Building Out Your Brand Narrative - Morgan J Ingram - B2B EQ - Episode # 21
Channel: Uniphore Technologies
Date: 07/07/2023

If your B2B content strategy is boring your audience, it’s time to shake up your plan. Our guest this week is a media mastermind who wants to help you create better content that drives authentic connections. Please welcome to the show, 4x LinkedIn Top Sales Voice, Founder & CEO of Ascension Media Productions, Morgan J Ingram! 
Morgan joins host Tim Harris to deliver a masterclass in content creation. Subjects in today’s lesson include: why sellers need to be focused on “time to value, how sales teams can make the narrative contextual, and why a strong brand increases both your reputation and access with your customers. 


Takeaways:
 ~ Content is important for any brand, but if you want to stand out, you can’t be the same. To build your best content, you need a strong narrative. Create content that resonates with your customers, and leaves them with a sense that you understand their problems. 
 ~ As a sales rep, you can’t shape the content narrative for the whole company, but you can contextualize it for your buyers. Understand what the narrative is, sell to it in your own sense, and for a last extra boost, tie in customer success stories. 
 ~ The best way to demonstrate that you are engaged on calls is to show your buyer what you know about their company. Instead of starting with questions and going through the motions, starting with what you know shows that you have done your research.
 ~ As a seller, you need to be intune with how your buyers are feeling after each part of the process, and then guiding them through that experience. Let buyers know what to expect at each stage, rather than just showing off features and asking what they think. 
 ~ To have your content reach its full potential, it needs to have the right timing, topic, and talent. Your content needs to be relevant to the messaging being discussed today, have a clear topic, and have a talented crew creating and presenting your content.
 ~ Even as a seller, having a personal brand built around content is crucial, as it increases your reputation and access to clients. Evergreen content gives potential customers access to you 24/7, and gives you a strong first impression before a sales call. 
 ~ While AI won’t take all our jobs, it will shift the distribution of them, and sales reps need to be prepared. Reps should start focusing on building their full cycle sales skills, identifying ways that AI can help them at their job, and on making strong connections. 


Quote of the Show:
 ~ “Brand is just building your reputation digitally at scale.” - Morgan J Ingram


Topics:
00:00 - Intro
01:53 - The importance of a strong content narrative
03:39 - Contextualizing the narrative as a seller
06:39 - Keeping buyers engaged on video calls
13:52 - Guiding buyers through the sales process
18:08 - Adapting to modern markets
20:17 - The three Ts of good content
24:38 - Morgan’s background
27:29 - The value of good content
30:26 - The future of sales
38:38 - Learning about Morgan
47:01 - Contact and close


Links:
 ~ Twitter: https://twitter.com/morganjingram 
 ~ LinkedIn: https://www.linkedin.com/in/morganjingram/ 
 ~ Website: https://ampcreative.io/ 


Ways to Tune In:
 ~ Apple Podcast - https://podcasts.apple.com/us/podcast/b2b-eq/id1672326834 
 ~ Spotify - https://open.spotify.com/show/1T2zlqNsSYATzXFPH1DquY 
 ~ Google Podcast - https://podcasts.google.com/feed/aHR0cHM6Ly9mYXN0Lndpc3RpYS5jb20vY2hhbm5lbHMvajRuNnNjYmc2Ni9yc3M