Antonio...

February 23, 2016 Telling a story, creating an experience or building a relationship of any kind, with anyone, starts with an emotional connection. This idea sits at the back of.. read more

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102 of the Most Inspiring Storytelling Quotes of All Time

February 2, 2016 Stories have been shared in every culture for millions of years – starting with rudimentary drawings by people who lived in caves – as a means of.. read more

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5 Essential Elements to Include in Every Sales Pitch

July 19, 2016 by Ken Sterling Effectively closing sales is the bread and butter of your business. Here’s how to hit a home run every time. According to researchers at.. read more

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Sleepless in the C-Suite: What keeps CMOs up at night?

August 2, 2016 “What keeps you up at night?” For marketers, there’s plenty. The annual Tech Heads survey of marketing directors and business buyers points out exactly this. This year’s.. read more

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What’s Brand Storytelling and Why Do You Need It?

August 11, 2016 Frustration. I’m hearing more of it and not just from marketers – but from executives as well. Conversations that used to be within the walls of marketing.. read more

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B2B Brand Storytelling: Learning From Nike

August 23, 2016 by Carla Johnson When it comes to consistently telling a brand story, few brands have the sustainable track record that Nike does. From its inception in 1971.. read more

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Don’t Be Trapped by Form

August 30, 2016 by Robert Rose When I first came to Los Angeles, one of my screenwriting instructors told me something that I still find invaluable today. He said, “When.. read more

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From Stories to Experiences: Marketing’s Evolving Role in Creating Value

September 27, 2016 If ever there were a profession suffering from motion sickness, it’s marketing. Upheaval from a sea of constant change is truly the new norm. Sure footing is.. read more

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How to Tie ROI, KPIs and Other Metrics to Storytelling

October 4, 2016 by Carla Johnson We hear about storytelling a lot, but what does it mean? And does branded storytelling actually work? And can you measure it? That was.. read more

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A Strong Storytelling Strategy Will Expand B2B Reach

October 6, 2016 by Carla Johnson B2B marketers have tapped social media as a pillar approach to reaching audiences. In fact, 83% of respondents in the 2017 Benchmarks, Budgets and.. read more

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7 Storytelling Tips for Sales Teams

October 25, 2016 by Carla Johnson The biggest beef I hear from sales teams or sales-driven organizations is that they can’t get people to pay attention, make decisions or quit.. read more

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22 Storytelling Rules Everyone Can Master

November 8, 2016 by Carla Johnson I’m often asked by business people how to tell better stories. I always tell them to learn from the masters, which is rarely other.. read more

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Want to Raise Prices? Focus on Storytelling

November 17, 2016 by Carla Johnson Storytelling still gets a bad rap. Companies – especially B2B – see it as soft. Execs don’t see it as something to do if.. read more

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Objectives vs Assumptions: Understanding Audience Motives in Storytelling

November 29, 2016 by Carla Johnson In his book Lead with a Story, author Paul Smith shares a great anecdote about why we have to take time to dig into understanding.. read more

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Why Empathy Matters in Storytelling and How to Use It

December 6, 2016 by Carla Johnson In his book Down and Out in Paris and London, author George Orwell (of 1984 and Animal Farm fame…) tells the story of penniless.. read more

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