These are weird times to be in Marketing, aren't they? It's business as usual at exactly ZERO companies. That's true no matter what you do or what you sell -- B2B, B2C, SMB... all of us. Everything is suddenly, confusingly different. So, what's the path forward? What do the current times mean for you, your business, and your customers? Watch Ann Handley for her webinar, Storytelling in a Chaotic World: How Your Brand Story Can Set You Apart, where she will share why having a clear and unflinching focus on your story will set you apart. You'll learn: -How the notion of brand storytelling has shifted -7 non-negotiable things your storytelling MUST do -The best tactics for connecting with customers right now

1. Storytelling in a ChaoticWorld:
HowYour Brand Story Can SetYou Apart
Ann Handley
Partner + Chief Content Officer
MarketingProfs

2. 2Proprietary and Confidential | © Marketo, Inc.
Housekeeping
• Questions? Use the Q&A box on your screen and we will get to as many as we can
at the end of the session
• The webinar is being recorded, we will send you the slides and recording once the
webinar concludes
• Posting to social? Use our hashtag #mktgnation

3. Hi. It’s Ann Handley.
Partner + Chief Content Officer
MarketingProfs.

4. @annhandley
THE BEST STRATEGY IS A STORY

5. @annhandley
A HERO WE RELATE TO
A VILLAINOUS CHALLENGE
AN EPIC STRUGGLE TO RESOLUTION

6. @annhandley
A HERO WE RELATE TO
A VILLAINOUS CHALLENGE
AN EPIC STRUGGLE TO RESOLUTION
High stakes
Uncertain outcome

7. @annhandley
TWO THINGS DON’T CHANGE:
1. YOUR PURPOSE.
2. THE HERO.

8. @annhandley
ONE THING DOES CHANGE:
1. HOW WE TELL THE STORY.

9. @annhandley
CAN I HAVE YOUR ATTENTION?

10. @annhandley
CAN I HAVE YOUR ATTENTION?
HOW CAN I EARN YOUR TRUST?

11. @annhandley
TRUST X AFFINITY

12. @annhandley
TRUST X AFFINITY
“Do they understand
my problems best?”
“Do I like them?”

13. @annhandley
7 NON-NEGOTIABLE THINGS YOUR
STORYTELLING MUST DO NOW
(THAT WILL DELIVER TRUST + AFFINITY FOR YEARS)

14. @annhandley
CAMARADERIE AT SCALE.

17. PEER-TO-PEER vs. BRAND-TO-TARGET

19. @annhandley
A FOCUS ON DEEPENING
EXISTING RELATIONSHIPS.

21. Founder Allen Weiss

22. PSST! THIS IS A GREAT TIME TO
LAUNCH A NEWSLETTER

23. @annhandley
EMAIL IS THE ONLY PLACE
WHERE PEOPLE (NOT
ALGORITHMS) ARE IN CONTROL.

24. @annhandley
SHORT-TERM ACTIONS TO
REFLECT NEW REALITIES.

26. Jess

27. @annhandley
LONG-TERM LEADERSHIP.

31. @annhandley
AN ELEMENT OF THE
UNEXPECTED.

33. “Still Life with Fish, Vegetables, Gougères, Pots, and Cruets on a Table”
Artist: Jean-Siméon Chardin (French, 1699 - 1779)

34. “Still Life with Canned Tuna and Trader Joe’s”
Artist: Some guy on Twitter

35. CRISIS FERTILIZES CREATIVITY

36. @annhandley
MEANINGFUL,
MANAGEABLE RELEVANCY.

38. Before:
After:

39. @annhandley
PEOPLE.

41. Rothy’s

43. Shedd Aquarium, Chicago

45. @annhandley
THE BEST STORY IS A
HUMAN STORY ABOUT A
UNIVERSAL TRUTH.

46. @annhandley
1. CAMARADERIE AT SCALE
2. A FOCUS ON DEEPENING EXISTING
RELATIONSHIPS
3. SHORT-TERM ACTIONS
4. LONG-TERM LEADERSHIP
5. AN ELEMENT OF THE UNEXPECTED
6. MEANINGFUL, MANAGEABLE RELEVANCY
7. PEOPLE

47. @annhandley
THANK YOU, MARKETO!
LOVE YOU!!
annhandley.com
annhandley.com/newsletter

48. Q & A

49. ThankYou!