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The Importance of B2B Storytelling and Emotional Connections

B2B companies are charged with the unique task of marketing to individuals while selling products to serve entire businesses. B2B storytelling engages your target customers and fosters a connection between you and the buyer. Read on to learn the importance of storytelling in your B2B marketing strategy.

B2B Storytelling and Emotional Connection

Regardless of your industry or the type of buyer you’re marketing to, everyone loves a good story. And just like B2C customers, B2B buyers are influenced by their emotions and typically listen to their gut.

As you formulate your B2B marketing strategy, capitalize on the emotional aspect of purchase decisions. Your target buyer must make choices that affect not only themselves but their entire company. Create a brand story that addresses both their desires and concerns, then provide the solutions they’re searching for.

Storytelling is powerful, especially in B2B marketing campaigns, because it inspires and motivates. Telling your brand story connects your business with the buyers you’re targeting. It associates positive emotions with your brand. And it sells your product without being blatantly pitchy or over the top with self-promotion.

B2B storytelling is a practical, powerful marketing tool that engages prospective buyers in a high-competition environment.

 How to Tell Your Brand’s Story

All the best stories across time follow an arc that takes readers from beginning to end. In the case of B2B storytelling, you’ll follow the same arc of introducing the conflict, reaching the climactic middle, and then finishing with a resolution. Breaking down your brand story into these three components engages your customers and earns you more conversions. 


B2B buyers have come to your site because they have a problem. As you craft your brand story, specifically address your customers’ pain points or problems. Please do this in a straightforward yet polite way, and ensure you’ve accurately identified their issues. Knowing your customer through creating buyer personas helps you pinpoint their biggest problems.


Once you’ve laid the conflict on the table, present to your customers the solution, they’re searching for. Show them how your business has the products and services to meet their needs.


Now that you’ve explained how your company has the solutions your buyers need wrap up your story. Use specific examples and imagery –– and data, when possible –– to describe how your buyers’ businesses (and lives) are improved thanks to your products.

In all three components of your storytelling, address your buyers’ humanity. Then, utilize emotion to craft an engaging, compelling narrative that draws shoppers in and converts them into customers.

Get Your B2B Storytelling Right

Knowing the right components of your brand’s story is just the beginning of creating an effective storytelling strategy. Below are a few practical steps to writing –– and tell –– a compelling brand story.

Focus on Your Audience

Highlighting your product features shouldn’t be the focus of your B2B storytelling. Remember, your buyer is at the heart of your storytelling campaign. So instead of rehashing product features or upgrades, zero in on your brand voice and the way you make your buyers feel.

Other companies might have products or services like yours. But no one has your brand voice, and no one can connect with your audience like you can. So as you build your B2B storytelling strategy, prioritize your brand’s voice and how your message translates across platforms.

Ask for Input

B2B storytelling isn’t a one-way street. Buyers want to engage with your brand, and they want to be heard. So use social listening to ask buyers for input. Customers want you to ask for their input, and they love when a brand responds directly to their ideas or questions.

Fill in the Talent Gap

If you’ve spent any time working on B2B storytelling, you know it’s not as simple as putting words on the page. Effective storytelling that communicates your company’s unique strengths while capturing your target audience requires talent, company knowledge, and time.

Put together a professional, capable team to build a storyboard. Cohesive storytelling across your brand requires a team working together to make sure it gets done on time and in a unified, effective manner.


Utilizing storytelling as part of your B2B marketing strategy engages your audience in a new way. Storytelling does more than sell; it fosters a meaningful connection with your buyer. And when you can meet a customer where they are, you develop long-term relationships that benefit you both.