When B2B Marketing is P2P, it Can Change the World
A couple of months ago, I was interrupted at work by a phone call from Ryan Gamble, co-president of the Seattle-based Storyville Coffee Company; he may not have known it at the time, but he had no more than 60 seconds to keep my attention before I would politely – but hurriedly – hang-up.
He didn’t have me at hello, but when he said that he’d just been to the MLT Creative website, he at least bought himself another few seconds.
At his second mention of Storyville, I went online to check out its website as we spoke. While Gamble told me how cool our company seemed to be, I was getting the same impression of his.
Now, I have a thing for coffee and, thanks in part to having recently seen an episode of Alton Brown‘s “Good Eats” that explored various types of beans and the best ways to brew them, I was intrigued by the passion Storyville seemed to have for their craft.
But that’s not what the call was about. The call was business-to-business and, since B2B marketing is what we do at MLT Creative, I’m always willing to discuss a mutually beneficial business deal.
But that’s not what the call was about, either. Not really. The call was about Storyville Live, a coffee-and-concert series for a good cause, and because Gamble had done some homework on us, he came to me prepared with an idea he thought I’d be interested in. And he was right.
You see, there’s more to Storyville Coffee than selling magic beans, just as there’s more to MLT Creative than B2B marketing. Like us, Storyville is a cool company that believes in doing well by doing good. While MLT has long supported nonprofits such as Genesis Shelter, Storyville has taken up a global cause about which they’re just as passionate – fighting modern-day slavery and human trafficking. Proceeds from Storyville Live concerts go to the International Justice Mission, a human rights agency that seeks justice for victims of slavery, sexual exploitation and other forms of violent oppression. By hosting this event with Storyville, we’re doing our part to help them solve a global problem.
But, before I tell you a little about Storyville Live, what have we learned so far about B2B marketing and person-to-person communications?
- Do your homework first
- Make your call personal and relevant
- Get your story straight and get to the point
- And yes, Always Be Closing
So where do you come into this Storyville story of mine?
Well, if you’re reading this blog, it might be because you’re in B2B marketing yourself, and maybe the tips I mentioned will be of some help. But I’d like to invite you to a Storyville Live event, so that you can help us help change the world with one simple formula:
Music + Coffee = Freedom
MLT Creative is hosting a Storyville Live Concert on June 29th, and you’re invited. If you happen to enjoy great live music, the company of other cool people and the taste of gourmet coffee and desserts, then this is an event you don’t want to miss. And if you oppose modern-day slavery and human trafficking around the world, then you have even more reason to join us.
If you’d like to support the cause but can’t make it out in person, please help us spread the word and sell out our little shindig by sharing this story via any of the social media links shown above.
Thanks, and I hope to see you here!
