The magic of B2B storytelling in marketing

In the modern world, impactful brand storytelling is about how to look your audience in the eye, digitally.

– Amelia Veale

When marketers seek to develop a deeper connection with their audience, whether to inspire, educate or influence them, they can tap into a fundamental aspect of being human, our love of stories.

Storytelling when done correctly has a profound effect on human emotions. Having a deeper understanding of these emotions and motivations allows companies to lay down their brand’s narrative helping them find common ground with their audience.

B2B brands have long had the problem of how to connect with their target buyers (decision-makers) at other companies. Knowing that these buyers are affected by and base some of their decisions on emotions like all humans, means connecting with them emotionally has a big impact on the success of building trust, forming relationships, and ultimately doing business with them.

The power of stories to create connections between people and ideas, to convey history and values is something world leaders have been doing for a long time to motivate people to take a certain action. When used by industrial companies and B2B’s it can help shift marketing efforts from salesy pitches and boring prospects with endless features and figures to captivating their attention and helping them create a connection to your business. Here’s how.

Stories can be used to highlight and address challenges that clients experience. By using storytelling to show customers that you understand their needs and concerns around a specific problem, or even one they were unaware of, helps them assess whether you are the right partner to solve their pain points.

Humanize your business through stories. Getting an audience to relate to your brand story can be difficult, by humanizing your business it breaks down the abstract side of the business. Humanizing your brand makes it real for your audience. B2B’s can do this by sharing stories about their own failures and successes, show off the people behind the scenes by giving employee’s a voice, showing gratitude, and being transparent.

Utilise case studies and customer success stories. This is a great storytelling technique because it is instantly relatable as a real-world example of success. Why are case studies so effective? It allows you to tell a story without being self-serving, highlights your expertise and the value your brand offers.

Let customers tell the story for you. By using customer testimonials in their marketing brands can leverage the powerful psychological effect a satisfied customer creates by helping build trust and credibility. Testimonial stories provide assurance about the quality and value of the service they received, one of the most important aspects of the buying decision making process.

Storytelling helps breath life into any type of business, and what business doesn’t want to drive connections and engagement in a truly human way.

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Our Moment of Bliss

Coastline by Hollow Coves to get you into the storytelling mood. More to listen to on our Spotify Playlist.