#67: Leaning into the moment, content for immovable prospects, a fix for workplace BS, and selling chickens
Happy Saturday, friends!
Mission Accomplished!
In this week's edition of The World's Best Newsletter:
1. The debut of rabble rousing
2. Facebook live from Chicago
3. Content for immovable prospects
4. Freelancers - lean into the moment
5. How would a male author describe you?
6. Entrepreneurship is one solution to non-inclusive co's
7. Quote of the week - selling chickens
1. The debut of rabble rousing
When I think purposefully about marketing (and the rest of the world,) I often ask what makes the most transformative voices effective. In an ongoing effort to understand that question, this week I got to debut one of my favorite words on stage:
Rabble-rouser.
It's got this classic gist ... but is remarkably modern. Timeless, even. And once you unpack all the ingredients of rabble-rousers, like their ability to tap into emotion, lead through thought, galvanize others to change... there's a lot we can learn (especially in a time of both mistrust and turmoil.)
This past week, I had the opportunity to share my ingredients of a rabble-rousing, ascending B2B brand during a session at the Oracle Modern Customer Experience 2018 (see Sojourn Solutions' tweet recap for a sneak peak).
More to come on this.
Does this word strike a chord with you? What do you think of when you hear "rabble rouser?" Are you a rabble rouser in life or in business? Reply here - tell me everything.
2. Facebook live from Chicago
Watch me and the amazing Carla Johnson interviewed live from Oracle MCX by the SmarterCX team. In the video, we talk about women in tech, telling the truth, the importance of employee experience, and more as I simultaneously figure out how to look natural on a talk show stage in the middle of an exhibit hall.
(Definitely need more practice before I'm ready for Ellen. Good thing Carla is a total pro.)
BIG thank you to Marti Konstant for this write-up of our top takeaways.
3. Content for immovable prospects
Doug Kessler is back at it again (damn Daniel) with another must-read piece on the role of content in the B2B purchase process. He asks "can we promote products again?" in response to our industry's hard-and-fast mantra of "don't sell, educate." (Middle ground, people.)
I recommend the CTA at the end linking to this Slideshare from 2014: "Irresistible Content for Immovable Prospects."
The only thing that forces people to change their own world is a real, undeniable, significant, and relevant change in the world.
Read on - GREAT stuff, Doug and co.
4. Freelancers - lean into the moment
Arestia Rosenberg is a cyclone of a human being.
In the best way.
A free spirit, grounded firmly in reality, with enough talent and presence to change the world. I follow in her very large footsteps as co-ED of Boston Content (a group she co-founded) and am continually learning from this force of nature.
One element of her power is her ability to deliver solid advice to freelancers and others seeking a more agile career path (related: Marti Konstant's project).
Her latest article hits the nail on the head - freelancing is about flexibility and freedom. And to survive it, you've go to lean into it. Read on for more.
5. How would a male author describe you?
This is one of my favorite things on the internet right now.
Inspired by this Twitter thread, and the way male authors* infuriatingly describe women characters as "either a brainless sex object or a valueless nonentity," someone made a handy dandy "male novelist description generator:"
KATIE: She had a rump like a creamy pillow, and I wanted to marry her.
Ha!
* I know, I know, "not all men."
6. Entrepreneurship is one solution to non-inclusive co's
One of the points I made in the Oracle Smarter CX video in #1 is that marketers who think like entrepreneurs are better equipped for their roles in an age of rapid change.
Ann Handley shared with me this article from the founders of Alice (AI platform for entrepreneurs) that demonstrates the power of this shift in thinking -- in this case, the power of entrepreneurship for women who feel stuck in non-inclusive work environments.
Thousands of entrepreneurs have left outdated, exclusive work environments to build a new model of inclusivity. Instead of working their way to the top, they are starting at the top and hiring teams that look, and think, like the diverse world that we live in.
It reminds me of advice I heard at one of those women's breakfast events a few years ago. I think Sheryl Sandberg was speaking. She said "If the company you're in doesn't support women, quit, start your own, and put them out of business."
Totally reckless and a bit absurd but the sentiment is awesome -- and reflected here. Read on.
7. Quote of the week
“Either you are selling chicken, or helping someone sell chicken.”
Quoting a mantra of Chik-Fil-A, where corporate executives spend one week a year working in the restaurants. It's a reminder of employee purpose -- clear, simple, direct.
In a similar vein, when it's busy during the holiday delivery rush at UPS, "ready teams" including accountants deliver packages. Now, that's dedication to the customer experience.
Read more in this roundup on Consultant's Mind.
Side note: Chik-Fil-A has a terrible history of donating to anti-LGBT efforts. Dan Cathy, president of the fast food chain recognizes their monetary contributions to organizations that support “the biblical definition of the family unit,” he said, "that doesn’t include Adam and Steve."
Sigh. My wife and I will keep that in mind as we grow our loving, supportive family.
--
Marketing events you should know about and come to because I'LL BE THERE:
I have a couple of passes to day one of Marketo's Marketing Nation Summit this year. Want one? Hit me up. April 29th - May 2nd in San Francisco. It's gonna be good.
Join me May 2-4 in Boston for the 4th annual Content Marketing Conference. I'm sharing the Master of Ceremony duties with the illustrious Jon Burkhart. See you there?
I'll discuss the intersection of social + video at Brightcove's PLAY event, May 20th - 22nd in Boston. Save $50 with code "BOSTONCONTENT."
Let's talk femvertising at the Chief Marketer event, Marketing to Women in the #MeToo Era, June 19th in NYC. Save the date, I'll send a link to register when it's live.
I'm pumped to participate in the #B2B Marketing and Sales Feud at #FlipMyFunnel 2018. Come cheer me on! Details and promo code in this blog.
Have a great weekend, and thanks - as always - for reading The World's Best Newsletter.
Best,
Katie
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