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Storytelling Summit
for Marketers

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11 sessions to help you harness the power of story.

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Digital advertising has been around for 25 years. (The first banner ad went up on hotwired.com in 1994!) But storytelling has been around much, much longer—since we first began to communicate with one another.

From cave drawings and spoken stories to written novels and Technicolor films, storytelling has evolved along with us.

Banner ads have their place. But marketers today need to do more. We need to capture people's imagination with compelling stories, weave narratives that reflect their experience, prove that we don't merely empathize with them: we truly understand them.

That's why the ability to tell engaging stories isn't just a "nice to have." Storytelling is essential to marketing success.

Join us for Storytelling Summit for Marketers, which includes 11 sessions that will build your storytelling skills so you can change your marketing from invisible to addictive!

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Storytelling Summit for Marketers sessions are 30–60 minutes long. All of the sessions are available now on-demand for viewing any time, on your computer or mobile device, through August 2020.

Sessions Include:

Storytelling: Using the Power of Story to Drive Action

Speaker:
Bobby Lehew—Chief Content Officer, commonsku

AVAILABLE ON-DEMAND: Through August 2020 | LOCATION: Online

Storytelling is the magic by which we move people: prospects, buyers, employees, and colleagues. Behind any successful sale, behind every successful business, there is a story.

Learn to tell this story effectively and you'll learn how to enchant your audience and attract more of the right kinds of customers.

Here—live on the virtual Summit stage!—Bobby Lehew will share with you his insights so you can shift your marketing organization's mindset from features and benefits marketing to narrative storytelling.

We'll explore multiple methods for creating a compelling narrative, including the hero's journey, Kurt Vonnegut's story shapes, and the storytelling methods used by NPR's This American Life.

By the end of this session, you'll be able to:

  • Unpack an ordinary transaction and turn it into a compelling story
  • Translate boring case histories into stories worth remembering through the power of emotion
  • Use the power of perspective by shaping customer-centric stories that cut through the noise and allow customers to speak for themselves

The Best Storytellers Study Human Nature

Speaker:
Ron Ploof—Founder, StoryHow.com

AVAILABLE ON-DEMAND: Through August 2020 | LOCATION: Online

Storytelling is universally effective because it's rooted in common human experiences. Marketers can increase their communications effectiveness by understanding the way audiences interpret their unique life experiences.

Live on the virtual stage, corporate storytelling expert Ron Ploof will explain how storytellers use involuntary biological and neurological reactions to make their content interesting, memorable, and persuasive.

You'll learn the single-most important character trait for swaying an audience's opinion, how the startle response reveals a model for presenting information, and finally, the universal structure that all stories are built upon.

By the end of this session, you'll be able to:

  • Pique someone's interest and establish a bond with them
  • Quickly identify the three components required to craft any story
  • Use those components to evaluate anyone's behavior

Turn Marketing Data Into a DataStory™

Speaker:
Nancy Duarte—Principal, Duarte, Inc.

AVAILABLE ON-DEMAND: Through August 2020 | LOCATION: Online

Data is everywhere today. How could you have known even a decade ago that it would ooze into almost every marketing function? You now have added "crunching the numbers" to your resume when you thought you signed up to be a marketer. Yet, if you overlay a story lens on data, a lovely and powerful narrative arises out of it.

Live on the virtual Summit stage, presentation design expert Nancy Duarte will share story frameworks to help you suss out emotion already in your data and humanize it. She'll show you how to tell a story with data so you can push internal initiatives along and bond customers to your brand.

Based on research on thousands of data slides across multiple global brands, this keynote uncovers how the best brands frame, display, and amplify their data through DataStory.

By the end of this session, you'll be able to:

  • Find the narrative in data
  • Apply parts of speech to data
  • Tell the story of the humans within the data
  • Humanize data without people in it
  • Frame a recommendation or marketing insights into the form a story

Brand Storytelling: Secrets of the Superstars

Speaker:
Nick Westergaard—Host, On Brand Podcast | Chief Strategist, Brand Driven Digital

AVAILABLE ON-DEMAND: Through August 2020 | LOCATION: Online

Talking about "brand storytelling" is one thing: seeing it in action is another. Rather than offer a single perspective on brand storytelling, we asked several superstar brand storytellers—all from different industries and types of organizations—to talk about their approach.

