• Mon. Mar 1st, 2021

get a minute thank you very much thank you guys I'm glad you don't yes I know this time it's like 3:45 and you're like I cannot be more tired I'm gonna be more tired right now that's what I know that's I feel the same way at this time but I've been drinking coffee all day and I'm ready so we are going to over the next 25 minutes we are going to commit to being more skeptical they're not enough skeptical CMOS in the world I think we need some more we're gonna be more committed to bigger ideas simple big ideas I want you to be committed I want you to be creative be more creative I don't take big risks people I want big risks I want you to be more inquisitive start asking questions not about your company about your audience about the people the clients the customers you serve I want you to be more audacious and I want you to be more inspiring for sure but before we do that I want to go back to number one I want you to be more skeptical we're gonna start by talking about the funnel okay the funnel we all know the funnel right awareness consideration intent purchase loyalty advocacy well I started asking questions I'm inquisitive I wanted to know where did the funnel come from where do we get this thing so I did some research I spent a little time on Wikipedia look at this it was invented in 1898 by a guy named Saint Alamo Lewis which is an awesome name by the way so if you're naming a baby Saint Alamo Louis should be on your list but he didn't draw a funnel I'll give you that but he came up with attention interest and desire and conviction will outweigh all the objections in a sale and you'll have a sale this was his concept 1898 people and we've tried to redesign and reinvent the funnel right we've given it to a designer and said turn it into a bow tie I think this is a good idea I had some dots and maybe some extra spaces that we never had before this seems like a good idea we've done we've done a good job rethinking it we've turned it on its head said let's come up with the mirror triangles and add a little random gray arrow put some gradients over on the side it's gonna look modern it's genius we we've also gotten really overboard this is the funnel inside of a more complicated funnel with two random blue arrows one of which says more money in my pocket it just it just comes out people just do it this way and you just shove it in just put it right in there this one takes the cake this is the fu funnel yeah tofu tofu and both boo some genius inserted into this we don't need new funnels people even in 1898 we didn't even have airplanes in 1898 people and st.

Elmo Louis evolved his design to this Russian dolls like nested bucket thing where your as a sales guy you'd walk away with the sale right what for you I just made us but we use the same framework we came up with in 1898 a lot has changed since then we have bad things now people we need to rethink the funnel one of the most fundamental things has changed in the last hundred years is the web right we need to embrace a new world view we need to be a little bit more humble about our awesome 500 brands in the marketplace we need to embrace a new model of the universe the first thing we need to think about is what the web used to be like we used to have a Ptolemaic model of the web now if you don't remember who ptolemy was he was a second century astronomer who decided that the earth was the center of the universe and when we came up with our first websites we thought this way we were like Gary we're gonna build the best web site in the world and everybody's just gonna come to him we're the center of the universe the Sun revolves around us this is where we decided the Ptolemaic web view has to change because we live in a Galilean web universe now Galileo was the guy that came along in the 16th century he looked at a telescope and he said Wow holy smokes we are not the center of the universe in fact there's a Sun we revolve around the Sun there's a lot of planets just this was heresy I want you to be a heretic that's what I'm saying I want you to embrace the Galilean model of the universe what's the web model you look like the Galilean web model of the universe looks like this what's it the search center of the Sun it's the goups the Google I met people who love Google so much they type in google.com into Google to get to Google this is it's the center of the universe people and radio be out from that is your client your customer you're their everyday experience you've got things like they're checking their email right all day long they're watching crap on YouTube they're on Facebook facebooking people they're watching some news they're tweeting crap they're pinning things we just heard Kevin I know you skeptical CMOS they're pitting crap all day long they're flickering they're linked inning they're stumbling upon they're digging they're editing their iTunes II that we're oppressing describing I don't even know what some of those logos are people where is your website wait let's bring the hell out here come all the way out here and get the stuff you really want I'll be out dog yeah yeah yeah we have to embrace the galilean model of the universe we need to get closer and closer to our clients and our customers everyday experience I want you to ask yourself in the next marketing meeting if you're being a Galileo or you're being a Ptolemy do you care if they click every link or do you just want another sale do you mind if they watch a YouTube video and decide to call your sales department from the YouTube video that's embrace the new model of the online universe now search is evolving I'm willing to give you that we heard Google yesterday talked about how suits research is evolving but Google is the comfort food of search is the meatloaf the mashed potatoes and peas of search it feels good 10 blue links is yummy that's what I think and it's evolving when I started putting this presentation together I went looking for a picture of meatloaf mashed potatoes and peas I didn't go