ICYMI: Storytelling for Business to Business Marketing

June 8, 2017

Just in case you missed the annual Madex/Markex Expo, don’t worry, we’ve got you covered.

Held in Johannesburg on the 7th – 8th of June 2017, the expo brought together the best minds in marketing, advertising and design. Our very own, Joggie Meyburgh took to the cinema theatre stage and captivated the audience with great examples of how businesses have used storytelling to make themselves successful.

Much like consumer marketing, business to business (B2B) marketing is about meeting the needs of your clients in a way that brings them added value. For successful B2B marketing, it’s important for businesses to elicit a response best suited to their client. An emotionally engaging marketing strategy works well to stimulate the heart, whereas a rational one is better suited for clients that require more data and information before committing to the sale.

Consider what type of client you’re speaking to – how can you appeal to their emotions in a way that will make them want to buy into your story? Additionally, you should carefully consider what type of product you’re selling.

In the digital era, marketers have the challenge of dealing with very short attention spans and fighting through pools of information overload to make their products and services known. Clever storytelling that appeals to the right emotions is the best way to cut through all of this. It’s human nature to communicate and as humans, we love things that we can connect with on an emotional level.

Get personal, be specific about what type of story you are telling and most importantly, be honest with your audience about your business. Storytelling is not just reserved for children’s fables. Instead, use this tool to ensure your marketing is able to reach your consumer’s hearts. After this, the sales will surely follow.