Table of Contents
Introduction
1. Essential Features of B2B Storytelling in the Digital World
2. Notable Real-world Examples of B2B Storytelling
2.1. Microsoft
2.2. Google Ads
Conclusion
Introduction
With the technologies getting more advanced, clients are looking for B2B businesses with a unique and innovative brand story, allowing them to align their own and the business’s mindset. B2B storytelling has long been in the marketing landscape; however, the concept was to activate the reader’s imagination through an interactive narrative. B2B marketers engage brand storytelling in campaigns holding narratives while showcasing a brand or its product in more relatable contexts, aiding the audience to see the company more as a problem solver in the business landscape. B2B companies that encourage storytelling can make it easy to connect with their audience and build strong relationships with potential customers.
Therefore, for companies yet to implement the power of storytelling, MarTech Cube brings you this exclusive guide that will help you understand the importance of storytelling in the digital world and provide you with notable examples.
1. Essential Features of B2B Storytelling in the Digital World
It is often said that a good story can make or break the audience’s perspective about a company; therefore, before creating a successful B2B story, try to make it authentic. That means your audience will hear real stories from real people, which will help them resonate with your company’s ideology.
After authenticity, B2B markets need to make sure that the story is relatable to your audience, i.e., it should be able to connect with your audience emotionally and tap into their hopes, fears, and dreams. This also indicated the need for emotions, as people often make judgments based on their feelings, not on realities or logic independently. Therefore, when designing an innovative story, make sure to thump into the emotions of your target audience, which will influence their buying decisions.
The third most important part is making your story believable to the audience, which implies crafting a good story without making unrealistic claims or overstating the truth rather than focusing on real-life examples to illustrate your point. Finally, the storytelling process can end with a clear takeaway, and to ensure that the story you create has a lifetime impact on them, try to specify what your audience wants to remember, and according to that, you can craft a story that will support your chosen takeaway.
2. Notable Real-world Examples of B2B Storytelling
The best way to grab customers’s attention is to tell them a story, and in the B2B market, the art of storytelling becomes an important tool, and only a few companies have aced this game of storytelling. Here are a few examples of how B2B companies have implemented brand storytelling to a powerful effect.
2.1. Microsoft
Microsoft is considered one of the biggest and most influential enterprises that shared their B2B story by highlighting different employees from all departments and sharing their success stories while working with the company. This was a unique way to showcase to its audience the real force behind the big brand; the aim behind this storytelling was Microsoft’s brand-building tactics of humanizing its brand and making it feel more relatable, allowing the audience to feel more connected to the individuals that make up the Microsoft team.
2.2. Google Ads
Google Ads have recently started sharing their stories on local businesses and their success as part of a campaign called “AdWords Stories.” This Google initiative highlighted small and local businesses and shared the stories of how they got to where they are today, while also showing off Google’s services that help them through their journey. This makes the audience feel more involved with the company’s policies and services they provide.
Conclusion
Brand storytelling is one of the most effective ways to engage a B2B audience as they demonstrate the benefits of your product or service and make them understand what real difference the brand can make in their lives. Therefore, by understanding the importance of storytelling, you can speak to your target audience and create a long-lasting impression that will aid you in the future.
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