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Welcome to the 23rd (holy cats! 23!!) episode of the Marketing Nation Podcast, presented by Marketo and hosted by Marketo’s Digital Marketing Evangelist, DJ Waldow.
Kirby Wadsworth, one of the top 100 CMOs on Twitter, CMO of Limelight Networks, marketing professor at Babson, and co-author of Recommend This! joins the Marketing Nation this week to discuss the difference between storytelling and broadcasting and what research has shown about the success of digital marketing.
Kirby was an early adopter of marketing automation and has been using Marketo’s software for many years. He was also a speaker at last week’s Marketo Marketing Nation Summit in San Francisco!
In the beginning, he and his team always assumed that talking about their company is the key to marketing success. However, the marketing automation data he gathered showed this was not true. It was the personal stories that caused people to read, click, and engage in his company’s information.
The biggest question, of course, is how to craft stories around business-related topics, especially if your business products or services are historically viewed as “boring.”
According to Kirby, the key to every great story is using people to develop brand connections. He’s not just talking about case studies, but actual stories – novellas even - about people’s lives and experiences.
While conducting some additional research for his latest book, Recommend This!, Kirby found that human faces in particular can help more than anything when developing trust and valuable connections.
This is why incorporating video into your marketing strategy is so important. And using people’s faces in the majority of your video content will make it even more likely to convert your potential audience into more than a single sale. It will help you develop an ongoing relationship with your consumers.
Kirby gives a shout out to his new book, Recommend This!, which was released in February. Congratulations, Kirby! Learn more about his research and buy the book.
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Mr. Charles Kirby Wadsworth has been the Chief Marketing Officer of Limelight Networks, Inc. since June 2012. Mr. Wadsworth has been Senior Vice President of Marketing and Business Development at Acopia Networks Inc. since July 27, 2006. He is a skilled professional with over 25 years experience developing and implementing breakthrough strategies for emerging and established companies. Mr. Wadsworth serves as an Adjunct Professor of Marketing at Babson College's F.W. Olin Graduate School of Business and the Sawyer School of Business at Suffolk University.