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The Arizona Marketing Association serves Phoenix, Scottsdale, Mesa and the surrounding cities. March 24, 2014 By Admin Tickets available to the public for this informative event hosted by Emerald Marketing Association (EMA). Starbucks’ success story is epic, a global phenomenon that has touched our daily lives. Tell Your Story Founder George Rafeedie gave a recent breakfast seminar with the Chicago Business Marketing Association where he taught a group of B2B marketers how to develop and share stories on any budget.
In his dynamic presentation, George explained how every organization (big, small, start up, non-profit, division) has a story.
After attending dozens of sessions and combing thousands of posts on Twitter over the past few days, these 5 themes seemed to rise time and again for marketers looking to Be More. Customer experience and satisfaction is the catalyst for all marketing initiatives, but great customer service isn’t enough anymore. Employees are the foundation and support system for customer loyalty, acquisition and retention.
Of course, the BMA annual conference is so much more than the quality of the speakers and sessions. The Tell Your Story team proudly joined more than 950 fellow b2b marketers for Day 1 of the world’s biggest and best b2b marketing event, BMA15. The number of b2b searches on mobile has tripled in two years with 42% of b2b searches done on mobile. The “Relevance Imperative” – Customers expect great experiences, meaning greater expectations on marketers. George Rafeedie is the founder of Tell Your Story and has attended at least 15 national BMA conferences dating back to 1997.
By (Wikipedia) definition, big data is “any collection of data sets so large or complex that it becomes difficult to process them using traditional data processing applications.” I had trouble processing that sentence. Undoubtedly, big data is a pain point for most professionals; many have made it their personal mission to wrangle the beast. Carey, who specializes in data mining for B2B and B2C companies, led recent BMA Breakfast Seminar “Dancing With Big Data,” where he shared his insights and findings on what makes big data so…big, based on interviews with leading marketers and industry pros. Overall, the session was very eye opening on how important business knowledge is for us communicators. Last night at Moonlight Studios, the Tell Your Story team proudly accepted a Gold Business Marketing Association of Chicago Tower Award in the social media category for work done for client, USG Corporation.
Our winning social media program helped USG tell the story of their new brand identity and Team USA sponsorship through employee Brand Ambassadors. Thank you to BMA and the judges for this great recognition and congrats to all our friends in the industry who were also recognized! A question that I, like many professionals, ask myself often, I realized that it’s largely because of the endless learning opportunities available within the marketing field. Case in point: That same morning I attended a BMA breakfast seminar on content marketing and SEO best practices led by Andy Crestodina, web strategist for Orbit Media. Here are a few key takeaways and reminders of SEO best practices for content marketers, courtesy of Andy. Content is what search engines rank; every piece of content on your website is an opportunity to get indexed and subsequently “found” online.
While you should definitely have a home for social media icons on your website, do not place them in the header of your homepage.
If possible, create dedicated landing pages for key employees, complete with photos and bios. If you’re still falling short on topics to blog about, search tools like Ubersuggest, Soovle, Google Suggest, and Google Keyword Planner are all great places to start hunting.
When I sat down and reviewed the schedule for #BMA14, I saw that there was a morning run each day of the conference. Walking in to day number two of BMA14, I was pleasantly surprised to listen to several corporate discussions on healthy lives and the impact on your work quality and productivity. Tell Your Story is definitely a supporter of healthy active lives for team members, which I am very grateful for and just need to become an active participant. Aon kicked off the topic, taking us virtually to the Manchester United facility to learn about healthy habits and how important it is to your life. Lesson learned, I have to quit (or maybe just slow down) eating sundaes and pay attention to my health in order to be a better marketer, employee, person. Benzinga is a fast-growing, dynamic and innovative financial media outlet that empowers investors with high-quality, unique content. Big Data has been the consulting buzz word of the last 4 years. Data is an absolute necessity, but it is not sufficient in the world of corporate and personal decision making.
Former Executive Director Global Market Research, Eli Lilly Company, President, Transform Strategy Partners, LLC. Mark Kershisnik is the president and managing partner of Transform Strategy Partners, a venture he embarked upon after 32 years in general management, global marketing and market research at Eli Lilly and Company.
MRA’s CEO Summit is an extraordinary annual event exclusively designed for C-level executives (CEOs, CFOs, COOs, business owners, presidents, etc.) of small to mid-sized marketing research companies. Of course you could bring in a consultant or agency to help, depending on time and resources available.
Develop a plan of how you are going to distribute your stories through Earned, Owned and Paid media channels. Storytelling boils down to understanding your audience, identifying your purpose and connecting with the people you want to reach.
For the hundreds of B2B marketers that attended BMA15, this slogan invariably implies how we must continually adapt and evolve to meet the ever-changing needs of a world guided by technology and innovation. Experiential marketing is becoming the norm and successful brands are learning how to deliver exceptional experiences to their customers.
