In general, the goal of all B2B marketing is to encourage and promote some sort of action from your target audience. This action ranges from a purchase, a click, opening an email, etc. Regardless of the intended action, B2B marketing today must tell a story. The most successful businesses today are recognizing the importance of storytelling to breed target market action. Telling a brand story reaches audiences on a deeper level. Some of the largest, most successful B2B organizations today are utilizing the power in telling a brand story.
One of the biggest misconceptions lies in B2B aversion to tapping into emotional selling. Yes, even organizations are run by people and emotion. Therefore, winning B2B brand building campaigns still tap into these emotions by telling a story about the brand, its product, or how one of the many internal functions operates. Shedding even a slight light on the internal workings of a company delivers a transparency that often translates to lead generation, widening of the target market, and an increase in sales.
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