tech marketing success means making products and companies 'human
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.TRANSCRIPT
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
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Making Products & Companies
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Image courtesy of cubicle ranch.com
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“A wealth of information creates a poverty of attention.”
~ Herbert Simon, late Nobel laureate economist
Attention, Trust (EdelmanTrust Barometer)
Volume of Information
Customer Hostage
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Emotional Impact Matters
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How does marketing make us FEEL?
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“Facts,” and
most are
filtered!
Feelings
Conscious Mind 10%
Subconscious Mind 90%
How People Think We Decide
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EMOTIONS LOGIC
EMOTIONS LOGIC
Wanna Connect? Get Human!
Simple Stories
Think “Upside Down”
Likeability? Unleash Your Best People
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Stories, Not “Messaging!’
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Story
It’s about
ME,
dummy!
Brands Are Emoticons Which is yours?
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Metaphors,
Analogies
Simplify
Complexity
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Marketing Operations
– the Central Nervous
System of Marketing &
Sales
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Customers don’t buy what we make;
they buy who we are.
Sinek’s ‘The Why’
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How great leaders communicate
Too much marketing
focuses here
Your Cause, Your Why
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Stories Share “Values”
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Kinaxis - Simplicity
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Think …
Surprise!
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Humor Humanizes So Lighten Up!
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IBM Art of the Sale
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Want Conversation?
Surprise Your Audience
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Cisco – Valentine’s Day
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Likeability
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Personalities are Like
Batteries
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Unleash Your Best Storytellers
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Person-Person Service Builds Trust
Where can I humanize?
Simple “Feeling” Stories
Think “Upside Down” and Lighten Up!
Likeability Means People and Personality
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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
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Thank You for
‘Keeping it Human’
with me!
www.keepingithuman.com
@kathyklotzguest
Marketer to the “Human” Kind