The great thing about marketing is that it’s a constant cycle of creativity, exploration, testing, measuring and improvement. I like the cadence of this conference, with most sessions half an hour or 45 minutes long—enough time to delve into a topic without getting slow.


Forrester analyst and VP Laura Ramos talked about using big data and particularly predictive analytics to gain a forward-looking view of marketing. Ryan Holiday blew our minds talking about growth hacking, born in Silicon Valley and still going strong. Patrick O’Hara of gyro and Christiaan Rizy of Fortune Knowledge Group spoke of the importance of marketers being more human.
Have you seen those supergraphic charts that show the super-crowded Marketing Technology Landscape?
In addition to staffing the press room and managing press for the conference, our team soaked up a plethora of valuable ideas, insights and takeaways that we can apply to our b2b marketing programs and careers. Online is where your audience is and where they are consuming branded and non-branded content.
In revenue-driven marketing, you create offers to better align with the needs of your customer.
Companies like CDW are using tools like Social Chorus to amplify their message through employees. You can also follow us on Twitter for live coverage and see photos from the event on Facebook. Chapter Leaders are those who serve in leadership positions at the 20+ local chapters that make up the BMA. The merger with the Association of National Advertisers (ANA) could potentially be a good thing in terms of promoting the profession of B2B Marketing, but the beauty of BMA is that we are not too corporate. Fifty-two percent of attendees are defined as “corporate marketers” – that is a great balance. Lots of member growth potential for chapters at this conference – 44 percent of BMA15 attendees are non-members of the organization! Love the international feel that keeps growing every year – there are representatives of 12 nations here this week.
The local and national community of friends that he has met over the years have been rewarding both professionally and personally. Jim Carey, adjunct professor at Northwestern University Medill IMC, is one marketer with such an attempt. Most interviewees agreed that their company’s use of data was not optimal, not by a long shot. People tend to fall in love with a particular solution and don’t explore other ways to solve a problem.
Organizations of all sizes struggle with silos; departments or divisions working in a vacuum with little overlap and integration. As technology gives us access to more insights and behaviors than ever before, without the right approach and end goal clearly defined, it will still remain big data.
As it turns out, that early business experience can help you succeed in your career as a communications professional.
Ron and Matt discussed how in order to earn—and keep—a seat at the table and maximize your full value, communicators need to be able to speak the language and understand business goals, issues and trends. Author Michael Lewis provides readers with an understanding of complicated business concepts in entertaining ways. It was a terrific event and celebration of the best and brightest in Chicago B2B marketing.
Tell Your Story worked to utilize the Brand Ambassadors as a team of social media champions whose exponential reach spread the word throughout the organization and externally to customers and influencers.
We also won a Content Marketing award from the national Business Marketing Association B2 Awards in May. The seminars are great because you walk away with takeaways that are not only useful, but actionable.
Why would you want to encourage someone to leave your website and head to social media where there are an abundance of distractions (read: cat memes)? Not only is this the one page about you and your employees that you have complete control over, but it’s necessary so social media sites do not outrank your own website. Consider how much time you, your sales team, or customer service reps spend responding to email, likely addressing the same questions time and time again. As we know it’s a continuous learning process, but one that makes the industry all the more exciting.
I admire those who were able to get up and run at 5:30 each morning after the evening events of the conference. Standing desks, daily exercise, eating well, and even just taking ten minutes to walk around during the day. A holistic understanding of customers and the accelerated evolution of choices are changing the business landscape.
The event will challenge your thinking, expand your knowledge and strengthen your business. Join the Emerald Marketing Association for our April lunch and learn, and hear from Emily Bruhn, District Manager of Starbucks Coffee Company as she shares the secret to success that keeps customers coming back. This document answers the question: “What is your brand purpose—the difference you make in the world?” It should also include a description of your values, voice, and support for your purpose. George gave several examples of each type of media: you “earn” a story in the New York Times, you pay for retargeting ads, and you own media like your website and blog. You need to consistently create and curate valuable content that resonates with your audience.
Everyone’s goals are different so figure out what is important to your organization and stakeholders.
B2B’s potential is overwhelming, yet promising, as we continue to strive for improvement in all areas. This has never been more true as millenials are becoming more relevant as consumers, business decision makers and employees.
Ingredion is another example of how a global enterprise can effectively rebrand to create marketing value and consistency. There were many remarkable speakers today; heavy hitters from companies like Forrester Research, Pinterest, Dow and Daimler Trucks. A brilliant, just brilliant, tour of the customer’s often twisted decision journey as he jumps from site to site while encountering various distractions. Spend next to nothing, build only stuff that people want, focus on acquisition, not awareness, and test, test, test. B2C marketing from two senior marketers who both left Procter & Gable and now work for Abbott Diagnostics and Cintas.


