The power of storytelling in B2B: connecting with your audience on an emotional level
- Paola Piccinno
- May 14
- 2 min read
Updated: Jun 4
This must be my favourite part of the workshops I run with organisations of all sizes and industries. It’s the part when I remind the audience that, even in the B2B world, decisions are made by humans. And humans are driven by emotions.
That's where storytelling comes in. It's the secret weapon (not that secret really, but it does sadly get misused often in B2B) for cutting through the noise, building genuine connections, and making your brand memorable.
It sounds so simple, right? But that does not necessarily mean that it’s easy, otherwise more brands would be doing it.
So, let’s get right away into the “Why?” behind this. Why does storytelling matter in B2B?
It makes you (your whole sales team, your brand…) human: people (yes, that’s us!) connect with stories, not spreadsheets or whitepapers. Sharing your brand's story, your values, and your mission humanises your company and builds trust. Stop selling features, and start telling stories instead. With every client I work with, I am on a mission to humanise their B2B marketing strategies and help them connect with their audience on a much deeper level. Product specs don’t do that.
It cuts through the clutter: in a world of information overload, a well-crafted story can capture attention and make your message stick.
It builds emotional connections: stories tap into emotions, creating a deeper resonance with your audience and making your brand more relatable.
It differentiates you from the competition: what makes your business unique? Your story, your people, how you do things. Leverage those to stand out in a crowded market.
It drives action: a compelling story can inspire your audience to take action, whether it's downloading a resource, requesting a demo, or even making a purchase.
‘Yes Paola, I get it. But how do I start telling compelling B2B stories? I am not Airbnb or Uber?’
Know your audience: who are you trying to reach? What are their pain points? What’s keeping them up at night? What are their aspirations? Tailor your stories to resonate with their specific needs.
Focus on the "why": don't just talk about what you do; talk about why you do it. What's your purpose? What's your mission? Connecting with your audience on a deeper level will build stronger bonds.
Keep it real: authenticity is key. Share real stories about your customers, your employees, or even your own journey. Vulnerability – done gracefully - builds trust.
Show, don't tell: use vivid language, compelling visuals, and concrete examples to bring your stories to life. Let that creative team have fun on your next B2B strategy brief and brainstorming session!
Make it actionable: what do you want your audience to do – and feel - after hearing your story? Include clear call to actions that align with your business goals.
