Keeping it real in telling your marketing story

Just like in the realm of B2C, effective storytelling is fundamental to marketing in B2B. The key differentiator for brands is to make the stories not about how amazing they are but about the amazing results the businesses that use their solutions are able to achieve. That’s the key to a subtle shift in messaging at Dell Technologies. 

As we saw in "B2B Marketing: Who’s Your Hero?" this is exactly what brands should be doing in drawing on the stories of heroic journeys, in which a magical object can be brought back into the hero’s world to solve what appeared to be an insurmountable labor. Accordingly,  Dell Technologies is now showcasing its “Let’s Make it Real" effort, in the context of the real world where heroic businesses are applying the magic of its technology. 

Dell Technologies launched the “Let’s Make it Real” brand campaign on March 27. While the tagline dates back three years, the brand decided to take a new direction, in shifting away from the stage setting that puts the spotlight on digital transformation as magic to real-world scenarios in which digital transformation can have a magical effect. 

The following video represents the brand message Dell Technologies used in the commercial that aired last year.

Actor Jeffrey Wright presents the special effects, in a theater, that go with the defining message: “‘Magic can’t make digital transformation happen. But we can. Let’s make it real.’”  

Read more in: 

B2B Storytelling That Keeps it Real

Related post: https://writewaypro.blogspot.com/2019/03/casting-hero-of-your-story.html

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 AI can enable marketers to deliver on those expectations because it can anticipate not just what customers would want to hear about but when and how they’d want to receive that communication. “With AI, such personalization can now be achieved with previously unimaginable precision and at vast scale,” insists H. James Wilson and Paul R. Daugherty. The company that does that for music is Pandora. Delivering personalized music selections involves “billions of data points that are tracked across dozens of systems, including media servers, device clients, and ad servers.” To keep all that running smoothly, it needs to detect and address anomalies as they occur. It’s a tall order that is answered with an ML system with the capability to do just that in near real-time, something Pandora will also draw on in assuring its ads are performing as expected.

Read more in my eBook: 2019: the year AutoML takes off