to Google I went to Flickr and I went through 2000 pictures of meatloaf mashed potatoes and peas looking for a picture that was cool enough for this presentation and that's the one I found it's homely it feels good it's not a professional photo I get 15 minutes I'm looking at this and all of a sudden I'm like wait a second I'm pretty hungry I want meatloaf for dinner so I go to all recipes calm I find easy meatloaf it's got 22,000 reviews four and a half stars I'm gonna make this I start reading it I'm like this is overly complicated I'm gonna actually go out for meatloaf so I I go to yup I type in best meatloaf Boston Massachusetts which is where I live and I look down the page and there are two restaurants I like Pop's restaurant in the all-stars sandwich bar both great places one has bad parking one is too noisy for my wife I like it she doesn't we don't have to talk when we're there which is what the I decide maybe I'm not going out for meatloaf I'll go back to my original idea and I go to youtube to watch a video on how to make meatloaf this seems more efficient this is a 10 minute long I have a TD people I'm not gonna watch a 10 minute meatloaf I'm like forget it so I go to 5 min calm where you can learn how to do anything in 5 minutes or less and I start watching this one which is only 3 minutes and 42 seconds I'm enjoying it but then she says you need a meat loaf pan and I'm like crap I don't have a meat loaf pan so I go to Amazon i type in meatloaf I get my meat loaf pan it's on order I got prime it'll be here tomorrow I'm very excited about my meat loaf pan and I've got some time to kill I'm a history buff so I look up on Wikipedia where did this come from it's the German Americans in Pennsylvania brought us meatloaf Thank You Pennsylvania I appreciate it and then I decided this can't be good for you that picture looks pretty nasty how many calories from fat are in meatloaf it's eleven hundred and thirty eight calories people that is disgusting say go to Facebook and I joined the meatloaf sucks group and there's a big old long diatribe by a guy who didn't cut a cook his meatloaf all the way and he got e-coli and I'm like oh my god he coli what what temperature do I have to cook this too and then I realized it's 160 degrees and I'm really conflicted now so I decide you know what let me take the pulse of the public right this second I will go to Twitter and see who's interested in meatloaf look at this guy hey I do love an out laughing out loud my fiance makes a bangin meatloaf which I'm pretty sure is a euphemism so I'm like forget it then there's this other guy who says not sure what the hell I just ate I'm like forget it I'm gonna cancel my meat loaf pan I go back to Amazon I type in meatloaf and I get meatloaf the artist I forgot about that guy bat out of hell is such a great album what is that guy's real name I don't know so I go to all music it's Marvin Lee a day he's from Dallas I'm from Houston and then I remember I saw something back here on Twitter Oh on the bill tomorrow night 6-8 at the bank of America pavilion VIP tent for meatloaf I go to Ticketmaster I buy two tickets to the concert I take my wife we have a great time the meatloaf I take a bunch of pictures I upload the flicker in the morning and I go wait a second I'm back where I started looking at pictures of meatloaf on Flickr yeah great thank you look people here's the question I have for you funnel that okay I mean where's the awareness phase for meatloaf pictures right we have to embrace a new model we have to rethink the universe and I'm not saying there's one model I'm saying we have to find a model I like the consumer journey or the client journey by McKinsey and company and I'm gonna walk you through it very quickly in case you don't know it I've added one small tweak a moment of inspiration a moment of inspiration is a it's a moment in time that sends you on a journey you never expected and in my case it was I need a picture of meatloaf okay and all of a sudden there's a trigger from that moment of inspiration that says I want to eat meatloaf where do I get a recipe for meatloaf that's the initial consideration set in my mind it was all recipes sometimes it's the biggest brand in the marketplace and spent the most money dollars on advertising and then what happens you move into active evaluation an active evaluation you add and subtract brands as you get closer and closer to the moment of purchase and you can see here that 57% of b2b customers make a decision on what supplier they want to use before they contact the supplier that's active evaluation that's this mess when you say you're mapping the buyer journey does it look like this because that's the reality of the consumer as they get closer and closer to the moment of purchase they eventually buy they sign up as a new client a new customer for you and then you enter the loyalty loop and in the loyalty loop it's your opportunity to build more better clients from the clients you've got by creating new moments of inspiration that trigger new journeys that get them faster to the moment of purchase and stay out of the active evaluation loop that is the consumer journey here's the deal this is what we spend our time working on this kind of content we spend tons of money time and energy working on the stuff that's close to the moment of purchase the biggest opportunity in marketing today is to think about the moment of inspiration I want you to think about moments of inspiration if you want to own the consumer journey you have to create moments of inspiration you have to trigger an irresistible urge to act so who's done this well let's take you on an audacious quest in 2011 IBM was trying to transition from a manufacturer to a service provider and no one in the last five years and the b2b market has done something as monumental and is unbelievably compelling as IBM they decided in 2011 to take Watson a computer to play jeopardy they created an unbelievably smart stunt that has led to an entire line of business