Embed Size (px)
DESCRIPTION
All marketers communicate, few actually connect! To succeed in the 21st century, b2b marketers must rethink business as usual. Forget the jargon and find your core story. Simplicity, a human touch and stories matter. This presentation was given at the Technology Marketing Summit in Silicon Valley May 2012 by Kathy Klotz-Guest, CEO of Keeping it Human.
Citation preview
K a t h y K l o t z - G u e s t
@ k a t h y k l o t z g u e s t
k a t h y @ k e e p i n g i t h u m a n . c o m
1 All rights reserved 2012. Klotz-Guest
Making Products & Companies
All rights reserved 2012. Klotz-Guest 2
All rights reserved 2012. Klotz-Guest 3
All rights reserved 2012. Klotz-Guest 4
Image courtesy of cubicle ranch.com
All rights reserved 2012. Klotz-Guest 5
“A wealth of information creates a poverty of attention.”
~ Herbert Simon, late Nobel laureate economist
Attention, Trust (EdelmanTrust Barometer)
Volume of Information
Customer Hostage
All rights reserved 2012. Klotz-Guest 6
All rights reserved 2012. Klotz-Guest 7
Emotional Impact Matters
All rights reserved 2012. Klotz-Guest 8
How does marketing make us FEEL?
All rights reserved 2012. Klotz-Guest 9
“Facts,” and
most are
filtered!
Feelings
Conscious Mind 10%
Subconscious Mind 90%
How People Think We Decide
All rights reserved 2012. Klotz-Guest 10
EMOTIONS LOGIC
EMOTIONS LOGIC
Wanna Connect? Get Human!
Simple Stories
Think “Upside Down”
Likeability? Unleash Your Best People
All rights reserved 2012. Klotz-Guest 11
All rights reserved 2012. Klotz-Guest 12
All rights reserved 2012. Klotz-Guest 13
Stories, Not “Messaging!’
All rights reserved 2012. Klotz-Guest 14
Story
It’s about
ME,
dummy!
Brands Are Emoticons Which is yours?
All rights reserved 2012. Klotz-Guest 15
Metaphors,
Analogies
Simplify
Complexity
All rights reserved 2012. Klotz-Guest 16
Marketing Operations
– the Central Nervous
System of Marketing &
Sales
All rights reserved 2012. Klotz-Guest 17
Customers don’t buy what we make;
they buy who we are.
Sinek’s ‘The Why’
All rights reserved 2012. Klotz-Guest 18
How great leaders communicate
Too much marketing
focuses here
Your Cause, Your Why
All rights reserved 2012. Klotz-Guest 19
Stories Share “Values”
All rights reserved 2012. Klotz-Guest 20
Kinaxis - Simplicity
All rights reserved 2012. Klotz-Guest 21
Think …
Surprise!
All rights reserved 2012. Klotz-Guest 22
Humor Humanizes So Lighten Up!
All rights reserved 2012. Klotz-Guest 23
IBM Art of the Sale
All rights reserved 2012. Klotz-Guest 24
Want Conversation?
Surprise Your Audience
All rights reserved 2012. Klotz-Guest 25
Cisco – Valentine’s Day
All rights reserved 2012. Klotz-Guest 26
Likeability
All rights reserved 2012. Klotz-Guest 27
Personalities are Like
Batteries
All rights reserved 2012. Klotz-Guest 28
Unleash Your Best Storytellers
All rights reserved 2012. Klotz-Guest 29
Person-Person Service Builds Trust
Where can I humanize?
Simple “Feeling” Stories
Think “Upside Down” and Lighten Up!
Likeability Means People and Personality
All rights reserved 2012. Klotz-Guest 30
All rights reserved 2012. Klotz-Guest 31
About Kathy Chief Human Officer
Values play, simplicity, and the power of human-speak in business
20 years high-tech marketing / communications strategy and comedy
Founding Sr. Fellow, new media think tank (sncr.org)
MA Stanford University, MBA UC Berkeley
Founder, Keeping it Human
All rights reserved 2012. Klotz-Guest 32
Thank You for
‘Keeping it Human’
with me!
www.keepingithuman.com
@kathyklotzguest
Marketer to the “Human” Kind
