B2B Sales and Marketing Tip: Invest In Great Storytelling If You Want to Stand Out

sales and marketingStorytelling is a hot topic in B2B marketing circles and is emerging as a critical best practice to help customers and constituents understand a company’s value and problem-solving capabilities. By ’emerging’ I don’t mean ‘new’, as the idea of great storytelling to convey a message is anything but. By emerging I mean that the concept is being considered more frequently as a core investment within sales and marketing strategies.

That said, many B2Bs are stuck in old-school sales models with traditional, corporate-style branding and messaging approaches.

If you struggle to stand out from the competition, consider investing in Storytelling to help sales teams better connect with target audiences. Below are some great posts and presentations about best practices and tools to help you considerStorytelling as a strategic concept.

Why Good Storytelling Beats Good Selling

  • This is a great visual presentation from Sales Benchmark Index and a great tool for B2B sales teams to improve their ability to consistently build trust and rapport with prospects and customers.

Five Steps to Storytelling with Data

  • I love the best practices and guidelines in this post from Dominic Quigley. Provides a great framework for those wanting to get better at using data as the building blocks for stories and visualization.

5 Steps for Creating Superhero Slides 

  • B2B executives and sales teams often use presentations to engage prospects in their value proposition; whether it be for webinars, face-to-face meetings or local meet-ups. This overview from Aleya Solis is incredibly helpful if you present on a regular basis and/or are looking for specific ideas on how to turn your message into a Story.


By : Lydia Vogtner

Lydia Vogtner is an independent B2B marketing and communications consultant specializing in marketing, messaging and content strategy.

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