SalesModel Storytelling Information (With 9 Nice B2B Examples)

Model Storytelling Information (With 9 Nice B2B Examples)


Nothing captivates an viewers like an incredible story—it doesn’t matter what trade you’re employed in. 

Storytelling has lengthy been used to activate a reader’s creativeness by way of an interactive narrative. Model storytelling particularly makes use of this narrative to share firm values whereas connecting prospects to an organization.

Entrepreneurs usually make use of model storytelling in campaigns containing artistic narratives, showcasing a model or its product in additional relatable, human contexts. This helps the viewers see the corporate as greater than only a faceless company entity constructing complicated merchandise–as an alternative, a set of actual folks fixing real-world issues.

What Is Model Storytelling?

Model storytelling is a staple of B2C content material advertising and marketing, however it’s much less frequent within the B2B world. The reason being apparent—it’s harder to have interaction your viewers emotionally while you’re promoting complicated options to companies, moderately than flashy merchandise to particular person customers.

Storytelling could appear harder to tug off within the B2B world, however it’s no much less efficient. In spite of everything, 50% of B2B consumers usually tend to make a purchase order in the event that they connect with a model on an emotional stage.

Right this moment’s put up shines a highlight on B2B manufacturers which have used model storytelling in distinctive, partaking, and modern methods. Preserve studying!

Examples of Model Storytelling

1. Write with Basic Hollywood Components – Hewlett Packard

HP’s video “The Wolf” tackles a subject that has the potential to appear dry and uninteresting: printer safety. It’s an entertaining story that additionally makes viewers perceive how very important HP’s printer safety software program might be.

Certain, you may not have the funds to function Hollywood stars in your movies, however you possibly can nonetheless study rather a lot from HP’s distinctive strategy to B2B storytelling.

HP’s “The Wolf” dramatically tackles printer safety.

What makes this an incredible model story?

This quick movie is extremely partaking, because it creates a menacing character to characterize the threats corporations face if their printer safety is missing. Utilizing basic good vs. evil storytelling with some film magic presents your product in a extra thrilling manner than it will on paper.

2. Present Off Your Star Staff – Microsoft 

One of many largest corporations on this planet, Microsoft, can also be one of many largest advocates of storytelling as a brand-building tactic. Their Microsoft Story Labs platform highlights workers from each division inside their firm—from researchers to artists to online game builders. 

Screenshot from Microsoft Story Labs page. An example of brand storytelling.
Microsoft highlights workers in its Story Labs platform.

What makes this an incredible model story?

These in-depth profiles illustrate that Microsoft is not only a large company, however a set of distinctive and gifted people. Exhibiting enthusiasm in your workers provides a extra human component to your model and a further connection between model, worker, and client.

3. Humanizing by Addressing Challenges – IBM

The multinational tech company has used storytelling to humanize their firm for many years. Contemplate this TV spot highlighting struggles throughout the American schooling system and IBM’s efforts to enhance colleges throughout the nation. The advert is over 20 years outdated, however nonetheless holds up as we speak for example of highly effective model storytelling.

Screenshot of an IBM ad promoting their donations to schools. An example of brand storytelling.
IBM ran an advert supporting U.S. colleges.

What makes this an incredible model story?

Addressing real-world challenges and displaying how IBM is an answer to them creates a way of involvement with the viewers’s on a regular basis struggles.

4. Put a Highlight on Native Companies – Google

Google Adverts is a online advertising service that almost all B2B entrepreneurs are already conversant in. Google created a video collection referred to as “AdWords Tales” that highlights small companies that use the platform, conveying the life-changing influence it might have.

On this two-minute video, Google tells the heartwarming story of a neighborhood restaurant that used Google Adverts (previously AdWords) on its technique to turning into a $14-million nationwide mail-order enterprise.

Google tells tales of shoppers who use Google Adverts to develop their enterprise.

What makes this an incredible model story?

