Storytelling for B2B companies

B2B content marketing for complex tech and industry solutions

Although, long established in the B2C sector, only a few industrial and technology companies rely on storytelling.
When using stories, customers are equally addressed whether acting privately or on behalf of their company. Because even in the B2B sector, we don’t sell our products to companies, but to people.
Our portrino content team has briefly compiled some important reasons why you should also include business storytelling in your marketing strategy.
Curious? Contact us!

  • Storytelling - portrino GmbH
  • Storytelling - portrino GmbH
  • Storytelling - portrino GmbH

Although, long established in the B2C sector, only a few industrial and technology companies rely on storytelling.
When using stories, customers are equally addressed whether acting privately or on behalf of their company. Because even in the B2B sector, we don’t sell our products to companies, but to people.
Our portrino content team has briefly compiled some important reasons why you should also include business storytelling in your marketing strategy.
Curious? Contact us!

Better content through storytelling for B2B

Even if your products or services are technical and complex, storytelling can be used to describe them in human terms. This is easy to demonstrate with an example: Think back to your last video call. What do you remember? The transmission speed of the video call provider or the fact that you successfully presented your solution despite being 1,000 kilometers away? The focus should not be on the descriptions of products or services, but on the problem for which you offer the solution.

By telling the stories and experiences of your customers, your products and services become more tangible. The target group identifies with the hero or heroine of your story. They recognize their own problems and see their own path to success right in front of them. They get to know the people behind the solution and see that you truly understand their problems. In the end, they contact you with their own success in mind.

Consumer behavior in the B2C and B2B sectors has changed dramatically in recent years, moving away from purely satisfying needs to fulfilling demands with added value. With storytelling, you can show your customers that your product or service is not just a tool with outstanding features, but also simplifies their lives: for example, by saving them more time or improving quality thanks to automation and the digitization of existing processes.

In doing so, you position yourself and your solution as an everyday hero, instead of just a bullet point list with empty phrases. Because added value becomes clearer and more credible by example than if you just talk about “increasing performance efficiency”.

You know when you’re watching a series and you just want to peek at the next episode for a very brief five minutes to resolve that nasty cliffhanger? And suddenly that five minutes has turned into two more episodes?

This need to break the tension and find out what happens next can also be used in B2B marketing. With storytelling, users are more inclined to scroll down your website while carefully (!) reading the entire text. They genuinely want to know how the hero is doing and find out how all the goals are achieved in the end.

Storytelling uses more words and phrases to present your solution and its added value, while reducing bounce rates despite longer texts. This translates to a better ranking in search engines and thus even more users who read up to the last contact button. In short: storytelling boosts interest and increases inquiries.

Of course, this also works for videos, podcasts or print products.

Emotions in connection with tech and industry solutions? Many still see this as a contradiction, for fear of losing their own professionalism. Yet emotions connect people every day. Simple narrative journalism, storytelling is a tool that allows you to tell stories full of emotion, while keeping the expertise and added value of your solution in the foreground. A symbiosis of know-how and emotions. Stories connect you with your target group, the sharing of experiences makes solutions more tangible and positions you as an experienced collaborator for the common goal. Trust and closeness result.

Want to be at the forefront and take your B2B content marketing to the next level with storytelling?

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