May
16
09:30
Storytelling: B2B Marketing That Doesn't Suck
Workshop
Hebrew Session
Shahar Cohen
Storyteller and Product Marketing Executive @ Cisco
Shahar combines both SW engineering roots and hi-tech strategy background (previously Head of Strategy of HP-Indigo). In the recent 12 years, held executive product marketing roles in statrups & corporates, turning vague concepts into vivid stories, and product features into palpable award-winning campaigns His unique storytelling approach proves that B2B marketing doesn’t have to be boring 2 boring. Shahar also volunteers as a board member in 2 NGOs and was the youngest member of the Trachtenberg Committee
More about 
Shahar Cohen
In this Jolt session, Shahar Cohen teaches us the building blocks to creating compelling marketing campaigns. We'll explore the essential elements of storytelling through award-winning global campaigns and take a look at what was done right, and wrong. In an era where attention is the most expensive currency, everyone is struggling to make their story stand out. While many B2B and startup marketers adopted elements of storytelling, the result often leads to generic messaging that suffers from FASS syndrome or ‘ility disease’. We'll leave the session equipped with a DIY story template, real-life case studies, and practical tools to improve our messaging.
Questions this talk answers:
01
What are the ility disease and FASS syndrome and how does it affect my marketing materials?
02
What is the disturbing truth about my audience and how can I harness it to form emotional stories?
03
What are the building blocks that underlie B2B marketing that doesn't suck?
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Shahar Cohen
Storyteller and Product Marketing Executive @ Cisco
About
Shahar
Shahar combines both SW engineering roots and hi-tech strategy background (previously Head of Strategy of HP-Indigo). In the recent 12 years, held executive product marketing roles in statrups & corporates, turning vague concepts into vivid stories, and product features into palpable award-winning campaigns His unique storytelling approach proves that B2B marketing doesn’t have to be boring 2 boring. Shahar also volunteers as a board member in 2 NGOs and was the youngest member of the Trachtenberg Committee
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