22 Insights from Transformational Marketing: Moving to the TopRight

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22InsightsfromTransformationalMarketing:MovingtotheTopRight

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Toachievesimplicityinyourstory,beginbyasking“why.”Keepaskingwhyuntilyouidentify theonething—theessence—ofwhyyoumatter.

@TopRightPartner22InsightsfromTransformationMarketing:MovingtotheTopRight


Compellingstoriesresonatewhentheaudiencecanputthemselvesatthecenterofthestory.



Thecustomeristhe hero,andthestoryisabouttheirjourney,withyouastheguidetohelpthemnavigatethatjourneysuccessfullybecauseofwhatyoudoforthem.



YourBrandStorymustbesimple,clear,andalignedwithyourcustomer’swantsandneeds.Itmust alsobebold.Itmustencourageexploration.Itmustleadthecustomerandaudiencetoaplace wheretheywanttolearnmore.



Themostsuccessfulbrandstoriesareacombinationofartandscience—theybalance rigorousanalysistoidentifyactionableaudienceinsightswiththecreativeideationandthe artisticexpressionofastoryteller.



Youhaveabouta6-secondwindowformakingaconnection.Sixsecondstogiveyourcustomers,youraudience,areasontocare…areasontowanttolearnmore.



Marketing,morespecificallybranding,isallaboutstorytelling– thestoryofyourbrand,builtintoyourbrand.



Ifit’snotgeneratingmoneyforyourcompany,focusingonthe “fun”sideofbrandingattheexpenseofhardscienceisliketossingfistfulsofcashoutthe window,musicblasting,whiledrivingdownthehighway.



Chief MarketingOfficers(CMOs)aretaskedwithfiguringouthowtocreatenotjustgoodcustomer experiences—butprofitablecustomerexperiences.



Thepathtopurchase,post-salerepeatpurchase,andadvocacyisnolongeradirectroutedown thetraditionalsalesfunnel.It’smorelikeaspiral.



Marketingisan investment,pureandsimple,notanoptionalexpenseoraluxury.



StorywithoutStrategyisArt;StorywithStrategyisMarketing



Unlikethepopularized“Buyer’sJourney,”theCustomerBuyWay doesn’tendatthepurchasestage,butratherencompassestheentirecustomerlifecycle



Justas youshouldthinktwicebeforeyoupouryour401(k)fundsintohigh-risktechstocksoryour neighbor’slateststartupidea,so,too,shouldyouthinkcarefullybeforeyougambleyourmarketingbudgetonariskybetwhenyoulikelyhavemoresolidmarketingoptionsoutthere.



Customerinsightsthatdrivedecision-makingmustbebothrelevantandtimely. Compilingsuchinformationisanenormousburdenfornearlyeverycompanyontheplanet,butit’sanecessaryone.



Themarketinginvestmentapproach,combined withcreativedrive,givesmarketersanevengreaterabilitytobuildbrandanddrivevaluefor theircompany.



Inandofitself,MarTech willnotgiveyouanewbrandstory,developawinningstrategy,orget morecustomerstobuyyourproductsandservices.



MarTech canserveasascientificdecisionsupportsystemformaking therightinvestments,intherightamounts,attherighttimes,tooptimizeoverallreturnson marketinginvestmentforthecompany.



Applyscienceandarttoyourmarketingefforts,andyoucancreate productiveconversationstoengageyourcustomer.



Youhavetodevelopadeepunderstanding—backedbysomerealscientificrigorandcreativemagic—ofyourmarketandyourcustomers.



Thebeststrategiesareonlyaseffectiveastheirtacticalexecution.



Totrulytransform,marketingmustgetall3S’sright:therightStory,therightStrategy,the rightSystems,allmeasuredthroughthelensofSimplicity,ClarityandAlignment.

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