This interactive workshop is tailored for product marketers eager to master the science and craft of storytelling to create more impactful and cohesive product narratives. Based on the Storytelling Certified course by Elliott Rayner and the Product Marketing Alliance, participants will engage with proven frameworks, scientific insights, and real-world case studies. Storytelling ranks among the top three essential skills in product marketing, yet less than 10% of product marketers have formally studied this discipline. Our workshop aims to bridge this gap, equipping attendees with the knowledge and tools necessary to craft and communicate compelling product stories that resonate with audiences. Workshop agenda: 1. Storytelling science Participants will delve into scientific studies that reveal how storytelling influences our brains and behaviors. This foundational understanding will highlight the profound impact storytelling can have in marketing.\ 2. Case study discussion We’ll examine successful case studies from both B2C and B2B brands, focusing on how they leverage storytelling. Through engaging discussions, we’ll review examples from a variety of physical and digital products to illustrate effective applications of storytelling science. 3. Practice frameworks In this interactive segment, attendees will collaborate in groups to apply storytelling frameworks. This hands-on practice will enable them to craft more logical, emotional, and credible product narratives.

People can recall 65% of marketing visuals but just 10% of marketing copy. The market has never been more crowded and messaging more complicated. Learn how to weaponise visual storytelling techniques to communicate your product, features, and differentiated value in just 13 milliseconds. Drawing on frameworks from the Storytelling Certified Masters course and real-world case studies from Adidas, Asics, Babbel, and OWOW, this keynote provides three simple changes to your creative briefs that can lead to game-changing visuals that can convert the most complicated products into concise and impactful stories.