In this session, Nick spotlights three brands that are storytelling superstars. As you view this series of illuminating interviews, you'll draw insights that will help you tap into the power of story at your organization.

By the end of this session, you'll be able to:

  • Apply brand storytelling that works for other companies to your organization
  • Emulate the way successful brand storytellers come up with story ideas
  • Tell your brand story more effectively

Video Testimonial Makeover: Tell a Story That Inspires Your Viewers to Act

Speaker:
Andrew Davis—Author, Brandscaping

AVAILABLE ON-DEMAND: Through August 2020 | LOCATION: Online

We don't need another tedious case study, feature and benefits overview, or another boring testimonial video. No, we don't. There are millions of those out there, and they don't work.

Here's the thing: you can take these cookie-cutter, boring videos and create something people want to watch. You have interviews with all the pertinent players. You have B-roll of their office building and some sexy shots of your product in action. Unfortunately, you're missing one thing: drama.

That's right. You need to raise the stakes.

In this fast-paced, 30-minute session, Andrew will makeover your video testimonials. He'll show you how to re-work your case studies into actual stories: stories that inspire your viewers to act. You'll learn how to use the Mystery Box Framework to earn your audience's attention. And, you'll discover how reality television producers write, shoot, and edit.

But most importantly, you'll learn the secrets to transforming video duds into dynamite.

By the end of this session, you'll be able to:

  • Structure a perfect case study or testimonial video
  • Use one of three templates to build emotion in your videos
  • Create stories people watch (no matter the length)

Storytelling on Social Media

Speaker:
Mack Collier—Digital Strategist, MackCollier.com, best-selling author, Think Like a Rock Star

AVAILABLE ON-DEMAND: Through August 2020 | LOCATION: Online

Brands are told to focus on storytelling as a way to connect with customers. But how does your brand know what stories are compelling to your customers?

In this session, you'll learn how to create compelling storytelling via social media by identifying themes and stories that are interesting to your customers, while also being relevant to your brand, so you can achieve measurable goals.

Mack will also break down case studies to help you recognize how successful brands create stories that connect with customers.

By the end of this session, you'll be able to:

  • Create stories that will resonate with your audience while also being true to your brand's values and positioning
  • Leverage storytelling as a tactic to acquire new customers and build awareness for your brand
  • Deconstruct examples from brands like Patagonia, Whole Foods, and Google to learn how they use social media to create stories that connect with customers

Storytelling on a Shoestring Budget

Speaker:
Valentina Escobar-Gonzalez—Founder, Beyond Engagement—Social Media Solutions

AVAILABLE ON-DEMAND: Through August 2020 | LOCATION: Online

Few marketers would say they have all the resources they need, but some organizations operate on a truly small budget. For nonprofits, small business, and others who need to find creative ways to market on a shoestring budget, storytelling is an especially valuable tool.

People respond to stories in a completely different way than they respond to traditional advertising or sales copy. Stories break through the noise and get to the heart of the matter (and the buyer).

In this session, Valentina will offer insights and tips for nonprofit and small-business marketers on how to use storytelling, even with a limited budget. You'll learn about a consistent creativity framework and a checklist of ideas for content and visuals.

By the end of this session, you'll be able to:

  • Create a system that ensures employees or volunteers tell you about story opportunities
  • Maximize your limited budget by creating stories people will want to share, amplifying your reach
  • Strategically select where and how to promote your stories for maximum impact

Using Marketing Automation to Tell the Right Stories to the Right People at the Right Time

Speaker:
Bruce Swann—Group Product Marketing Manager, Adobe

AVAILABLE ON-DEMAND: Through August 2020 | LOCATION: Online

Everyone instinctively responds to stories, but no one responds to the same story in quite the same way. Your audience is made up of individuals, all of them at a different stage of the customer journey, each with his or her own unique needs.

