How Signifyd Builds Messaging for Audiences in a B2B World [Podcast]

June 29, 2017 Randy Frisch

Sourabh Kothari, Director of Advocacy, Brand, and Content at Signifyd, joins the Content Pros Podcast to discuss the power of storytelling and why the most important story doesn't have your product in it.

Special Thanks to Our Sponsors:

In This Episode:

  • How the ultimate end-user of a B2B purchase leads to a more emotional buying process than B2C
  • Why successful marketing storytelling means a focus on characters instead of story
  • How changes in audience expectations leads to dynamic and collaborative presentations
  • Why winning content means first thinking of how your audience would succeed without your product 

Quotes From This Episode:

“I’ve made it my job, regardless of title, to be a dedicated storyteller.” —@sokothari

“The characters are where you will win or lose your audience. That’s where all storytellers and marketers need to start.” —@sokothari

“You have to understand that the conversation is happening with your audience, not to your audience.” —@sokothari

“Your competitors are a great source of learning.” —@sokothari

“We’re not in a static world of content. Everything is interactive.” —@sokothari

“Understand how the market is actually crafting the story without you and then you can come in and master the story that would be better for that market.” —@sokothari

“You will have very different thoughts about the premise of your content 24 hours after you think you’re done.” —@sokothari

“Being direct is going to save you a lot of time.” —@sokothari


About the Author

Randy Frisch

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

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