Storytelling in the B2B World

Inbound marketing

by Margery Murphy on November 30, 2017


As  a lead generation company, we're always discussing the importance of being found on the internet through SEO, blogging, content development, the list goes on. But in addition to being found -  you must be REMEMBERED.

Let's face it, getting found is a difficult task unless you have a big budget for marketing (which most  of us don't). So, when you do get found, you'll want to take advantage of that opportunity and draw people in with something special and unique.

How do you do that? By telling YOUR story. Stories are retained, much more so than a list of products or services.  A  story will help you stand out in the crowd of companies vying for attention. You may say, "I don't have a story," but you do.  Everyone has a story.

Let's start with a definition of storytelling.  The best one I found was on this was on

Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination.

According to, storytelling is interactive, uses words and actions to present the story and, through interaction, allows the listener/reader to use their imagination. As a storyteller, you're taking them on a journey. And, at its best, storytelling can directly and tightly connect the teller and the audience. Isn't that what we're going for - a connection with our prospects where mutual trust and growth prevail?

How about an example?  Read the sentence below:

Acadia is a B2B lead generation company for industrial and manufacturing organizations. We nurture leads and collect data so our clients can close the deal.

Now, read this next sentence and think about how it speaks to you differently.

I started Acadia at my kitchen table with a group of people wanting to make things happen. After 20 years of learning, growing and making meaningful connections with our B2B clients, we still serve up hot leads.

Which one will you remember?

So, you may be asking yourself what your story is. Think back to where you started. Compare that to where you are today. That journey is your story, and it's as unique and individual as you are. To then tell your story you need to take some time to put pen to paper (or hand to keyboard). Be patient, for getting it right may take several iterations with lots of feedback and editing. But, if you've done the first part right and told your story to engage your visitors, they'll want more. 

I suggest that you continue with your team stories, describing who they are and what they bring to your company. In fact, when we recently redesigned our website, we started with our team bios and the about page, recognizing that the team members' unique stories are a part of Acadia's. We encouraged our staff to share what motivates them in and out of work to give a full view of them as individuals.

Next, hone in on your client base. Through case studies, blogs and white papers in particular, you can convey the type of businesses that you work with. Focus on the details of how you helped them, and what they gained from hiring your company.  

Take those together, your team and your clients, and ultimately you have your story, too. Now you can use this story as the basis for content for your website, blogs, social media and other marketing channels. Don't be afraid to use video, too. Small snippets of you telling your story can make a big impact. You can get to the point faster and make it easier for your prospects to learn about your business. It doesn't have to be complicated, and there are numerous tools to use to make it easier. Here's an example of a video I recently recorded.

You may be in the B2B space, but in reality, you are still an H2H company. Human to human interaction is always important no matter how you deliver it, because while you may be marketing your company to another business, you're really selling to a person. Happy storytelling!

If you want a  no-cost assessment of how your marketing is or is not telling your story, click on the link below. We are happy to analyze your website and other marketing collateral to help identify areas where you could improve.





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