MARKET VIEW 09
Paul Taylor
SENIOR VICE PRESIDENT, MARKETING
At the end of the day, we’re working with actual human beings, not big faceless corporations, so we need to be able to tap into the human psyche and storytelling is essential for that.
When it comes to B2B customer acquisition, how important is storytelling?
The ability to tell a story, whether you work within sales marketing or anywhere else in an organisation, is absolutely key. The integration of that storyline is really important for companies, otherwise you end up with different voices being spoken all over the place. Humans remember stories, and if stories connect with you on some level, they're going to be memorable. So, the task of both marketers and salespeople is to join together and to try to make those memorable stories. It all comes down to personalisation, making sure that people can identify themselves within that story and the proposition you're trying to build towards. In that regard, I believe that there's probably a lot more crossover between B2C and B2B than people realise. At the end of the day, we’re working with actual human beings, not big faceless corporations, so we need to be able to tap into the human psyche and storytelling is essential for that.
For me, it's really important to be where your audience is, to tap into the key channels that they frequent rather than trying to set up new channels or drag people in.
PAUL TAYLOR
Senior Vice President, Marketing
BLUE PRISM
In your opinion, what are the key components for building engagement with your target market?
When it comes to engagement, we need to realise that we first need to win the right to engage, and we can only do that through offering something to somebody that they find interesting and that they want to engage with. For me, it's really important to be where your audience is, to tap into the key channels that they frequent rather than trying to set up new channels or drag people in. You also have to be really clear with what you offer and how you differentiate. And finally, when you're coming across people in these watering holes, you need to make sure you have a message or a position that resonates.
