Despite frequent public commitments to diversity, the tech industry isn’t kind to those over age 35.
There have been attempts to justify the stark gender disparity in tech. But none of them are valid.
How can sellers use cold email to engage rather than irritate?
Facts and statistics make for a boring presentation. If you want to earn thunderous applause with your next conference talk, make sure your speech actually says something. Spellbind with a story.
In this episode, Cascade Insights CEO Sean Campbell interviews renowned speaker Troy Hazard on giving a conference talk. Hazard is a seasoned keynote speaker, entrepreneur, author, TV presenter, and business consultant with more than 25 years of experience.
Hazard points out that an emotional arc means more to the audience than a random list of data points. “People relate to stories. That’s why we like the movies. We like to see the hero win and the villain get crushed, and all that sort of stuff. It’s the same on stage,” he said. “They’re going to immerse themselves in the journey, and there’s a far better learning opportunity when you do it that way.” Give your audience a reason to care about your data by putting it in context and explaining why it matters.
Campbell pointed out that some individuals are natural storytellers, others are not. What if a non-storyteller finds themselves giving a presentation? Can they learn to build a compelling narrative?
Short answer: yes. Anyone can turn experience into a story. What happened? What did you learn from it? How did you change afterward? How did that affect outcomes? Hazard encouraged potential speakers to answer the question: “What was the action you took after you experienced the events in this story?” That’s what audiences want to know and learn from.
Another key tip: don’t spend 5 of your 60 minutes walking through your bio. Instead, take the opportunity to grab your audience’s attention as quickly as possible. “I learned a lesson from a fellow speaker years ago that the best way to start that presentation is to walk out and start it. I’ll walk out onto the stage and say, ‘Let me take you back to 1996. I’m getting off a plane from Tokyo, and I get a call from the office, and the first thing is that they tell me is we just lost $375,000.'” In other words, get right to the point and start the story off right away.
To give a speech worth listening to, you gotta tell a good story. Turn your presentation into a hero’s journey of lessons learned from experience.
More Ways To Dazzle Your Audience
Want to spruce up your presentation skills? Listen to the full episode for more speaking tips and see our collection of business communication best practices.
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How should marketers balance the need to be visible with the need to be relevant and useful?
The best marketers love data and the creative process in equal measure.
On this episode of B2B Revealed, “Analytical Marketer: How to Transform Your Marketing Organization” author Adele Sweetwood is our guest.
Sweetwood is the senior vice president of global marketing & shared services at SAS.
Cascade Insights CEO Sean Campbell and Sweetwood explore why an analytical mindset is necessary for a properly targeted marketing success strategy.
Master The Art of Analytical Marketing. Listen To Learn:
- How to use data to shape your company’s marketing strategy.
- Why having a Ph.D. isn’t necessary for becoming a data scientist.
- How SAS transformed their marketing strategy.
- Tips for navigating the challenges of large collaborative projects.
- The dangers of over-communicating to customers.
- Why being customer-oriented is even more strategic than being goal-oriented.
- How to enforce team collaboration & dependency.
- The importance of using metrics to gauge channel performance.
- Why “orchestrators” and “analytical marketers” make great company leaders.
- What to do when it’s hard to get the data.
- How to apply analytical marketing techniques to a small business.
Notable Quotes From Adele Sweetwood:
“The days of marketing as simply an artistic endeavor are gone. That’s not to say that creative skills are not in demand, it’s just that [creative skill] alone [is] insufficient.”
“We’re killing our customers with messages.”
“Once you start the engine moving, you don’t want the pieces missing.”
“The sales relationship needs constant care and feeding.”- Sweetwood on communication between marketing and sales.
“Investment in technology and … [capturing] data and analytics in your company is better than an ad you might buy or an event you might go to.” – Sweetwood on marketing for small businesses.
Mentioned In This Episode:
Market Research Insights For Marketers:
- Don’t confuse popularity with profitability. Make sure your method of evaluating marketing success measures the right thing. Learn more.
- Is your marketing resonating with your customers? Is it even reaching them? Check out how we market researched ourselves to answer these questions.
- Is your marketing strategy based on outdated assumptions? Find out.
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This year our podcast went through a major change. The B2B Market Research Podcast became B2B Revealed. Our focus broadened to a myriad of issues that impact our clients in the B2B technology sector. The result? More interviews, more thought leaders, more insight, and an even better B2B Podcast.
It was a good year for B2B content. As we reflect on 2017, we bring you a countdown of our most read articles of the year.
The B2B tech world has a lot at stake with net neutrality.
Many businesses “live” on the internet today in ways they never did before. They market through the internet, they sell through the internet, and many of their internal business processes (payroll, HR, AR/AP) rely on the internet.
Should net neutrality be repealed, businesses may be forced to pay more for the same services they access today. Businesses might also find there is less choice among SaaS apps or cloud services to purchase. Further, in order to cope with new costs, businesses may have to radically alter their pricing structures and budgets.
On this episode of B2B Revealed, two B2B CEOs discuss what the potential repeal of net neutrality would mean for business. Contextly CEO Ryan Singel brings his perspective as a media and strategy fellow at Stanford Law School’s Center for Internet and Society to the issue. Cascade Insights CEO Sean Campbell interviews him on the implications of a net neutrality rollback for ISPs, tech companies, and startups.
Will A Net Neutrality Repeal Impact Your Business? Listen To Learn:
- What net neutrality is.
- How the current model protects consumers and innovators.
- Why ISPs want a repeal.
- The business implications of a potential net neutrality repeal.
- What would happen to websites and web services if a repeal happens.
- The difference between Title I and Title II and how it affects this debate.
- Why the lack of ISP competition makes this more than just a “free market” issue.
- How a repeal would make it more difficult for startups to get off the ground.
- Why a repeal of net neutrality would cement current tech giants at the top of the food chain.
Notable Quotes From Ryan Singel:
“The immediate effect is going to be on businesses and is going to hit them in the bottom line in ways that they aren’t going to understand.” – Singel on how a net neutrality repeal would impact businesses.
“This is a really bad plan for innovation.” -Singel explaining that a net neutrality repeal could remove the conditions that have allowed innovative startups to flourish in the past.
“Startups, especially in the B2B world, rely on a lot of other startups to run their business.”
“It looks like Mafia tactics.” – Singel discussing broadband companies’ current dealings with companies that rely on their internet services.
“Why repeal without replace? It doesn’t make any sense.”
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Large companies lose touch with their customers all the time.
B2B Market Research
- — Competitive Landscape Analysis
- — Product / Service Launches
- — Market Opportunity Research
- — Channel / Market Research
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- — Message Testing Research
- — Customer Journey Mapping
- — Market Segmentation Research
- — Key Buying Criteria Research
- — Win / Loss Analysis
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