Storytelling has long been recognised as an essential element in B2C marketing, but what about B2B? In fact, the most successful business-to-business strategies have proven to be those that go beyond technical information and processes to connect with people on an emotional level. Personal stories have high potential to attract buyers without explicitly selling them a product or service. Vintage has created successful storytelling campaigns for several customers, the most recent example being Chicago Pneumatic.
It is natural that a message makes more sense to readers or viewers when they can relate it to their daily lives. In the B2B environment, where the information can be quite complex or technical, storytelling is especially valuable in making a brand ‘real’ for its target audience. By transforming the sales process into an authentic personal experience, stories bypass the ‘hard sell’ to capture attention in a more tangible and memorable way that stimulates reaction and conversation. Storytelling injects personality and emotion into the communication mix and gives brands a much higher chance of standing out.
The success of storytelling in B2B marketing communication has been illustrated by recent surveys. According to research by Google, 50% of B2B buyers are more likely to purchase a product or service when they connect emotionally with the brand*. Consumers feel confidence and trust when they identify with a company’s goals and mission. The same study also reveals that 71% of B2B buyers tend to select a specific product or service when they see personal value in it*.
Vintage applied all these benefits in a recent lead generation campaign for Chicago Pneumatic, a global manufacturer of power tools, air compressors, generators, light towers and hydraulic equipment. As an overall theme of the campaign, Vintage came up with: ‘It’s not just what we do. It’s who we are.’ Its core is a blog based around real people, Chicago Pneumatic employees, who share their individual stories and experiences linked to specific products.
The campaign is promoted via a dedicated landing page within the Chicago Pneumatic website. Building on the concept, Vintage set up a full digital communication strategy to roll out the campaign. To read more about the project, click here.
* Reference: https://marketinginsidergroup.com/content-marketing/importance-b2b-storytelling
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