Storytelling and B2B Marketing

Traditionally, B2B marketing consisted of explaining specific features and benefits of a product. Touting complicated technical specifications coupled with multiple decision-makers, and slow sales cycles have made this marketing approach less effective and harder to reach in the eyes of the buyer.

Storytelling, however, is a powerful and compelling approach to effectively communicate what a product or company does. If done right, audiences can be captivated and react in a more meaningful way. B2B companies have the opportunity to make lasting impressions and drive prospect and customer engagement by embracing visual content.

When B2B marketers become storytellers, they have the ability to tell their story from a point of view which often transforms attitudes and behaviors. Leveraging emotions by humanizing makes the story relevant.

Whether still or moving, a story with a unique point of view can be persuasive. For example, USG Corporation is a manufacturer and distributor of building materials worldwide. Their ‘It’s Your World. Build It.’ campaign is a great example of how storytelling can provide meaningful positioning. Emotion isn’t the first thing you think about when talking about building materials, but the campaign visually illustrates how we as humans build.

Accordingly to an article in Ad Age, research shows that decision-makers are increasingly relying on their intuition versus data. B2B marketers must remember that buyers of B2B companies are people, too, and storytelling is a great way to cut through the clutter and make a connection.

At LMI Advertising we believe in the power of storytelling and strive to tell the brand story of our clients the way it should be. If you’re ready to cut through the clutter, we’re ready to tell your story.

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