B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing Developing a strategic narrative w/ Chuck Moxley
Dec 1, 2022
Chuck Moxley, Global Head of Marketing at Blue Triangle, is a B2B marketing leader skilled in strategic narrative and go-to-market positioning. He explains Andy Raskin’s narrative approach. Short segments cover why narratives work in crowded markets. He outlines a five-part narrative, how Blue Triangle built and rolled it out, and tips for getting leadership buy-in and embedding the story across the company.
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Episode notes
Reframe Buying With Old Game Versus New Game
- Strategic narrative reframes buying decisions by defining an old game versus a new game so customers see competitors as solving the wrong problem.
- Chuck uses Andy Raskin's framework to show world changes and position Blue Triangle as built for the new game.
Follow The Five Part Narrative Structure
- Build the narrative with five parts: what's changed, winners vs losers, the promised land, magic gifts, and proof points.
- Use the sequence to create urgency, then introduce product differentiators and real customer proof.
Two Day Exec Whiteboard To Build The Story
- Chuck ran customer interviews and a two-day executive whiteboard to craft Blue Triangle's narrative in under five months.
- They iterated with exec feedback, created a sales deck, and began road-testing with stalled deals to restart conversations.