Human after all - the role of storytelling in B2B marketing

BY PAUL CASH, CHIEF ROOSTER @ ROOSTER PUNK & AUTHOR OF “IN REMARKABLE WE TRUST”

IF YOU can’t ‘feel it’, don’t do it

THE ROLE OF STORYTELLING

IN B2B MARKETING

THE $5,000 GAMBLE THAT TURNED INTO A $45 BILLION DOLLAR COMPANY

A NEW BATTLEGROUND It’s not about fighting for attention it’s about feeling it

You are 50% more likely to get on a tender

if you lead with an emotional proposition

You can command a price premium of x 8 if you

connect with somebody emotionally

This is no longer an era of change in B2B, but a change of era

THE 10Cs of GREAT B2B STORYTELLING

1.  Context: You need to set the scene

2.  Customer: It’s about them not you

3.  Connect: Find an emotional way in

4.  Conflict: There has to be tension

5.  Characters: Heroes & villains

6.  Crescendo: There has to be a resolution

7.  Consistent: Across all devices/platforms

8.  Conversion: Move them to action

9.  Committed: It’s not a quick fix answer 10.  Creative: Make your story stand out

What makes a great story?

WE LIVE IN A COMPLEX WORLD. TOO MUCH CHOICE HAS BECOME MIND BOGGLING

THE ONLY PEOPLE REALLY INTERESTED IN YOUR PRODUCT OR SERVICE IS YOU

THE ONLY MESSAGES YOUR CUSTOMERS WILL SEE ARE THE ONES THEY CHOOSE TO SEE

OPT-INCULTURE

“Thanks”

ENGAGING PEOPLE ON AN EMOTIONAL LEVEL CREATES CUT THROUGH

THE BUSINESS BRANDS THAT TELL THE BEST STORIES WILL WIN

FROM DULL MESSAGE TO EMOTIONAL STORY

STORYTECHING & the 4 voices ™




We are all too busy. The world we live in is too complex. WE HAVE too much choice and power.

all we want is an easy life. EMOTIONAL Stories help cut through the noise

and help shape our buying behaviour

Human after all - the role of storytelling in B2B marketing

Marketing