Storytelling in B2B Marketing: How to Sell to “Boring” People
“Our company was founded in 1995...” — STOP. Nobody cares. How to make B2B communication exciting using Hollywood storytelling rules.
B2B — “Business to Business” — doesn’t really mean company to company. It means Human to Human (H2H). Even the CFO buying your accounting software wants to be the hero. They want less stress and more time. Storytelling is how you show them the path to a better future.
You are NOT the hero (Luke Skywalker vs Yoda)
The biggest mistake companies make: they talk about themselves. “We are market leaders,” “We have the best awards.” Donald Miller’s (StoryBrand) framework says it clearly:
- The customer is the hero (Luke Skywalker): They have a problem (the Death Star — the tax office — is breathing down their neck).
- You are the guide (Yoda): You have the plan and tools (the lightsaber — your software) to help them win.
Your website should tell the customer’s victory, not your greatness.
Case studies as thrillers
“We increased revenue by 20%” is boring. Tell a story: “How a small wood manufacturer was on the edge of bankruptcy and automation saved 50 jobs.” Structure: 1. Setup: Tension and problem. 2. Conflict: Why old solutions failed. 3. Solution: Your intervention. 4. Outcome: A happy ending.
Video storytelling:
A 60‑second video where the customer, on the verge of tears, says your product changed their life sells more than 10 pages of text.
FAQ: B2B Marketing
Shouldn’t B2B be professional and serious? +
Professional doesn’t mean boring. People buy with emotion and justify with logic. If you don’t create emotion, you don’t sell.
How do I start? +
Review your homepage. Is the word “We” used more than “You”? Start by shifting the focus to the customer.
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