In this session, Bruce will explain how omni-channel marketing technology can help you to share the story each buyer most needs to hear based on behavior, buying stage, and other factors.

You'll learn how to: align the right content and message at the appropriate time, personalize experiences that drive engagement, gain operational efficiencies, and measure success.

By the end of this session, you'll be able to:

  • Plan the right nurture paths based on customer characteristics
  • Create the right stories to share at key points along each nurture path
  • Use technology to enable your audience to complete the appropriate call to action

The Storied Experience

Speaker:
Genon Murray—Creative Producer, Synthesis Storyworks | Course Director, Full Sail University

AVAILABLE ON-DEMAND: Through August 2020 | LOCATION: Online

The most effective way to inspire someone to feel, understand, or change, is to use story to create an experience for them that places them in that feeling, understanding, or change. When storytelling does that job, we call it "experiential."

In this session, Genon explores the ways in which we create and share experiences through story to reach specific marketing objectives. She will identify the ingredients of an "experiential" story, and examine different delivery methods of experiential storytelling.

She will also cover specific ways to match different experiential storytelling techniques with brand story examples and targeted delivery channels to meet marketing objectives like awareness, brand engagement, and conversion.

By the end of this session, you'll be able to:

  • Identify the experiential story of your particular brand
  • Use different storytelling techniques and tools to tell your brand story
  • Match your target market with an experiential brand story to meet your marketing objectives

The Three Most Common B2B Storytelling Mistakes and How to Avoid Them

Speaker:
John Wall—Producer, Marketing Over Coffee | Partner, Trust Insights

AVAILABLE ON-DEMAND: Through August 2020 | LOCATION: Online

Storytelling has proven itself to be the most effective way to transmit knowledge, but many marketers aren't willing to take the time to craft a great story, or they just don't know where to begin.

This session is for the bold B2B marketers among you. The ones that wish to rise above mediocrity and face the storytelling challenge head on.

In this session, John will talk about how most people get storytelling wrong, but how you can do it right. He'll help you steer clear of the traps that snare lesser mortals, and get your ready for your quest to tell an amazing story.

By the end of this session, you'll be able to:

  • Properly assign the role of the Hero in Tales of B2B
  • Avoid losing a deal because of humor that bombs (you'll know what works)
  • Present data that won't trigger math anxiety or bore your audience to death

Storytelling for Crowdfunding Campaigns on Kickstarter and Indiegogo

Speaker:
Clay Hebert—Founder, Take Back Perfect

AVAILABLE ON-DEMAND: Through August 2020 | LOCATION: Online

Why do some crowdfunding campaigns spread like wildfire, attract thousands of backers, and raise thousands (even millions!) of dollars... while others launch to crickets and struggle to hit their goal?

There are a lot of reasons, but one of the biggest is how well they tell their story.

In this session, Clay will show you how to use storytelling to drive support for your campaign on crowdfunding platforms like Kickstarter and Indiegogo.

You'll learn how people view crowdfunding campaigns, the most important places to tell your story, and the importance of a great campaign video.

By the end of this session, you'll be able to:

  • Choose an approach from the five very different types of crowdfunding and know which is right for you
  • Know all the different places to tell your crowdfunding story (hint: it's not just your campaign video)
  • Use the 10 key elements of great crowdfunding videos and a simple but powerful process to help you draft your crowdfunding video script
  • Available now: On-demand
  • Number of sessions: 11
  • Duration: 7-½ hours
  • Cost: $595 | PRO price: $475
  • Cost: $595
  • See our group discounts for 3+
Register now

PRO subscriber? Sign in to register at a discount.

OR
Register a team of 3+

Promotional discounts applied when registering.

Keynote Speakers

Bobby Lehew

Bobby is a passionate storyteller and creative writer who loves to feature real-world success from entrepreneurs who thrive at building distinct brands with unique voices. He is the chief content officer for commonsku, a cloud-based CRM, order management platform, and creative community that empowers entrepreneurs.

