Storytelling works surprisingly well in business to business marketing. We can tell stories that evoke emotions in our customers. We want them to consider themselves as fitting into our business. LinkedIn did a campaign called “Picture yourself” which allowed customers to view their business through their own eyes. They got on a personal level and made an emotional connection on a deeper level. Microsoft started a program called Microsoft Stories which has become a way for people to express their comfort in using their products.
- The traditional approach to B2B marketing tries to be professional, but a bit of personality and emotion helps.
- A B2B story includes conflict, a solution provided by your brand, and the resolution’s effect on your client.
- LinkedIn’s “Picture Yourself” campaign is a great example of the power of storytelling.
“There are simple, linear ones and stories with dizzying complexity and both types keep bringing interested audiences back for more.”