Chris Sheen, Director of Social at Celonis stops by the Radically Clear podcast to sort out some of the frequent and infrequently ignored pitfalls in B2B advertising and marketing – jargon. With humor and candor, Chris discusses how advertising and marketing groups, regardless of their greatest intentions, typically fall into the lure of utilizing overused phrases that dilute their message and bore their viewers, and learn how to cease it.

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Episode Abstract

Let’s be actual—nobody grows up dreaming of changing into a B2B marketer, a lot much less one which churns out the identical drained, soulless jargon day after day. But right here we’re, absolutely possessed by the “thrilled to announce” demon each time we sit down at a keyboard. We’ve all achieved it: launching a brand new partnership? Thrilled to announce. Gained an award? Thrilled to announce. Received a giant occasion arising? You guessed it—thrilled to announce. It’s just like the second you enter the B2B world, the creativity swap flips off, and out comes the autopilot jargon machine. In case you’re cringing proper now, you’re not alone.

On this episode, Chris Sheen of Celonis will get radically clear about how B2B entrepreneurs, typically unconsciously, undertake jargon like “thrilled to announce” or comparable phrases, even after they by no means meant to. Chris argues how these phrases, whereas secure, could make your advertising and marketing really feel stale and disconnected.

He uncovers the significance of avoiding cliché language that fails to have interaction your viewers and shares other ways he encourages his staff to maintain content material partaking and related to interrupt free from boring jargon, one being utilizing Banned Key phrases in Oktopost’s Social Media Management solution to make sure no person is ever “thrilled to announce” huge information. Chris additionally reveals a couple of sensible recommendations on crafting genuine and inventive messaging that not solely stands out however engages your viewers.

Sizzling Matters

  • The Jargon Entice: How overused trade jargon is tanking your message—and learn how to ditch the clichés.
  • Why Much less is Extra: Chris reveals how brief, punchy messaging made Celonis unforgettable.
  • The Artwork of Messaging: Chris tackles the tightrope of risk-taking in advertising and marketing and learn how to reap rewards whereas dodging catastrophe.

Meet Chris

Because the Director of Social at Celonis, Chris Sheen is on a mission to interrupt the mould of conventional B2B advertising and marketing. With over a decade of expertise main advertising and marketing groups, Chris has a confirmed monitor report of driving progress, innovation, and buyer expertise for B2B software program firms.

Chris is obsessed with creating content material that not solely captures consideration but additionally evokes, educates, and entertains. Believing that the majority B2B advertising and marketing is much too boring and unoriginal, Chris leads a gifted staff at Celonis to construct manufacturers that folks love and relate to, utilizing the facility of storytelling to make an actual affect.

For Chris, nice advertising and marketing isn’t nearly pushing merchandise—it’s about making individuals cease, smile, and suppose.


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