Blog post By Paula Chiocchi on 2020-04-22
Compared to consumer campaigns, B2B marketing tends to have a more no-nonsense approach, with a focus on features, benefits and hard facts. But, some say we need more of the consumer “sizzle.” One way to do that is through storytelling. Effective storytelling showcases how your company aligns with the values and needs of the buyer to solve their pain points. It can be used to present content in a new way, communicate brand values and add a personal, human element to your campaigns. And, in times of crisis, the stories we tell about our own journeys – and our companies’ journeys – can make a B2B brand more real and relatable.
Recent studies have shown that 92% of B2B purchases start online and buyers consume an average of 13 content pieces before deciding on a vendor. While it’s important to have technically-driven content like whitepapers, using creative narratives for content such as blogs and email campaigns can give prospects a new perspective in their research.
As part of your overall B2B marketing strategy, storytelling can enable you to connect to buyers and drive business growth. And that’s one big reason for integrating stories into your marketing campaigns. Here are a few ways to approach it:
Once you’ve created story-driven content, it’s time to share it. A story is personal, which is why email is an ideal medium since it offers the ability to target specific people and land in their personal inbox. When your email campaign is fueled by acquisition email data that allows your messages to reach a highly targeted audience, you’re able to match the story to the recipient’s anticipated needs or challenges -- which should result in a more qualified lead. This email approach also works well if you choose to present the stories episodically, sending a series of emails to the same audience at set intervals.
In closing, rich storytelling draws your audience in and offers a human, relatable perspective to technical or complex products and solutions.
How do you share stories in your B2B marketing?
Outward Media’s proven data cleansing services and targeted, accurate email data can enable you to achieve better email marketing ROI and, ultimately, convert more prospects into customers. Take a look at our case studies to find out more.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.