Ask any marketer who’s been around for a while, and they’ll tell you: B2B and B2C are not the same game.
The B2B sales cycle is by nature longer and more complex, with more people involved. So the difference holds true. However when it comes to branding and marketing, the divide between B2B and B2C is no longer as wide as it was, and traditional B2B marketing efforts have started falling flat. In a world where attention is the most valuable commodity, people are chronically online and attention spans are shorter than ever, how can a B2B brand stand out?
The answer is a timeless concept combined with innovative execution: storytelling. And there are different ways you should be using it in your branding and your marketing.
B2B and storytelling - what’s really changed?
For years, B2B marketing has been driven by logic, facts, and figures. It’s been about demonstrating value through data, offering solutions to problems, and making a solid business case. While these elements are still crucial, the rise of digital media and the saturation of content have made it increasingly difficult to capture and maintain attention.
This is where storytelling comes in. Unlike traditional marketing methods that rely heavily on information, storytelling taps into emotion. It creates a narrative that your audience can connect with, something memorable that cuts through the noise.
After all, while you may technically be a business selling to another business, you’re still a human within that business interacting with a human in another business. It makes sense that the same principles around catching and retaining attention apply.
Storytelling in branding
There are plenty of resources on the internet that praise the virtues and benefits of using storytelling as a business tool, but what’s the deepest, underlying benefit?
When it comes to branding, it’s humanising your brand
When you show the people behind the brand, when you share the hopes, dreams, struggles and goals that power your brand behind the scenes, you humanise it to your audience. In B2B, where decisions are often made by committees or multiple stakeholders, it’s easy to forget that, ultimately, it’s still people making those decisions.
A 2021 study done in the UK reported 63% of the survey’s 33,000-plus respondents said they believe that “CEOs should hold themselves accountable to the public and not just to the board of directors or shareholders.” A strong personal brand for a founder or CEO is an excellent way to achieve this.
By showcasing the story of your founder, sharing the values that drive your team, or highlighting the real-world impact of your products, you give your audience something to connect with on a personal level. In fact, a personal connection with a founder or CEO has been found to have a significant impact on sales, with 77% of people studied reporting they are more likely to buy from a company if the CEO uses social media.
When a potential client can see the face of the person who built the company, knows their name and hears their story, the business is no longer a faceless machine there to make profits. It’s a brand with a narrative, a purpose, and a human element that resonates.
Storytelling in marketing
In a world where B2B companies are competing for the same clients, differentiation is key. Anyone can throw money at a billboard or a Google ad campaign, but not everyone can tell a story that sticks. Storytelling is your chance to stand out—not by shouting the loudest, but by speaking in a way that is compelling and relatable.
Think of storytelling as a way to invite your audience into your world. Rather than just telling them what you do, show them why you do it. Share the journey, the challenges, and the successes. This approach not only makes your brand more memorable but also builds trust and loyalty.
Even in the B2B world, your customers are not just looking to buy a product or service. They’re looking for a partner who understands them.
B2B vs. B2C: Selling human to human
There’s often a perception that B2B marketing is vastly different from B2C. While it’s true that the audiences and buying processes can differ, at the end of the day, you’re still marketing to people. Whether they’re buying for themselves or on behalf of a business, emotions play a role in their decision-making process.
This is why storytelling is just as powerful in B2B as it is in B2C. It transcends the transactional nature of business and taps into the human element. It’s about creating a connection, building relationships, and ultimately, making your brand more approachable and trustworthy.
An exceptional example of B2B storytelling is HP’s ‘The Wolf’ campaign. The campaign introduced a hacker named The Wolf, played by Christian Slater. A series of thriller movie-style videos depict the worst-case scenarios organisations could face as a result of printer hacking.
The entertaining approach took an objectively dry topic and used storytelling to fundamentally shift the perception of printer security– resulting in B2B printer sales increasing by 6%.
Other notable campaign results included:
- HP Wof hitting FY21 and FY22 brand equity targets ahead of schedule
- HP moving up to #2 in the world for “Leader in Endpoint Security” (according to a 3rd party brand study)
- HP’s competitors dropped 5 points in leadership attribute in critical countries
Simon Fraser, creative director at OgilvyOne Business praised how this B2B campaign stylistically emulated a B2C campaign:
“First of all, I have no idea whether HP’s campaign worked. I hope it did because it’s a B2B campaign that looks like a B2C campaign. It’s big, original, cinematic, and fronted by someone recognisable – and let’s be honest, that’s what we all aspire to, isn’t it?”
How to integrate storytelling in your B2B strategy
So how can you start incorporating storytelling into your B2B marketing strategy? Here are a few practical steps:
Identify key brand stories
What are the stories that define your brand? This could be the origin story, customer success stories, or even tales of challenges overcome.
Leverage customer narratives
Your customers are a goldmine of stories. Highlight how your product or service has made a difference in their business. Case studies are great, but narrative-driven testimonials can be even more powerful.
Use storytelling across channels
Whether it’s in your blog, on social media, or in video content, make storytelling a consistent part of your communication strategy. The more your audience hears your story, the more connected they’ll feel. The Wolf campaign deviated from the ‘best practice' 15 second length with over 4 minutes of video, but still gained over a million views on Youtube in Europe alone.
Make it visual
People are visual creatures and video content is king. Complement your stories with strong visuals—whether through images, infographics, or video content—that bring your narrative to life.
Conclusion
Storytelling isn’t just a buzzword; it’s a powerful tool that can transform your B2B marketing. By humanising your brand, differentiating yourself in a crowded market, and connecting with your audience on a personal level, you can turn flat marketing into something engaging and memorable.
As you reflect on your current strategy, consider how storytelling could enhance your brand’s narrative.
If you’re looking to explore how to implement storytelling, either into your branding, marketing, or both, we can work with you to create a strategy that not only tells your story, but makes a significant impact.
Ready to find your stories? Book your free 30-minute consultation today.