Each local people has its heroes. Google makes the viewers really feel like they’re a part of a particular story by way of communal efforts whereas showcasing their product.

5. Let Clients Inform Their Personal Success Tales – Salesforce

The favored gross sales expertise firm focuses on a specific sort of model storytelling: They permit their prospects to inform their tales for them. Their Success Tales web page follows purchasers who’ve used Salesforce to develop their companies. 

This can be a tactic that may be simply replicated in your personal enterprise. Merely attain out to high prospects and ask in the event that they’re prepared to speak about their success together with your product—simply as you’d for a case examine.

Screenshot of Salesforce
Salesforce makes good use of buyer case research to inform its model story.

What makes this an incredible model story?

The lesson right here is that this: Don’t underestimate the worth of a great success story. Actually, 90% of consumers who learn constructive buyer success content material declare it influenced their buying choice (Wyzowl).

6. Use Totally different Visible Mediums – Cisco

Cisco is a cutting-edge expertise firm that develops networking and telecommunications gear. Although their companies are very complicated, Cisco makes use of storytelling to humanize the superior expertise they provide to companies.

One nice instance is Sea Change, a narrative of a racing yacht that positive aspects a aggressive benefit utilizing a variety of Cisco Powered applied sciences. 

Screenshot from Cisco's Sea Change campaign. An example of brand storytelling.
Cicso’s Sea Change advert featured their merchandise concerned with yacht racing.

What makes this an incredible model story?

Combining photos, video, and a written narrative tells an thrilling story that showcases the influence of the model’s merchandise. Following a narrative whereas exhibiting new expertise creates an additional component of interactivity.

The plane expertise producer makes use of an old style type of storytelling to nice impact—information articles. On its Options web page, Boeing publishes in-depth information tales that report on their options and the way they’re used internationally. 

Screenshot of Boeing's Feature Stories page. An example of brand storytelling.
Boeing highlights information tales telling how their merchandise are getting used all over the world.

What makes this an incredible model story?

These articles are informational moderately than promotional, however reach constructing the Boeing model by conserving their expertise grounded in present occasions.

8. Make the most of Social Media – Normal Electrical

Visible storytelling could make highly-technical concepts seem extra human and relatable—and there’s no higher instance than Normal Electrical’s social media storytelling. 

On their Instagram web page, GE often posts fascinating photographs and movies that display how their complicated initiatives have an incredible influence on our day-to-day lives. 

Screensho of GE's Instagram page, featuring artful shots of products and employees. An example of brand storytelling.
GE posts clever, human-oriented movies and photographs on their Instagram web page.

What makes this an incredible model story?

Providing a glimpse into how merchandise are made materializes that mysterious area between manufacturing and client utilization.

9. Don’t Neglect to Have Enjoyable – ZoomInfo

In fact, we’d be remiss if we didn’t point out the numerous methods we have now applied storytelling in our personal campaigns. Our in depth Buyer Success web page options detailed testimonials of shoppers who achieved development utilizing ZoomInfo.

Screenshot of ZoomInfo's Case Studies / Customer Success page. An brand storytelling example.
ZoomInfo’s Buyer Success web page options quite a few case research from its purchasers.

What makes this an incredible model story?

Storytelling is an enormous a part of the visible content material we create, and a few of the greatest tales come straight from our prospects. However once we do our personal storytelling, it provides an opportunity to indicate off our personal creativity and ingenuity. 

Key Takeaways of B2B Model Storytelling

We hope these examples gave you some inspiration to make storytelling a much bigger a part of your model advertising and marketing technique. And bear in mind, you don’t want an enormous funds and a wealth of assets to make use of brand name storytelling. Whether or not you’re an enormous or small enterprise, you’ve tales to inform.

So, the subsequent time you construct out an elaborate advertising and marketing marketing campaign, strive pondering like a storyteller moderately than a marketer. You may simply uncover a technique to create a deeper connection together with your viewers. For extra, try our put up on storytelling for gross sales.


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