How to Win With Storytelling in B2B Marketing And Drive Growth

In the latest episode of Predictable B2B Success, we dive deep into the transformative power of storytelling in B2B marketing with Jarie Bolander. As businesses grapple with a democratized market, Bolander believes “the best story wins.” Transitioning from an engineering career to marketing, he shares how personal circumstances and his innate ability to simplify complex ideas propelled him to master the art of storytelling.

Throughout the episode, Bolander underscores stories’ critical role in distinguishing brands. Companies can craft narratives that resonate deeply by focusing on the customer’s problem and positioning businesses as trusted mentors. Bolander explains how storytelling creates memorable, repeatable, and emotionally evocative content that drives sales and internal alignment. Discover how aligning employee buy-in with a compelling brand story can navigate the cluttered content landscape and why leading indicators are crucial in gauging your marketing effectiveness. Dive in and learn how to make your business the hero of your next story!

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About Jarie Bolander

Jarie Bolander is a forward-thinking entrepreneur and marketing strategist who firmly believes in the unparalleled potency of storytelling as a marketing tool. With an acute awareness of the democratization of production, Jarie aligns with the progressive insights of industry leaders, including Sam Altman, but remains skeptical of exaggerated claims. Jarie champions the irreplaceable value of human creativity and compelling narratives, acknowledging that automation will dissolve many rule-based, repetitive marketing tasks. His vision underscores that in a world swept by AI, the art of storytelling will remain the ultimate differentiator.

Storytelling in B2B Marketing: The Secret Weapon for Business Success

In today’s crowded marketplace, B2B companies are constantly searching for ways to stand out and capture the attention of potential clients. While many marketing strategies come and go, one timeless approach continues to prove its worth: storytelling. As Jarie Bolander, CEO of Story Driven and marketing expert, emphatically states, “Best story wins. Full stop.”

This blog post will explore the power of storytelling in B2B marketing, drawing insights from Jarie Bolander’s experience and expertise. We’ll delve into why storytelling matters now more than ever, how to craft compelling narratives and provide actionable takeaways for businesses looking to leverage this powerful tool.

The Enduring Power of Storytelling

In an age of automation and AI-driven marketing, it’s easy to assume that traditional methods like storytelling might become obsolete. However, Jarie Bolander argues that the opposite is true:

“Everything is democratized when it comes to producing stuff. Look at AI right now as an example. Literally, I think it was Sam Altman that said, 95% of marketing is gonna go away because I’m gonna automate it. Now I don’t believe him, and he’s, of course, got his own vested interest in that, but he’s there’s some truth in that. And the truth in that is that the rules based rudimentary tasks are will be automated. And if you wanna stand out above the noise, if you wanna stand out above the crowd, if you want people to pay attention to you, you gotta tell the better story.”

This perspective highlights a crucial point: as more marketing tasks become automated, the ability to craft and tell compelling stories becomes an even more valuable differentiator. It’s the human touch that can’t be replicated by algorithms and AI.

Why Storytelling Matters in B2B Marketing

1. Emotional Connection: While B2B decisions are often portrayed as purely rational, the reality is that emotions play a significant role. Bolander explains: “We think that we’re very logical, rational, reasonable people that make decisions based on data. And that’s mostly bullshit because we actually don’t make it a 100% on data. We end up justifying our decisions based on data, but, really, it’s how we feel about interacting with the product, its copy, its overall, like, resonance on the the problem we’re trying to solve.” Stories can evoke emotions and create connections that data alone cannot achieve.
2. Memorability: In a sea of information, stories stand out. As Bolander puts it: “Which is remembered gets repeated. And that which gets repeated becomes truth. Right? So stories, typically, really good stories are easy to remember, easy to repeat, and hit on a core emotion that you, for whatever reason, feel.” By crafting memorable stories, B2B companies can ensure their message sticks in the minds of potential clients.
3. Simplifying Complex Ideas: B2B products and services are often complex. Storytelling provides a way to make these concepts more accessible. Bolander considers this one of his superpowers: “I have this uncanny ability to explain complex things simply. And I don’t I think it’s because of my engineering background or whatever it is, but my gosh. I I roll into some of these clients, and I’m just like, wow. Someone’s gotta simplify it.” This skill is invaluable in B2B marketing, where explaining the value proposition clearly can make or break a sale.

