The Power of Storytelling

Content + Customers = Credibility

Gina Balarin Joe Ramos

Content Manager Finance Analyst

Concur NOW:Pensions

@GBalarin #B2BSummit

Storytelling:

Then & Now

WHY THEN?

Fireside Tales

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WHY NOW?

Authenticity

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What Story

are You

Telling?

WHY YOU? WHY THEM?

What’s in it For Me?

Who Are Your

Customers

Anyway?

@GBalarin #B2BSummit

Building a

Customer-

Focused Team

One Story: Two Perspectives

@GBalarin #B2BSummit

The Real Beauty of Your Customer

Their Words, and Yours

Concur

Customer Story

NOW:Pensions

Smarter. Simpler. Better.

NOW: Pensions and Concur Solutions Blurring ‘Personal’ and ‘Professional’

• Online demo

• Tight implementation schedule

• Communication

• Honesty

“Welcome to the Savoy, Joe! I’m David-

the Managing Director of Concur UK

SMB!”

Why I Chose Concur

Going Even Further- Blending ‘Personal’ and ‘Professional’

• Amicable

• Pragmatic

• Long-Term

• Mutually Beneficial

• Honest

Video

Youtube Savoy Hotel Q&A with a client

Partnership Upcoming Features

Marketing Future Speaking Faces

Smarter. Simpler. Better.

What’s Our Story?

Joe’s video: https://www.concur.co.uk/casestudy/now-pensions

Practicalities:

Storytelling

Tips

@GBalarin #B2BSummit

How to catch that golden moment blog: http://bit.ly/B2Bstories

• A consistent business-wide customer experience

• Introduce interviews from trusted sources

• Set expectations – process, timelines

• Deliver when promised

• Be polite, friendly, helpful

• Smile on the phone

• Capture their real words

• Let them own & change their words

• Be honest

The Golden Moment

Form & Function

Sales,

Stories, Buy-in

& Success

VOC² Use your

customer’s

voice

Interview

once, quote

everywhere

Speaking

slots

Video

testimonials Blogs

@GBalarin #B2BSummit

Key Takeaways

• Build solid relationships

• Let your customers tell their story

• Amplify their voice

• Keep it real

• Keep communicating

• Say ‘Thank You’

Thank You!

@gbalarin

uk.linkedin.com/in/ginabalarin

uk.linkedin.com/in/joeyramos

@GBalarin #B2BSummit