Infusing storytelling into marketing — Adriana Gil Miner // Iterable

Adriana Gil Miner, Iterable CMO, discusses storytelling’s impact on marketing and technology. Often, marketers try to keep the art and science aspects of marketing separate. However, marketers who only acknowledge one or the other are missing out on the potential of organically valuable campaigns. Today, Adriana talks about infusing storytelling into your marketing.
About the speaker

Adriana Gil Miner

Iterable

 - Iterable

Adriana is CMO at Iterable

Show Notes

  • 02:56
    Infusing storytelling into marketing
    Storytelling is a way for brands to differentiate themselves from competitors. It connects the numbers to your audience and their behavior.
  • 06:58
    Lowering acquisition costs via story
    Integrating organic channels into the marketing function reduces the cost of demand gen acquisition. Campaigns designed to be organically valuable will outperform paid ads.
  • 10:45
    Leveraging technology to optimize the customer journey
    The technology should allow marketers to map out and interact around the entire customer journey. Unified platforms are useful for engaging customers no matter the stage theyre in.

Quotes

  • "When you find a story behind the numbers, and connect the two, then all of your number-driven rationale makes a lot more sense." -Adriana Gil Miner, CMO, Iterable

  • "Every piece of technology has the same values, the same numbers behind it. But, the story you tell around that is where the differentiation happens." -Adriana Gil Miner, CMO, Iterable

  • "The methods we use to understand an audience could be number-driven or message-driven. Any marketer that decides to take one side or the other will fail, it is an incomplete function." -Adriana Gil Miner, CMO, Iterable

  • "Campaigns that are primarily designed to be organically shared will perform a lot better than ads designed just for the paid click." -Adriana Gil Miner, CMO, Iterable

  • "It's important for all marketers to approach marketing with a service mentality. We're not here to sell. Were here to connect people that want and need your service to what they need." -Adriana Gil Miner, CMO, Iterable

  • "It's not enough to have a great website provider or a great email provider. You need to have a general unified platform to help you engage and serve customers in all stages of the journey." -Adriana Gil Miner, CMO, Iterable

About the speaker

Adriana Gil Miner

Iterable

 - Iterable

Adriana is CMO at Iterable

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