Crafting Compelling B2B Stories

1. Focus on the Customer’s Problem

One of the most common mistakes B2B companies make is focusing too much on themselves rather than the customer’s problem. Bolander emphasizes:

“I think businesses sometimes get too wrapped up in what they do and not the problem they solve for customers. At decision council, we’re all outcomes focused when it comes to messaging and positioning and strategy and portfolio rationalization, all the things that you need for solid b two b, go to market strategy. Right? And I’m always shocked that not a lot of businesses initially put the customer as what problem am I solving for you? What’s the solution to your problem?”

Actionable Takeaway: Before crafting your story, clearly identify the specific problem your product or service solves for your customers. Make this the central focus of your narrative.

2. Position the Customer as the Hero

Bolander introduces an important concept from storytelling theory:

“I think that comes from the fallacy that the company is the hero of the story. They’re not the hero of the story. The company is not the hero. The customer is the hero. You happen to be the mentor. So you’re Obi Wan to loop. Right? Your job as the mentor is to make the hero successful.”

Actionable Takeaway: Reframe your marketing narratives to position your customer as the hero of the story, with your company as the guide or mentor who helps them succeed.

3. Identify Your Unique Value Proposition

You must understand what makes your company unique to create a compelling story. Bolander suggests:

“I believe that every company has some unique thing that no one else has or some combination of things that makes them special. And that special secret sauce is what you gotta figure out to win because you gotta find the customers that want that secret sauce.”

Actionable Takeaway: Conduct a thorough analysis of your company’s strengths, capabilities, and unique offerings. Use this “secret sauce” as a key element in your story.

4. Simplify Complex Ideas

In B2B marketing, there’s often a tendency to overwhelm potential clients with technical details. Instead, focus on simplifying your message. Bolander shares:

“I always like to say I can explain stuff to your grandmother. Like, I could probably explain quantum physics to your grandmother, but I think that’s it. And the reason I choose that one is because it’s such a one, it’s such a needed skill, and, 2, it’s like the intersection of marketing and technology.”

Actionable Takeaway: Practice explaining your product or service in simple terms. You’re on the right track if you can explain it to someone outside your industry.

5. Evoke the Right Emotions

While B2B decisions aren’t purely emotional, feelings do play a role. Bolander gives an example:

“Now the difference between the 2 is relatively small in terms of functionality. They get can find and search for leads and get emails and then email or call them or whatever. Right? So it’s prospecting tool, 1st and foremost. Then it might have some intent data or whatever, but it’s generally a prospecting tool. But there’s a difference between them. The difference is that one of them is 10 x most more expensive than the other. And you all gotta ask yourself why. Like, why? Why is that? So as you interact with them, you get a sense and a feeling depending on who you are.”

Actionable Takeaway: Identify the emotions that drive decision-making in your industry (e.g., fear of missing out, desire for innovation, need for security). Craft your stories to evoke these specific emotions.

Implementing Storytelling in Your B2B Marketing Strategy

1. Audit Your Current Marketing Materials

Review your existing marketing content through the lens of storytelling. Are you focusing on your company’s features, or are you telling a compelling story about how you solve customer problems?

Actionable Takeaway: Create a checklist based on the principles discussed (customer focus, simplicity, unique value proposition, etc.) and evaluate your current materials against it.

2. Develop Customer Personas and Journey Maps

To tell effective stories, you need to understand your audience intimately. Develop detailed customer personas and map out their journey from problem recognition to solution implementation.

Actionable Takeaway: Interview existing clients to gather real-life stories and insights. Use these to create rich, detailed personas and journey maps.

3. Create a Brand Story Framework

Develop a consistent framework for telling your brand’s story across all marketing channels. This should include your company’s origin, mission, values, and how you help customers succeed.

Actionable Takeaway: Host a workshop with key stakeholders to develop your brand story framework collaboratively. Ensure it aligns with Bolander’s “big idea” concept – why your company exists, what pain you solve for customers, and what makes you unique.

4. Train Your Team in Storytelling

Effective storytelling shouldn’t be limited to the marketing department. Everyone in your organization should be able to tell your company’s story.

Actionable Takeaway: Organize storytelling workshops for your entire team. Practice crafting and delivering stories about your company, products, and customer successes.

