Everybody loves stories. And so do B2B and SaaS customers. A striking instance is the GoogleMy Business commercial. Without explicitly talking about any product features, this SaaS commercial quickly evokes a sense of a better life by adding your business to the map. In just 60 seconds, it convinces effortlessly. B2B and SaaS represent a dynamic realm where innovation and technology intersect and surprisingly this world is often marked by absence of storytelling.
Far from being confined to bedtime tales, storytelling is an influential force capable of redefining your B2B and SaaS strategy. Join us as we embark on a journey through the world of B2B storytelling, discovering how the art of narratives has the power to reshape engagement, foster connections, and pave the way for unparalleled success.
Why is Storytelling Critical in B2B Marketing: 5 Benefits
Imagine a world where your software isn’t just lines of code, but a character in a story – a story that resonates with your customers. That’s the magic of storytelling. It’s the art of transforming technical features, facts and data into relatable, human experiences. In the realm of B2B and SaaS marketing, this magic holds immense power
#1 Builds emotional ties
Storytelling taps into the emotions of audiences, making your brand memorable. It goes beyond the traditional sales pitch and allows the subconscious mind of buyers to visualize the application value of products/services.
#2 Triggers Relatability
Sharing relatable customer stories helps prospects see themselves benefiting from your solution.
Reframing raw data and information into a narrative also adds a deeper layer to audience engagement. They tend to mellow down and become more receptive to your message.
#3 Creates Engagement
Engaging narratives capture attention, making your content more shareable and increasing brand visibility.
#4 Simplifies complexity
Complex technical details become approachable and understandable when wrapped in a compelling story. The story sticks in the minds of buyers keeping them hooked throughout the buying journey.
#5 Establishes Trust
Stories of successful implementations showcase your product’s credibility and build trust.
What Are The Types Of Storytelling Frameworks?
Finding the perfect storytelling framework is akin to selecting a lens that captures the essence of your narrative. Consider these four compelling frameworks to consider:
#1 Hero’s Journey
Lead your audience through a transformative odyssey, with your product serving as their guiding force to conquer challenges.
#2 Problem-Solution-Impact
Articulate a relatable audience challenge, introduce your solution, and underscore the positive impact it delivers to customers. It’s in some ways similar to Donald Miller’s leading ‘storybrand framework’ that focuses on the ‘Character’(audience and their pain point), the ‘Guide’ (the brand), and the ‘Plan’ (how the brand might solve the problem). Miller’s even goes out and captures what success looks like for the Character as well as the potential pitfalls, if audience chooses a non-brand (read competitor) solution.
#3 Customer Spotlight
Spotlight individual customers and unveil their journey to success, illuminating the tangible value of your solution.
#4 Pixar Story
This now legendary framework allegedly attributed to Pixar story artist Emma Coats is based off of these 7 stages:
- Once upon a time there was ____________
- And every day ____________
- Until one day ____________
- And because of this ____________
- And because of this ____________
- Until finally ___________
- And ever since that day ___________
“In shorter stories you may have only one ‘because of this,’ but you need at least one.”
Explainer videos and founding stories are among some use cases you can try out from this framework, also called ‘The Story Spine.’
Check out this post from Nels Challinor on how to apply this framework to non-profit storytelling.
Other popular frameworks like the Freytag’s Pyramid or the 3-Act Structure etc. are either shorter or more dramatized/nuanced versions of various frameworks that we discussed in this article.
Ever Heard of David JP Phillips Unique Storytelling Technique?
The TEDx Stockholm speaker David revealed what’s lesser known but very powerful and functional technique based on the neuroscience of our emotions.
Whenever storytelling, induce one of these three hormones in the brains of your audience for super-engaged audiences—Dopamine, Oxytocin, and Endorphin.
- Triggering Dopamine engages your audience, heightening focus and motivation. Use suspense and cliffhangers to keep them hanging on your every word.
- Elicit Oxytocin to foster trust and connection. Craft empathetic or relatable characters for an authentic bond, inducing relaxation and rapport.
- Infuse endorphins for heightened creativity and relaxation. Inject humor to trigger laughter, enhancing both focus and imagination.
Top 25 Books on Business Storytelling You Just Can’t Miss
If you are a marketer, business leader, founder, or startup owner, explore these 25 timeless books ever written to supercharge your storytelling prowess and open doors to a business world of impact and imagination.
