Brand and Messaging
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Storytelling That Resonates: A Practical Guide for B2B Marketers (Part 3 of 3)
Using a story in B2B marketing can feel riskier than just creating a headline supported by features and benefits, but the ability for a story to resonate and connect with buyers far exceeds sterile feature-benefit language.
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The B2B Marketer’s Primer on Risk, Compliance, and Legal Liability
Understanding risk, compliance, and legal liability, and their impact on companies is essential for marketers to speak to customers and prospects with precision and authority.
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B2C Teaches Us that Great Brand Storytelling Need Not Be Linear (Part 2 of 3)
Storytelling doesn’t need a beginning, middle, and end; it just needs resonance. B2C marketers provide examples of how to harness that power.
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We Say We Love Storytelling, So Why Are We Afraid to Actually Do It? (Part 1 of 3)
B2B marketers now claim to be storytellers but SaaS and tech web sites look the same as they did ten years ago. Why is there no story?