not just because he played in one jeopardy he Watson sorry I think of him as a person for some reason but they'd actually spawned a nova special a PBS special an hour-long documentary all about the smartest machine on earth 80% of the content in this documentary was shot by IBM they created this content that all of a sudden started CEOs around the world thinking that maybe Google maybe Apple is not the solution to their business problems but IBM once again is the solution mark Lowe Ridge the CFO when your CFO says your marketing is awesome you have kicked ass people okay he said we didn't invest just to play jeopardy we invested to prove leadership applications for our clients and they had 20% growth in one month that first month in March of 2011 after they played Jeopardy you go search Google today and look for ybm Watson the headlines are insane they are still creating content from one big idea winning a jeopardy and this is the kind of headline they were looking for Google in jeopardy what if IBM Watson dethroned the king of search Watson is a great story that built an entire line of business it's a moment of inspiration those two nights in February of 2011 inspired c-level executives to rethink their entire strategy a moment of inspiration that led to a return on investment loi leads to ROI you want measurable ROI start thinking about the moment of inspiration the instant time that sends you on a journey you never expected now moments of inspiration are interesting because they use implied calls to action we know what a call to action is right user by now yeah you Hey but donate now yeah there he did it he really did that's a cross action an implied cause of action is where the content consumer creates their own imaginary button they're inspired to act because the content is so good it invites the content consumer to take the next step some of the most effective content needs no call to action it creates a moment of inspiration that is what the Jeopardy challenge did it created that moment in the minds of c-level executives we need to stop creating campaigns and start making commitments to telling bigger stories stories that are bigger than us this is what I call cornerstone content and I want you to start thinking like that that in that automatic truck the innovation truck moments of inspiration increased demand for the products and services we sell we have to embrace the idea the great storytelling isn't easy but tying it to revenue is even harder and how do we do both how do we answer these questions I want you to use that inquisitive mind of yours to start thinking about it I think one of the ways we can do this is to think about content brands Watson is a Content brand not branded content branded content is created for a company a content brand is created for a valuable audience and when you start thinking this way you can actually turn content into an asset you have to treat it like a product what if we turned our marketing expenses into assets like Watson what if we created our own content brand all right how do you do this you guys okay I'm sweating okay I'm just making sure you're all right how do you do this you have to think like an entertainment executive okay you have to stop thinking like a marketer and think like an entertainment executive let me show you my three simple secrets to creating moments of inspiration using the right kind of storytelling storytelling you learn when you're producing television or producing films secret number one is you must build suspense you have to create anxiety about what's going to happen William Archer a masterful playwright said drama is anticipation mingled with uncertainty if your story does not have drama it is not a story it is not going to create a moment of inspiration this is f-secure f-secure it is a b2b antivirus software company and they're based in Helsinki Finland and they did an amazing job of building suspense over a really good high level concept when they created the search for brain I'm going to play just a little bit so you can get a flavor for it my name is Rico button and I work here I'd have secured in Finland and this here is brain brain is the first PC virus in the world and it was actually transmitted on floppy disk and the chief research officer miko of the f-secure decides he will go on a worldwide journey to find the two guys in Pakistan who came up with this idiotic virus that we're now trying to protect ourselves from the spawn of this from the rest of the world and he goes on this amazing journey he builds suspense throughout the story who are these people what are the questions we should ask and in fact he went to Reddit and everybody asked people what questions should I ask these guys that invented the first PC virus and people responded and he asks those questions I'm not going to show you the end because that's building suspense go watch the story drama is anticipation mingled with uncertainty what if your moment of inspiration is tied directly to the suspense you build the more suspense you build the bigger the payoff the bigger the return on investment is their inherent suspense in the story I am telling if not it is not a story it's a crappy testimonial I'm serious about that there's too many crappy testimonials secret number two you have to foster aspiration you have to understand the hopes and ambitions of the people that you serve in the b2b world these people don't want to be a mid-level distribution center manager at some crappy manufacturing facility for the rest of their life they have an aspiration to do something bigger everyone does this is distribution center velocity okay and this is who it serves people who manage these kinds of facilities okay and if you manage a medium-sized distribution center you're excited about managing a bigger one or a more efficient one those are the things that keep you up at night how can I make this better so DC velocity and brands like thematic who sell conveyor belts they don't want to sell one little conveyor