Winning with Business Storytelling in the B2B Sector

Winning

with Business Storytelling in the B2B Sector

Jake AtheyDirector of Marketing

Your Hosts

#CZLCHI

I am not an expert.

Key Topics

● The PVC framework to master storytelling

○ Channeling other PEOPLE

○ Using an authentic VOICE

○ Finding the CONNECTION

● Ways to make it stick for any organization

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Laurie Scheer

The Hero’s

Journey

Donna Lichaw

Beginning Middle End

Exposition

Rising Action

CrisisFalling Action

Resolution

IncitingIncident

Climax

Kindra Hall

Normal

New Normal

EXPLOSION*

...It’s inspiring.

PVC and duct tape for a story that sticks

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Great storytelling is channeling other PEOPLE.

-Rajiv Chandrasekaran

PVC

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10,000skus

Make it stick.

Points for channeling other PEOPLE

● Start with “why?”

● Be involved in the customer journey

● Capture the authentic moments

● Make it personal

Great storytelling comes from an authentic and unique VOICE.

PVC

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How does your brand sound, look and feel?

The places to extend your VOICE

● Website

● Whitepapers, Infographics

● Videos & Webinars

● Reports, eBooks, Podcasts

● Tradeshow Displays

● PR & Newsletters

● Sell Sheets / Collateral

● Presentations

● Blog Posts

● Personal Branding

● Social Media & Ads

● Triggered Email Series

● 1-off Email Blasts

● Sales Emails

● Online Community Posts

● Direct Mail

Make it stick.

Points for using tone of VOICE

● Use tone of voice as a differentiator

● Passion is storytelling fuel

● Find interesting ways to say boring stuff

● Connect your dots

Great storytelling requires an emotional CONNECTION.

PVC

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Connections are made in moments.

How was your weekend?

What was the highlight?

Make it stick.

Points to inspire stronger CONNECTION

● It all comes back to moments

● Lead with emotion

● Follow with facts

● Be visual

PEOPLE VOICE CONNECTION

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