A Different Kind of Story

January 10, 2020

This is part of a weekly journal I'm keeping about my day job running marketing at Inntopia.

Inntopia is a people-powered company. Other CRM invest in sales, we invest in support.

But that’s easy to say. And, to be fair, a ton of companies have said that very thing. So one of the biggest challenges I’ve found as of late is getting that point across in text and graphics in a way that feels authentic and sincere.

Eventually, I realized that in order to make the story more human, I had to get a human (rather than HTML) to tell the story.

Specifically, me.

The result is a very different type of B2B content.

You’re looking someone in the eyes, but there isn’t quite the the same level of scripting folks are use to. And it’s not a hard sell. Instead, it’s just me telling a story and you listening.

It’s a little disarming, maybe? Perhaps even refreshing?

Whatever the right label is, it’s definitely not perfect. But for my first attempt? I’m happy with the direction and with a little practice (and maybe a camera upgrade) I’d expect it to get even better.

Update: The first story has been received so well, I published another a few weeks later for our Commerce line of business.

More updates from my day job journal:
A Different Style
June 12, 2020
Tough Times
June 8, 2020
Complexity vs Disorganization
May 29, 2020
Fewer Things: Part II
May 24, 2020
Foot on the Gas
May 15, 2020
Smart, Simple Retargeting
May 8, 2020
Go Bigger
May 1, 2020
Zizzer-Zoof Seeds
April 24, 2020
A Simple Goal
April 17, 2020
Coming Together (Again)
April 11, 2020
Goggles for Docs
April 3, 2020
Pausing Work
March 27, 2020
Pausing Marketing
March 20, 2020
Come Together
March 13, 2020
Moving the Needle
March 6, 2020
Fewer Things, Done Better
February 28, 2020
Marketing / Product
February 21, 2020
February 15, 2020
Things I Don’t
February 7, 2020
Practice, Practice, Practice
January 31, 2020
January 24, 2020
Validating the Message
January 17, 2020
A Different Kind of Story
January 10, 2020
Autonomy & Strategy
January 3, 2020
A Big Year
December 31, 2019

Hi, I'm Gregg.

I'm a marketer, maker, and long walk taker.


By day I run marketing for resort CRM / ecommerce provider, Inntopia. After the kids go to bed my laptop is my workshop where I'm building an email marketing tracking platform called SendView.