Storytelling is a very popular concept in the B2C world. Advertisers and marketers have used storytelling effectively in their campaigns to build brand awareness and customer loyalty. In a B2C scenario it works because you have to relate to someone at an individual level, if your story appealed to this person, he will in all probability buy your product.
But can the same be replicated in a B2B scenario, where it is usually a group of individuals who decide on wether to buy that packaging machine or software subscription? Longer sales cycles also make story telling difficult, it is no mean task to grab someone's interest and then keep entertaining them for months together.
So can this effective marketing technique be used within the B2B marketing limitations? Well the answer is yes, as long as you keep one thing in mind...
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