We heard from Scott Brinker, the guy behind those supergraphics, about navigating the world of technology tools. In profit driven marketing, you create offers to leverage existing capabilities into competitive advantages. Organizations tend to utilize transactional data, whereas their focus should be on behavioral data, which is proven to be more useful. Carey shared the infamous “Space Pen” anecdote: NASA spent millions of dollars developing a pen that would work in space, while the Russians addressed the problem by simply using a pencil.
The larger issue at hand is one of change management and internal operations not working together to ask the right questions when mining their data. Invest a little bit of money on platforms like Dough, TastyTrade and Mint to get involved first hand. Watch shows like ABC’s Shark Tank and CNBC’s The Profit and the “We The Economy” film series. As someone who spends a majority of the workday creating content, I know it’s equally as important to understand how to optimize, distribute and measure it effectively.
Better yet, include forms and social icons on the About Page and subsequent employee landing pages. Or you can head to your Google Analytics Queries to see phrases your website already ranks for and make sure you’re addressing these topics in your content. I also got to learn that Manchester United takes the grass off the field each year for a fresh start for the next season. I love running over to McDonald’s in the afternoon for a hot fudge sundae – her preference is the caramel sundae. I’m hoping we can swap a few recipes and I can learn more a bit more on her thoughts on marketing.
I suggest circulating proposed meeting minutes prior to your next meeting so council members may review them in advance. How can the organization get individuals and their collective heads to move as a decision wave to implement with consistent understanding of customers and markets? One of only four recipients of the lifetime achievement award in marketing his accomplishments have had decades of lasting impact on Eli Lilly. Hear from Emily how Starbucks builds a workforce that really loves the products and services it’s selling. This step is crucial as it ensures your stakeholders feel like they are part of the process. George shared the example purpose of “We drive positive behaviors with rewards that people want and need,” for a client who sells 150 brands of gift cards for large-scale incentive, rewards and recognition programs. It’s crucial for B2B marketers to not only know how to reach this powerful audience, but also work alongside them.
He talked about some of the characteristics of great content marketers, and gave examples of companies that do it right.
They point out that both B2B and B2C marketers have to differentiate themselves to avoid price pressure and commoditization. I’ve made new contacts from the east coast, west coast, and points between, with props to the journalist who traveled all the way from Bogota, Columbia to cover the conference.
While elements of this story are false, it accurately conveys the idea that sometimes the answer lies in the simple solution, which is often overlooked. This is easier said than done from a tactical standpoint, but technology has enabled us to work smarter and more collaboratively, the key is implementation. Bill Achman also has a 45-minute video called “If you are so smart, why aren’t you rich?”, which explains “everything you need to know about finance and investing in less than an hour.” Achman even uses the lemonade stand as an example business throughout the video. Tip: Place icons in the footer or consider only placing them on the Thank You page after users complete a specific call-to-action. Tip: Check your visitor flow in Google Analytics to determine where these dead end points are.
Tip: BCC yourself on responses to questions and you’ll probably find that a handful of these emails have generated your next blog post! She’ll connect the dots to show how happy and motivated employees create happy and loyal customers.
During this step, you should meet with your internal stakeholders for one-on-one meetings and brainstorm sessions.
Include both current and former customers and get a direction of what they think of you (the good, the bad, and yes, the ugly). Testable, trackable and scalable—if you want to be a growth hacker, concentrate on these three things. This is where our Tell Your Story team loves to build and strengthen relationships with clients, prospects, vendors, co-workers and friends.
Andy goes as far to say that advertisements are actually a distraction in today’s content marketing environment. As a member of corporate America, she realized that she needed a change in her lifestyle and had to kick the sundae habit. The TDC asked Commissioner Dailey to convey its specific concerns about the way the BCC has directed spending of the 4th cent as well as its expenditures of TDC reserves.A  Concerns about the BCC spending funds for COCA, $300,000A for Goodwood and depleting reserves was mentioned on by multiple members of the Council. This allows you to get the information you need to develop your story, while bringing everyone in to be part of the process. Technology has become table stakes for marketers, which leaves the role of the chief marketing technologist TBD.
It’s where we recharge our creative batteries and think about new ways of doing things and different approaches. She started eating well, packing her food for trips, preparing food for the week, and working out regularly. A Three additional agenda items were requested: (1) Mickey Brady wanted to discuss the proposed 5th cent.
The story should be unique and tied to an organization’s purpose, the difference they make in the world, says George.
He emphasized to fellow BCCa€™s the need to evaluate a€?alla€? spending on a regular basis.A  As shown by comments of the Council, it has very specific concerns about the 4th cent, COCA and Goodwood type expenditures that do not regenerate bed taxes.



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