1) Wired for Story: The Writer’s Guide to Using Brain Science to Hook Readers from the Very First Sentence by Lisa Cron:
Discover the science behind gripping narratives and learn how to craft stories that leave a lasting impact.
2) Bird by Bird: Some Instructions on Writing and Life by Anne Lamott:
Embark on a writer’s journey through practical insights and inspiration, regardless of your writing experience.
3) The Anatomy of a Story: 22 Steps to Becoming a Master Storyteller by John Truby:
Master the art of storytelling with comprehensive guidance, from character development to plot mastery.
4) Resonate: Present Visual Stories that Transform Audiences by Nancy Duarte:
Elevate your communication skills through powerful visual storytelling, perfect for the business realm.
5) Long Story Short: The Only Storytelling Guide You’ll Ever Need by Margot Leitman:
Brush up on the essentials of storytelling for a solid foundation in creating compelling narratives.
6) Story Trumps Structure: How to Write Unforgettable Fiction by Breaking the Rules by Steven James:
Challenge conventional norms, focusing on emotionally engaging narratives that defy traditional structures.
7) Made to Stick: Why Some Ideas Survive and Others Die by Chip and Dan Heath:
Acquire the skills to make your stories memorable, harnessing the art of crafting ideas that stick.
8) Big Magic: Creative Living Beyond Fear by Elizabeth Gilbert:
Conquer creative barriers and dive into a life of boundless imagination and innovation.
9) The Storytelling Method: Steps To Maximize a Simple Story and Make It Powerful, Inspiring, and Unforgettable by Matt Morris:
Hone your unique storytelling style through exercises and prompts, breathing life into your narratives.
10) Business Storytelling for Dummies by Karen Dietz and Lori Silverman:
Elevate your business acumen with storytelling finesse – from structuring narratives to impactful delivery.
11)Tell Me a Story: Narrative and Intelligence by Roger Schank:
Explores how stories are the foundation of human intelligence and how we can use them to learn, remember, and make decisions.
12) What’s Your Story? The Essential Business Storytelling Handbook by Adri Bruckner, Anjana Menon, and Marybeth Sandell:
Unlock the art of impactful storytelling in the business world with expert guidance and practical strategies.
13) The Storyteller’s Secret: How TED Speakers and Inspirational Leaders Turn Their Passion into Performance by Carmine Gallo:
Discover how TED speakers and leaders use storytelling to captivate audiences and excel in their pursuits.
14) Let the Story Do the Work: The Art of Storytelling for Business Success, by Esther Choy:
Harness the power of storytelling to achieve business goals with practical insights and techniques.
15) Five Stars: The Communication Secrets to Get from Good to Great by Carmine Gallo:
Elevate your communication prowess using storytelling as a potent tool for effective engagement.
16) Data Story: Explain Data and Inspire Action through Story by Nancy Duarte:
Master the art of using storytelling to make data engaging and persuasive, unlocking its potential.
17) Stories for Work: The Essential Guide to Business Storytelling by Gabrielle Dolan:
Navigate from storytelling basics to advanced techniques with this comprehensive guide for business storytelling.
18) Stories at Work: Unlock the Secret to Business Storytelling by Indranil Chakraborty:
Forge connections, influence outcomes, and achieve business objectives through impactful storytelling.
19) Story 10x: Turn the Impossible into the Inevitable by Michael Margolis:
Transform your business vision using storytelling to create compelling narratives that drive success.
20) Unleash the Power of Storytelling: Win Hearts, Change Minds, Get Results by Rob Biesenbach:
Persuade, motivate, and inspire with storytelling techniques that drive results and change minds.
21) Putting Stories to Work: Mastering Business Storytelling by Shawn Callahan:
Craft and deliver effective business stories using a step-by-step guide for impactful communication.
22) The Power of Data Storytelling by Sejal Vora:
Learn to leverage data to craft informative and persuasive narratives for compelling storytelling.
23) Whoever Tells the Best Story Wins by Annette Simmons:
Discover how storytelling prowess is a pivotal factor for achieving success in the business realm.
24) Once Upon an Innovation: Business Storytelling Techniques for Creative Problem-Solving by Jean Storlie and Mimi Sherlock:
Uncover innovative problem-solving strategies through the art of business storytelling.
25) First-Time Leader: Foundational Tools for Inspiring and Enabling Your New Team by George Bradt and Gillian Davis:
Equip yourself with storytelling tools to inspire and motivate your team as a first-time leader.