Effective Storytelling for B2B Marketing

Faced with a deluge of content, a war for the attention of B2B buyers is being waged. In a Martini world of “any time, any place, anywhere” marketing, this struggle has become ferocious. For B2B marketers, it sometimes feels as if all of the team’s energy has gone to managing the complexity of omni-channel, data-driven marketing, rather than coming up with engaging content that talks to buyers as people. Because storytelling engages audiences, it can help win this battle for attention. That’s easy to say, but harder to execute: while marketers typically spend 60-80% of their day writing, they aren’t always good at telling stories. And ITSMA’s annual survey of critical marketing skills continues to show storytelling as a top 10 competency that is valued by B2B organizations. Like with all skills, the more you use it, the better you get at it. But how do you get going? And what are the experts’ favorite tips? During this webcast, three practitioners will share their experiences: -Vincent Rousselet, VP, ITSMA, will provide a simple and practical toolkit for storytelling, as well as a few secret sauce ingredients marketers can get started with. -Andy Philp, Solution Product Marketing Lead, VMware EMEA, will share how storytelling is being used in communicating, highly effectively, one of the company’s key offerings. -Jeff Barak, Corporate Editor, Amdocs, and former editor-in-chief of the Jerusalem Post, will describe the role and value of a corporate editor in a B2B context, and the cross-over with journalism. (There were intermittent audio issues during this webinar, if you encounter this on demand please be assured that the issues were temporary and we advise you to skip on 5-10 seconds each time it occurs).