Historically, B2B stories were considered ‘mushy’ marketing — emotional instead of the traditional logical, technical, or specification-based business marketing. But, with the volume of businesses doing business online, it’s harder to get heard in the crowd. Stories are the way to solve that and grab attention.
Transactional content no longer cuts it. In the past, B2B was treated as two businesses interacting. This is no longer the case. Maybe it never was. Business-to-Business deals still rely on human interactions and relationships.
One sure way to get the buyer’s attention is by telling stories. We’re so hardwired for stories, it’s almost impossible not to read them.
So the demand for stories has spread far beyond case studies on a static web page.
Here’s what you need to know to take advantage of the need for more B2B stories — an opportunity you may want to capitalize on.