5. Incorporate Stories into All Marketing Channels

Look for opportunities to incorporate storytelling across all your marketing efforts – from your website and social media to sales presentations and customer support interactions.

Actionable Takeaway: Create a content calendar with story-based content for each marketing channel. This could include customer success stories, employee spotlights, or narratives about your product development process.

6. Measure and Refine

Like any marketing strategy, your storytelling efforts should be measured and refined over time.

Actionable Takeaway: Set up metrics to track the performance of your story-based content (e.g., engagement rates, time on page, conversion rates). Regularly review and adjust your approach based on these insights.

Overcoming Challenges in B2B Storytelling

While storytelling is powerful, it’s not without its challenges in the B2B space. Bolander candidly shares:

“Not all stories not all great stories win, just not all awesome novels are New York Times bestsellers. Not like all awesome memoirs that I wrote about my late wife Jane or I would never trust bestsellers. It’s just not. Doesn’t mean they’re not good. It just means I haven’t found the audience or you haven’t found the audience.”

This insight highlights an important point: even great stories might not resonate if they don’t reach the right audience or address a genuine need in the market.

To overcome this challenge:

1. Continuously Test and Iterate: Don’t assume your first attempt at storytelling will be perfect. Continuously test different narratives and approaches with your target audience.
2. Seek Feedback: Regularly solicit feedback from customers, prospects, and lost deals. Understanding why your story did or didn’t resonate can provide valuable insights for improvement.
3. Stay Flexible: Be prepared to pivot your story if market conditions or customer needs change. A story that worked last year might not be as effective today.
4. Combine Stories with Data: While stories are powerful, they should be backed up by solid data and results. Use a combination of emotional storytelling and factual evidence to create a compelling case for your product or service.

Conclusion: The Future of Storytelling in B2B Marketing

As we look to the future, the importance of storytelling in B2B marketing is only set to increase. In a world where AI and automation are becoming more prevalent, the ability to craft and tell compelling human stories will be a key differentiator for businesses.

Jarie Bolander’s insights remind us that, at its core, B2B marketing is still about human connections. By focusing on solving customer problems, simplifying complex ideas, and evoking the right emotions, B2B companies can create stories that resonate deeply with their target audience.

Remember, as Bolander says, “Best story wins. Full stop.” By implementing the strategies and actionable takeaways outlined in this post, you can ensure that your B2B marketing efforts are not just informative, but truly compelling and memorable.

The power of storytelling in B2B marketing lies not just in the stories you tell but also in how those stories make your customers feel—empowered, understood, and confident in choosing your solution. Master this art, and your B2B marketing efforts will yield better results than ever before.

Some areas we explore in this episode include:

• Importance of Storytelling in Marketing: Jarie Bolander emphasizes that the best story wins in a democratized market, and storytelling is a key differentiator for businesses.
• Transition from Engineering to Marketing: Bolander shares his story of transitioning from engineering to marketing due to personal circumstances, including his wife’s illness and eventual passing.
• Simplifying Complex Ideas and Storytelling: Bolander discusses his superpower in breaking down complex ideas into simple, compelling stories.
• Focus on Customer Problems: The need for businesses to focus on solving customer problems rather than just highlighting their offerings.
• Businesses as Mentors, Customers as Heroes: How companies should position themselves as mentors, making customers the hero in their brand story.
• Challenges of Crafting a Compelling Story: The difficulty in creating a story that resonates with the right audience and finding unique aspects that make a company special.
• Emotional Elements in Decision-Making: The impact of emotions in B2B decision-making processes and how stories that evoke core emotions are more memorable and repeatable.
• Employee Ambassadors and Internal Alignment: The role of employee ambassadors in aligning company goals with public interactions and the importance of internal buy-in for marketing success.
• Navigating Abundance of Uncurated Content: The challenges of managing excessive content in B2B marketing and the value of scorecard marketing in guiding prospects towards solutions.
• Tools and Metrics for Lead Generation and Marketing: The use of tools like Poly and Syminfo for lead generation and the importance of leading indicators such as customer surveys, feedback, conversion rates, and referrals in assessing marketing effectiveness.
• And much, much more…

Listen to the episode.

Related links and resources

Connect with Jarie Bolander

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