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Find an Enemy: How the Right Foe Can Motivate Your Buyers to Action

Katie Martell

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.

About Katie Martell

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.

Pretty cool video, huh?

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