How to Craft Your Company Story

Wednesday, June 14, 2017 at 2:00 pm ET

Listen to the webinar

Too many companies try to sell their product based on what it does, rather than on the future it makes possible for would-be customers. To effectively sell your product and align your team around a singular goal and message, you have to land on a company story that pitches the promised land.

In this webinar, you’ll learn how to effectively craft and tell your company story, and specifically:

  • The stage at which it’s crucial to get your story right
  • How to test your story
  • Pivoting from the wrong story
  • Ensuring consistency across teams
  • Creating buy in at your company and more

About the Speakers

Lauren Vaccarello, VP Marketing, Box

Lauren is a business leader with a proven track record of building high performing marketing teams and accelerating revenue growth. With a strong background in demand generation, she excels at building scalable integrated campaigns that leverage cutting edge marketing techniques. Although performance is at the core of who she is as a marketer, she believes businesses need to tell compelling stories and build a brand if they want to own a category.

Lauren also co-authored the highly-regarded books “The Retargeting Playbook” and “Complete B2B Online Marketing.” She has held executive leadership roles at AdRoll, where she led global marketing and at Salesforce. She was a member of the Google Tech Advisory Council and is a popular speaker at industry events such as ad:tech, South by Southwest, ClickZ Live, eMetrics and the Online Marketing Summit. In 2014, Lauren was honored by the San Francisco Business Times and named to their list of “Influential Women in Business.”

Natasha Jen, Partner, Pentagram

Natasha Jen is a graphic designer and partner at Pentagram New York. Born in Taipei, Taiwan, her work is recognized for its innovative use of graphic, digital, and spatial interventions that challenge the critical bounding assumptions surrounding media and culture. In 2015, Natasha was named one of the “World’s Nine Leading Designers” by Wired Magazine. She serves on the Board of Directors for Storefront for Art & Architecture and AIGA New York and has been a guest critic at Yale University School of Art, Rhode Island School of Design, and Maryland Institute College of Art.

Andy Raskin, Messaging & Positioning Leander

Andy helps leadership teams align around a strategic story — to power sales, marketing, fundraising, product and recruiting. His client roster includes venture-backed companies funded by Andreessen Horowitz, First Round Capital, GV and other top investors. He has also led strategic story training courses at Uber, Intel, Yelp, General Assembly and Stanford. To learn more and get in touch, visit andyraskin.com.



Lauren Vaccarello

VP Marketing

Natasha Jen


Andy Raskin

Messaging and Positioning Leader