How can B2B brands use storytelling to revitalize their image and connect with customers?

Remember that whether your business is B2B, B2C or B2B2C, it’s always H2H. Business clients may need specific information, but the way you display and convey it matters just as much as for a consumer piece.

My favorite example of this comes from Mailchimp. Although it’s considered branded content, they step aside and put the spotlight on small businesses. Mailchimp's storytelling success shows the power of authentic narratives in B2B marketing! Their "Mailchimp Presents" series featured real customer stories, showcasing how their platform empowered small businesses & creatives. This emotional connection resonated with the audience, proving that storytelling can build trust, credibility, and authenticity. Let's embrace the art of storytelling to create meaningful customer relationships!

“A great story is true. Not necessarily because it’s factual but because it’s consistent and authentic. Consumers are too good at sniffing out inconsistencies for a marketer to get away with a story that’s just slapped on.” – Seth Godin

The hero of your brand’s storytelling is your audience. They’re at the very center of an epic journey through which you’re going to lead them. Hero journey elements usually include: Act 1: The Ordinary World - Call to Adventure - The Refusal - Meeting the Mentor - Experimenting with the initial change - The ordeal - The journey back - Return with the elixir Act 2: The Special World.

This one made me think of how Slack successfully used storytelling in their marketing. They shared the story of one of my favorite production companies, Sandwich Video, and how Slack transformed their team communication. By focusing on the hero-goal-conflict-resolution formula, the story became relatable and engaging. This example demonstrates the power of storytelling in helping B2B brands connect with their audience on a deeper level. #B2BStorytelling #Slack #CustomerSuccess Here’s the video if you’re interested: https://www.youtube.com/watch?v=yGxRBJAJtx0

Let's not forget another excellent source for stories: the awesome people who work in your business. Showcasing employees and their stories not only introduces human connections but can reinforce your brand attributes. The people who work with you everyday are there for a reason, right? They share the brand's vision, mission, and values. They are ambassadors for the business and can speak to why other businesses should work with yours. As another contributor stated, it's still all about H2H. People do business with people they like and can relate to; this is true for people representing businesses. Plus, you may be surprised, amazed, and moved by the stories your coworkers have to tell!

This brought to mind how Salesforce utilized these principles in their "Trailblazers" campaign. They showcased customer success stories by focusing on the unique challenges faced by various industries and how Salesforce's solutions helped them thrive. By understanding their audience, being authentic, and keeping the stories concise, Salesforce managed to connect with customers and demonstrate the value of their platform. This example highlights the importance of well-executed storytelling in B2B marketing. #B2BStorytelling #Salesforce #Beauthentic #authenticity Salesforce’s Trailblazers: https://www.youtube.com/watch?v=LIefFBi-lHw

Storytelling impacts the brain profoundly. When we hear a story, we imagine ourselves as the protagonist. This makes them powerful empathy tools. Our brains respond to stories by producing neurotransmitters, including cortisol, dopamine, and oxytocin. We even remember information better if we learned it through a story.

Whether you operate in the B2B, B2C, or B2B2C space, remember: it's always Human-to-Human (H2H). While business clients seek tailored information, the art of presentation holds equal sway, much like it does for consumers.