Ron Ploof

Ron is the founder of StoryHow.com. In 2005 he launched one of the world's first storytelling podcasts called, Griddlecakes Radio: Exploring the Lost Art of Audio Storytelling. He founded a social media consulting firm in 2008, wrote a book, Read This First: The Executive's Guide to Social Media in 2009, and was the manager of social media for Epson America from 2012 to 2015. But his first love has always been to communicate through storytelling.

Nancy Duarte

Nancy is a communication expert who has been featured in Fortune, Forbes, Fast Company, Wired, Wall Street Journal, New York Times, and more. Her firm, Duarte, Inc., is the global leader behind some of the most influential visual messages in business and culture. She's written five best-selling books, was ranked #67 on the list of top 250 Women in Leadership, ad ranked #1 on the World's Top 30 Communication Professionals for 2017.

Session Speakers

Mack Collier

Recognized by Forbes as one of the Top 25 Social Media Marketers in the World, Mack is a digital marketing strategist, trainer, and speaker. His clients include businesses of all sizes, from small businesses to Fortune 100 companies. He has written for the Wall Street Journal, Time Magazine, Entrepreneur Magazine, and more. His first business book, Think Like A Rock Star: How to Create Social Media and Marketing Strategies That Turn Customers Into Fans is an Amazon Best Seller.

Andrew Davis

Andrew is a bestselling author and internationally acclaimed keynote speaker. Before building and selling a thriving digital marketing agency, he produced for NBC's Today Show, worked for The Muppets, and wrote for Charles Kuralt. He's appeared in the New York Times, Forbes, the Wall Street Journal, and on NBC and the BBC. Davis has crafted documentary films and award-winning content for tiny start-ups and Fortune 500 brands.

Valentina Escobar-Gonzalez

Valentina founded Beyond Engagement, a social media solutions company, to assist small businesses and professionals grow their engagement with customers online. She has presented to the American Advertising Federation of Coastal Carolinas about the latest social media strategies on Facebook and on Instagram. She was recently awarded the Rising Star Award by the America's Small Business Development Center.

Clay Hebert

Clay is a keynote speaker, marketing strategist, coach, and storyteller. As one of the world's top crowdfunding experts, and the creator of Fund Your Dream, Clay has helped over 1000 projects raise over $100 million via crowdfunding. Forbes called him "one of the next generation of business and media influencers" and he was recently named one of Entrepreneur Magazine's 50 Most Daring Entrepreneurs.

Genon Murray

Genon is creative producer at Synthesis Storyworks and course director at Full Sail Univesity. She has over 25 years of experience as a writer/producer developing and delivering media, print, and online projects for private business, education, health and entertainment. Her client list includes Universal, Disney, Kennedy Space Center, Lockheed Martin, IBM, and Herschend Entertainment, among others.

Bruce Swann

Bruce has more than 17 years of experience working with digital marketing disciplines like omni-channel marketing, web analytics, social media, mobile marketing and email marketing, as well as marketing and CRM technologies. At Adobe, Bruce is a senior product marketing manager for Adobe Campaign, focused on marketing and product strategy for cross-channel campaign management.

John J. Wall

John speaks, writes, and practices at the intersection of marketing, sales, and technology. He is the producer of Marketing Over Coffee, a partner at Trust Insights, and an advisor at EventHero. He has held positions specializing in customer relationship management, marketing automation and sales support systems at both both venture funded and privately held businesses, working with clients such as Microsoft, Oracle, and Salesforce.com.

Nick Westergaard

Nick is chief strategist at Brand Driven Digital, where he helps build better brands at organizations of all sizes—from small businesses and Fortune 500 companies to President Obama's Jobs Council. He's also the author of Brand Now: How to Stand Out in a Crowded, Distracted World and Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. An in-demand speaker at conferences throughout the world, he also hosts the popular On Brand podcast.

  • Available now: On-demand
  • Number of sessions: 11
  • Duration: 7-½ hours
  • Cost: $595 | PRO price: $475
  • Cost: $595
  • See our group discounts for 3+
Register now

PRO subscriber? Sign in to register at a discount.

OR
Register a team of 3+

Promotional discounts applied when registering.

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