Winning with Business Storytelling in the B2B Sector
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Winning with Business Storytelling in the B2B Sector
Transcript of Winning with Business Storytelling in the B2B Sector
Winning
with Business Storytelling in the B2B Sector
Jake AtheyDirector of Marketing
Your Hosts
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I am not an expert.
Key Topics
● The PVC framework to master storytelling
○ Channeling other PEOPLE
○ Using an authentic VOICE
○ Finding the CONNECTION
● Ways to make it stick for any organization
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Laurie Scheer
The Hero’s
Journey
Donna Lichaw
Beginning Middle End
Exposition
Rising Action
CrisisFalling Action
Resolution
IncitingIncident
Climax
Kindra Hall
Normal
New Normal
EXPLOSION*
...It’s inspiring.
PVC and duct tape for a story that sticks
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Great storytelling is channeling other PEOPLE.
-Rajiv Chandrasekaran
PVC
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10,000skus
Make it stick.
Points for channeling other PEOPLE
● Start with “why?”
● Be involved in the customer journey
● Capture the authentic moments
● Make it personal
Great storytelling comes from an authentic and unique VOICE.
PVC
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How does your brand sound, look and feel?
The places to extend your VOICE
● Website
● Whitepapers, Infographics
● Videos & Webinars
● Reports, eBooks, Podcasts
● Tradeshow Displays
● PR & Newsletters
● Sell Sheets / Collateral
● Presentations
● Blog Posts
● Personal Branding
● Social Media & Ads
● Triggered Email Series
● 1-off Email Blasts
● Sales Emails
● Online Community Posts
● Direct Mail
Make it stick.
Points for using tone of VOICE
● Use tone of voice as a differentiator
● Passion is storytelling fuel
● Find interesting ways to say boring stuff
● Connect your dots
Great storytelling requires an emotional CONNECTION.
PVC
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Connections are made in moments.
How was your weekend?
What was the highlight?
Make it stick.
Points to inspire stronger CONNECTION
● It all comes back to moments
● Lead with emotion
● Follow with facts
● Be visual
PEOPLE VOICE CONNECTION
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