belt they want a distribution center manager to just get so excited about his or her vision for the future that they redesign their whole warehouse that's the aspiration you want to tie into so they created a show called move it welcome back to move it that's all I'm going to show you because I think it's really boring but I'm not their audience okay this half hour long show takes you into the world's best distribution centers the most efficient ones and it actually shows you the people who've made them the most efficient ones in the world the people that medium-sized distribution center managers want to be and it walks you through the secrets the emotions of that transition and change these stories are phenomenally good and they inspire distribution center managers to change their perspective this content is so good but actually NHK a television network in Japan has licensed the television show to air in Japan that's how good this content is it's like how it's made meets distribution centers what if your moment of inspiration is tied to your audience's aspirations when I say be inquisitive I want you to start understanding those aspirations do you know what they are not who they are today who they want to be what does our audience aspire to do or to be and how can we tell them stories that show them a path to that success that the secret number two foster aspiration secret number three this is the final one and this is maybe my biggest pet peeve with b2b marketing we don't harness emotion well enough it's completely devoid of true emotion and the television world this is an unbelievably powerful tool for producing content that does inspire people to act I want you to start thinking about harnessing emotion why why would you harness emotion in a b2b story because the essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions emotion leads to action reason leads to conclusions all of that content that you're creating is close to the moment of purchase is content that plays on reason it's all the features and the functions and the benefits it's all the stuff that doesn't make me move it doesn't inspire me to act I want you to start thinking about dr.

Donald Khan's idea of a motion inspiring action this is a Danish television show okay it's on an eight o'clock on Sundays in in Denmark and it's called Aven Ghana and it means the legacy this television show is a drama about a famous artist from Denmark who dies and then all of a sudden doesn't leave a will he leaves his large family to try fight it out who gets the summer house who gets the art who gets the car and all of a sudden drama ensues very deep emotional drama and then all of a sudden out of nowhere comes an adopted daughter that no one knew about oh no and that's more drama more emotion this show is full of emotion and what happens every Monday morning after the show airs is even more phenomenal people watch the show about a guy who dies with no will and on Monday morning at 9:00 a.m. they call lawyers they call estate planners this is one estate planner in Denmark who used to just get seven new leads a week every Monday morning her answering machine is full with seven new leads a day because this show is so emotional inspires people to say we don't have a will this I don't want this to happen to our family that such as her in fact their legal referral website JFD k ju f na d k saw traffic enquiries double for anything that had to do with the state planning it has it saw enquiries for a state plan our lawyers double week over week for thirteen weeks and this show is now coming to the BBC and it's now coming to the rest of Europe and soon having Gerner will be in the US and this show is so emotional it can get people to do something no one else wants to do call a lawyer that is the power of emotion what if you start to uncover the raw emotions attached to whatever you do whatever your customers your clients do what emotion inspires action as it relates to the product or services we provide that's the questions we need to start asking I want you to be more inquisitive I want you to harness emotion I want you to think like an entertainment executive if you start thinking this way if you harness emotion just like having Derna does you will create a moment of inspiration that does give you a return on investment if you foster aspiration the way DC velocity understands the dreams and hopes of the mid-level distribution center manager you will deliver a moment of inspiration that actually inspires them to act if you build suspense you will see that it's inversely proportional to the amount of suspense you build the inspirational moment will deliver for you I want you to think about these three simple secrets but more than that I wanted to think like television executives I want you to go on audacious quests big quests big ideas that are designed to not just be marketing campaigns but big commitments commitments they can create new lines of business like Watson at IBM I want you to create an irresistible urge to act if you want to own the consumer journey if you want to rethink the consumer journey think about the meatloaf search and go get meatloaf if you're hungry I want you to embrace the new model of the online universe it's not about your website anymore it's about getting closer and closer every day to your customer and clients experience I want you to be more inspiring please be more inspiring think like a television executive you my friends have been Drude thank you very much Andrew thank you very very much that was fantastic we I guess I'd say how much caffeine coffee did you and as the guys outside can't keep up they've had a hard time that was my next question we're just about ready to break for intermission I was wondering if there's any coffee left out I'm not sure hopefully they refilled in my 25 minutes of yelling at you I'm so glad we had you for conference thank you thank you very much you everyone have a great event

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