Storytelling – Harness the power of narrative and weave it into your B2B marketing strategy

storytelling-origins of storytelling-intracon

23 Sep Storytelling – Harness the power of narrative and weave it into your B2B marketing strategy

The origins of storytelling

Storytelling is a powerful tool that enables us to connect with people around us on an emotional level; and for this reason, it is an effective instrument of influence and persuasion.

When Storytelling is used correctly, with style and impact, it can help attain sales objectives by building a narrative around the products and services and help develop a relationship with the customer.

Before the advent of radio or television, people gathered around the fire to tell stories, as a primitive form of entertainment, nowadays, digital media and streaming platforms have replaced the fire, and they are undoubtedly an effectual tool of influence today within the B2B market.

Effectively use a storytelling B2B strategy

Marketing strategies can be built around feelings of happiness, sadness, fear and hope. In the modern age of marketing, Storytelling is a crucial part of brand implementation and awareness. The delivery of the campaign is an important component, using human connections through the narrative, tapping into emotions; to give an example, empathy and fear are common targeted emotions.

To give an example of this, the slick cinematic “Philips Presents: The Longest Night” ( which shows how a company can understand people’s feelings to create deeper relationships between customers and employees and transform the future of the company.

 The execution

To adequately tell a constructed story, there is a 3-pillar basic structure to follow to guarantee audience attention.

  1. The hook: this is the moment when the audience is taken by surprise, their attention is grabbed by establishing an emotional connection; the goal is to keep it for long enough to get them passionately involved in the campaign. “The Longest Night,” by Philips tells the story of Páll Pálsson, an Islandic trawler fisherman who spends days at sea without sleep and has developed chronic conditions as a result. The visual marketing piece cleverly interweaves an emotional story around the message that nearly half of Icelandic fishermen suffer from sleep-related disorders that are fully treatable using Philips sleep technology.
  2. The next step is to incorporate collaborative storytelling; this is done very effectively with “The Future of Business Has Feelings: SAP Experience Management.” ( Where the actor Clive Owen continuously asks the viewer questions, and the following them up with quirky and often hilarious social vignettes which do not fail to communicate the message that user experience is the essential part of any technology today and SAP can be operationalised and adjusted according to a businesses process needs.
  3. Finally, the resolution. The audience has been taken on an emotional journey; a natural empathetic response has been stimulated through the medium of Storytelling. Did you know that 70% of viewers who experienced an emotional response to a campaign were more likely to buy the product because they have connected emotionally to the brand?


So to put it bluntly, we as a species are addicted to stories. An emotional event will resonate in the minds of an audience, long enough for them to emerge transformed and be invested in a product. Cleaver the marketing strategist harness this power to produce a successful story infused campaign that reaches out and makes us ponder the world around us because after all our lives are infused with narratives; they are a set of stories we tell ourselves about our past, present. They provide meaning to our everyday lives, and that is why they are so relevant and, in B2B and B2C marketing today.

For more information contact with Intracon Spain.


Júlia Tomàs
Project Manager en Intracon Spain

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