How to Use Storytelling to Drive Unprecedented Market Demand

This episode features an interview with Kyle Christensen, VP of Marketing at Zuora. For nearly 20 years, Kyle has been shaping the marketing strategy for some of the fastest growing enterprise software companies, including Salesforce, Zuora, Invoca, Responsys, IBM, and 6sense.

In this episode, Kyle shares his demand gen master plan that centers on building a marketing strategy that permeates the entire company. Kyle explains why the best brand storytelling attaches you to a narrative of overarching change much larger than the company itself — and how that’s used to feed the demand gen engine.

Tune in to the episode (above) to hear Kyle reveal his demand gen strategies, including:

In this episode of the Demand Gen Visionaries podcast, we're joined by Kyle Christensen, VP Marketing at Zuora

Want to skip ahead to the highlights? Check out these can’t-miss moments:

Episode Highlights

(1:59) Launching a Career with Storytelling

(4:40) Building an Account-Focused Demand Strategy

(7:49) Avoiding the Complexities of Persona-Based Demand Gen Motions

(11:40) Using Storytelling to Capture Market Demand

(15:51) Kyle’s Three Uncuttable Demand Gen Budget Items

(22:30) Why Content Syndication is Losing its Effectiveness

(32:49) “It’s Not Just a Marketing Strategy, It’s a Company Strategy”

(33:45) Zuora’s Two-Pronged Website Strategy

(37:32) Quick Hits: Getting to Know Kyle

(40:17) The Essential Elements of a Good Brand Story

Episode Quotes

“In order to do really great demand, you need to start with a compelling underlying story. Without that, no amount of landing page optimization or keyword spending strategy is going to work. The content and the message are really what drives things.”
“The way we think about it, this isn't just a marketing strategy, it's a company strategy. And it’s a completely virtuous cycle. The reason to go with us is because we have better data, better insights, and a better product, and we will guide you all the way through to implementation. Then we get access to better data, we find better ways to make our customers successful, and it feeds back into the top of the funnel. We translate that into learnings, content, and assets, and the cycle repeats itself and grows over time.”
“I think the essence of a good pitch is…what is the overarching change that's occurring in the market–in the world that you're operating–that gives your company a reasoning for being. The inevitable change that is happening whether or not you exist as a company. I think the best storytelling companies and the best pitch companies start there.”
“Don't evangelize why you have a really fantastic web-based contact management application (i.e. Salesforce), evangelize that there's a massive sea change somewhere in the world…If you really want disproportionate attention from the market and to attract the right talent, the most eyeballs, the most interest from the media and the press, you need to attach yourself to a larger narrative.”
“You can't do superficial content, because it’s not interesting. There's so much competition out there now for mindshare and time that you have to invest. You’ve got to have the right people, the right data, and the other right narrative that you want to attach yourself to. It's not enough to put out listicles and things like that to drive conversation.”

Ready to hear from more Demand Gen Visionaries? You can subscribe and find all episodes here.

Posted on
November 17, 2020
Megan Guy

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