Launching a website is an exciting step for your business, but ensuring that it achieves everything you need it to can be a challenge. From displaying the correct information in a coherent way, to being accessible and intuitive for all, websites must go far beyond the initial ‘visual impact’.

Our world is changing at a rapid pace. New technology and trends cause regular disruption within the B2B industry, forcing brands to adapt to the demands of modern B2B buyers that crave personalised experiences. The traditional sales funnel of coercing buyers down one path is not as effective as it used to be. Instead, brands should look to adopt a non-linear marketing journey filled with multiple touchpoints.   

For a non-linear marketing strategy to work, companies need to consider how to align their sales and marketing teams. In the old days, marketers would find the leads, while sales representatives focused on closing, and there may have been no communication between the departments.  

One of the quickest ways to unite sales and marketing together is to tell a compelling brand story. Storytelling is effective because it encourages collaboration between both sides. So, how can sales and marketing work together to tell a story that resonates with an audience?  

Over the past few years, the B2B buying process has changed dramatically. Modern B2B buyers are becoming more aligned to a B2C journey through the consumption of tailored content and personalised experiences. This has led to a misalignment between more traditional sales processes and the modern buyer’s purchasing behaviour.  

The Millennial and Generation Z demographics are evolving into the decision makers who will decide the future of the B2B buying process. Modern buyers are likely to carry out their own research, so by the time they engage with a brand, they will have probably made the decision to buy into a product or service.  

It is imperative that brands have a robust digital marketing strategy that meets the demands of a contemporary B2B audience. Here are four tips on how to capture the attention of the modern B2B purchaser.  

When it comes to engaging with the modern B2B consumer, brands have their work cut out for them. People are becoming less receptive to traditional marketing tactics and their attention spans are getting shorter. 

To cut through the noise in the B2B sector, companies need to engage with their audiences on an emotional level.  This can be accomplished through storytelling. Stories are the oldest form of entertainment. They have been passed down from generation to generation, acting as a constant throughout the history of the human race. Brands that incorporate storytelling into their marketing strategy can deliver an immersive customer experience.  

Narrative storytelling can help a B2B company connect with their audience on an emotional level. But no matter what kind of story is chosen, odds are it will fall into a specific category. Seven major plot types exist and each feature their own set of distinctive themes and characters: 

• Overcoming the monster
• Rages to riches
• The quest
• Voyage and return
• Comedy
• Tragedy
• Rebirth