How great storytelling can drive revenue for industrial brands

Never forget that B2B buyers are human too.

For most of us, there’s nothing remotely interesting about a Yanmar YDG2700N diesel-powered generator.?Or an Oxygen/Lambda sensor post-catalytic converter.?Or the VH881HC band sealer.

It’s easy to fall into the trap of many engineering-led companies – to let their products do the talking. By doing this, they fall into a comparison trap, where vast amounts of detail are scraped over, and decisions are made on wafer-thin points of differentiation. In Simon Sinek’s writings on the ‘why, how and what’ of business purpose, this is the ‘what’ – the lowest on the value chain. And it makes for incredibly unengaging communications.?

Also, in an era of almost ubiquitously high-quality products, the physical deliverable rarely makes a transformative difference. Instead, it’s how the product is shaped as a solution, integrated into a delivery model, or harnesses technologies to increase effectiveness. That gets us to the ‘how’ or the ‘why’ – where market differentiation and step changes in performance live.

This is also where powerful messages are created. They can include provenance and technology stories about why the products were invented or developed in the first place. But the best stories are human stories; stories of success, challenges overcome, reinvention and victory.?

Depending on the product, these can also be stories about improving the lives of humans, their families or animals.?

Industrial marketers must uncover the emotional connection inherent in their products. Then, they'll need to share it with the world, or at least their target market.

And the best thing is that most industrial marketers don’t do this. So, when you do, the impact will be two-fold.

Research?has found that 75% of professionals think it’s important for brands to connect with audiences through storytelling. Furthermore, 55% are more likely to consider purchasing a brand if its stories resonate with them.?

So, how do you stand out from the industrial marketing crowd??We call it?making a difference through the power of ideas.?

Here are a couple of recent examples of the effectiveness of this approach.?

Caterpillar VisionLink?:?VisionLink? is an advanced fleet management technology platform that provides construction equipment owners with the machine data they need to make informed decisions and act.?

To meet the challenge of communicating the benefits of a relatively complicated brand proposition to the target market, via?The New Truth??process we arrived at ‘The Power of Knowing’ positioning. This was then used globally in diverse content executions including digital and video that engaged hard-to-reach construction contractors.?

King Gee:?Our campaign for the iconic Australian workwear brand shows that?stories can take many forms. With research proving that being a tradie is a badge of honour today, our work reinforced the pride of being a tradie and the fact that King Gee has been with tradies every step of the way since 1926.???

How to incorporate storytelling into your marketing strategy?

1. Identify your brand story:?Start by identifying the core values, mission, and unique selling points of your brand and what it delivers at a human level. This may be as simple as sharing how it has helped customers succeed in their careers or businesses. Also, remember that what sets your company apart from competitors may not be a rational or physical benefit, but rather an emotional one. Think about the challenges you’ve overcome to deliver for your customers and the successes you’ve helped them achieve.?By crafting a compelling brand story that resonates with your target audience, you can create strong emotional connections that drive revenue.?
2. Highlight customer success stories:?Share stories of how your products or services have positively impacted your customers’ lives or businesses. Whether it’s a case study, testimonial, or customer spotlight, highlighting real-world examples of success can inspire confidence and trust in your brand, driving sales and revenue growth.?
3. Humanise your brand:?Behind every industrial brand are people—employees, customers, and stakeholders who play a crucial role in its success.?You can humanise your brand by sharing stories of the people behind the products, showcasing their expertise, passion, and dedication. This personal touch can foster a sense of connection and loyalty among your audience, ultimately driving revenue through repeat business and referrals.?

Key takeouts:?

We humans live through the experiences of other humans, and nothing allows us to do that more effectively than great storytelling.??

If you're heading up marketing for an industrial brand in Australia, you can achieve step changes in marketing performance. You can go beyond product features and technical specifications to become?the 'excitement' brand?in your category. By harnessing the power of storytelling, carefully targeted and delivered through the right digital platforms, your brand can create compelling narratives that resonate with its audience emotionally, elevating your brand’s position and leading to increased loyalty, engagement and sales.?

Would you like to learn how DPR&Co can help your industrial brand tell its story? Get in touch.

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