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  

Storytelling is an effective B2B marketing tool because it can make a brand more relatable and influence buyer decision-making. We’ve created a storytelling guide to help you connect with B2B buyers that are interested in personalised experiences and reading educational content.

What’s covered in the guide?

• The importance of narrative storytelling
• Non-linear B2B marketing and the multiple touchpoint journey
• Brand purpose and the concept of why
• The 7 plot types
• Using the 10 Cs of storytelling

Ever had a conversation with a voice assistant and found it’s been unable to understand your accent? If so, you’re not alone. In the UK, for instance, people with regional dialects find it hard to speak to audio devices like Siri and Alexa. According to a study, 79% of people with regional accents alter their voice to make sure they are understood by their digital assistants.  

Voice assistants have risen in popularity in recent years, with 2 in 5 adults using voice search daily. Users in other countries are struggling to hold a conversation with voice technology as well, which indicates there needs to be an improvement in the way voice devices comprehend different languages.

In the B2B marketing world, people are always looking to predict the next major trend, and the one that keeps cropping up is voice search. Voice assistant devices are becoming commonplace, and businesses are adapting to the way consumers are using the technology to shop online. Amazon Echo has established itself as a popular device. A swiss army knife of voice assistants, Echo integrates with Alexa to stream music, make phone calls, set alarms and do all manner of wonderful things that can be achieved with a few words.

A great addition to Echo is the presence of ‘skills’ that can be downloaded to achieve other tasks, like finding a lost phone. A skill that’s widely used on the Echo is Flash Briefing, which delivers pre-recorded news snippets from media outlets. From a B2B marketing perspective, this is huge.