Michael Gilday’s Post

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I help B2B Tech brands make magic by creating content that really resonates.

I find it amazing how often B2B Marketers ignore storytelling principles in favor of jamming as many proof points as possible into a video. As if this video is their singular opportunity to influence a prospect and they must get out as many pieces of information as possible with no thread or sequence. It seems like many are allergic to creating the kinds of content they voraciously consume all day long...as they procrastinate on writing their next completely unrelatable script. Maybe your first audience should be you? Would you watch this if you had no connection to it? There is a fallacy that B2B purchases are not emotional. Like buying a pair of Nike's will have a greater impact on your life & wellbeing than a massive decision committing your team, your colleagues and your customers to a large and expensive multiyear enterprise software solution... If you pick the wrong sneakers, literally no one cares. Not even you probably. Nothing changes. Oh well. If you pick the wrong software solution you can pile long term burdens onto everyone around you while jeopardizing your very job and livelihood. Which one seems more consequential? So yeah, there might be some emotion wrapped up in your decision. Add in the multi-level decision making and emotion becomes even stronger. How many times do humans get together and become less susceptible to emotion and passion? Not often. Ask Congress. So, in light of that, the next time you go to create a cornerstone piece of content, please keep in mind that the people you are trying to move are actually people. They feel things. They are savvy. They are smart. They deserve marketing that respects their intelligence and humanity while also respecting their time.

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Michael Gilday

I help B2B Tech brands make magic by creating content that really resonates.

1mo

So I clicked on one of the AI suggestions under my post out of curiosity… Apparently, there’s a much more eloquent data driven study on this very same topic that hits these points far better than I can. All you doubters, check out principle 4 & 5 in this LinkedIn B2B Institute report: https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-b2b-institute/pdf/LIN_B2B-Marketing-Report-Digital-v02.pdf

Adam Field

Global Head of Product Management at Tungsten Automation (formerly Kofax)

4w

Preach! 🙌🏻

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