Carla Johnson — B2B Storytelling Done the Right Way
Marketing Unplugged
English - April 22, 2021 23:19 - 58 minutes - 54 MB - ★★★★★ - 3 ratingsMarketing Business Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Carla is a world-renowned storyteller, an entertaining speaker, and a prolific author. Her work with Fortune 500 brands serves as the foundation for many of her books. Her tenth and most recent book, RE: Think Innovation, busts the myth that innovation is something that requires a specific degree or special training. Consistently named one of the top influencers in her field, Carla regularly challenges conventional thinking. In this week’s episode, Carla dives right into what B2B marketing is lacking when it comes to storytelling, and how to fix it.
Key Takeaways:
[2:15] What’s a typical workday like for Carla?
[310] Carla shares the 90/90/1 productivity philosophy.
[7:15] How did Carla get her start in marketing?
[10:10] There’s a lack of understanding when it comes to storytelling and its role in B2B marketing.
[17:20] People are hardwired for stories.
[19:35] Start with facts and figures? It releases stress in the body. Start with a story? It releases dopamine.
[20:25] You can’t prove yourself into a purchase with a customer.
[22:15] How has Carla’s background in engineering and history helped her become a better writer?
[27:35] When does it make sense to outsource the CMO role?
[31:15] Let’s talk about innovation. Carla shares what she’s seen over the years.
[34::55] What are some of the best ways marketing leaders can drive a culture of innovation?
[39:15] Saying you’re innovative is one thing. Actually doing it is quite another.
[42:15] Innovation is everybody’s business. 90% of innovation happens outside of product yet 75% of the budget goes to product innovation.
[44:50] Carla shares how the CDC leveraged innovation to better educate the public.
[48:35] Carla relocated her family across the globe. Why is travel important? What was that relocation experience like?
[53:35] Volunteering is a big part of Carla’s life. Everyone should take a moment to give back, even if it’s small.
[55:40] What’s one piece of advice Carla would like to give her younger self?
Mentioned in This Episode: