Storytelling for B2B Brands

Why storytelling is more relevant and beneficial than ever for B2B marketers

Colleen Wells | Senior Writing Director

While B2C marketers have used storytelling for years, B2B brands have been slower to fully embrace it. There are many reasons for this, but these are the ones we hear most frequently:


B2C storytelling is easier because the stories are more obvious.
Just think about a consumer product you use regularly and enjoy. Your direct, frequent engagement creates memories and associations with the product, making storytelling opportunities more apparent. That’s not to say developing an effective story is easy, but the ability to envision storytelling potential in B2C products can be clearer.


Now think about the microprocessor in your computer. It’s a little harder to think of a personal association or compelling story angle, isn’t it?


The B2B purchase decision is more complex, and ROI is less clear.
Storytelling is driven by emotion, and we often equate emotionally driven decision-making with impulse buys, or at the very least, less rational purchases. Thus, it’s easy to see how storytelling is effective for B2C. Create an emotionally engaging story, motivate an individual to make a single purchase. It can be that direct.


B2B purchase decisions are more complex. Purchases aren’t made quickly; they often represent a sizable investment and require evaluation and buy-in from multiple stakeholders. With so many factors at play and steps in the buying cycle, it’s difficult to measure storytelling’s ROI.

So why storytelling for B2B brands?

Here are a few compelling reasons to make storytelling a priority:


    1. It motivates buyers to act.
      Storytelling is often the simplest way to cut through the complexities of B2B and show potential customers you understand and care about their needs—and can meet them. By sharing relatable stories that connect with your audience on an emotional level, you can inspire buyers to take a closer look at what you have to offer and ultimately make a purchase.
    2. It differentiates your brand.
      B2B purchasing trends have changed, and marketing approaches must evolve to keep pace. By the time today’s B2B buyers are ready to purchase, they’ve already done extensive online research. Because the complexities of B2B can make it harder for customers to understand your brand’s key points of differentiation, weaving a clear, concise, and persuasive story into your marketing can help minimize any uncertainty.
    3. It builds loyalty and drives ROI.
      Consumers increasingly want to do business with companies that align with their values—and they’re often willing to pay more to do so. This is especially true for B2B because purchases often represent long-term investments. Storytelling gets to the core of your brand and helps you attract customers who will stay with you for the long haul because they believe in your mission.


Creating emotional connections with B2B buyers lays a foundation for long-term customer trust and loyalty to grow. With bigger sales opportunities at stake, creating a strong connection with a B2B buyer can result in significant sales and ROI for both the short and long term.


Let’s craft your story.

While the most relevant and powerful brand stories are often very simple, they aren’t always easy to create. You’ll get the best results by having marketing partners by your side who are well versed in storytelling and the intricacies of B2B.


That’s where Oden comes into play. We have comprehensive storytelling and B2B experience, and we’re here to provide guidance on this highly effective marketing approach.


Contact us if you’d like to discuss the potential benefits and power of storytelling for your B2B brand.