What do Robin Hood, Apple, and the South Beach Diet have in common? They motivate others to action against an enemy - and it isn't the competition. While your buyers are certainly motivated by benefits, they are more likely to be truly galvanized when called to rally against a common foe. This is what creates movements that build momentum for brands. The right enemy can also be a powerful way to focus our marketing team and improve our campaigns. Join this session, and find your antagonist.
Katie Martell is a millennial CMO and entrepreneur. She has been named a "marketing expert to follow", a top 10 marketing writer on LinkedIn, and top 3 most influential B2B marketer on Twitter. Katie has spent the last decade marketing to marketers, and today serves a variety of companies as an on-demand marketing consultant.