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Content marketing is moving up the chain in importance for marketers, and that holds especially true for those in the B2B space.
OK -- here's another back-end approach to why storytelling is critical in business2business (B2B) sales and where companies can leverage stories for maximum value.
Yes, we know that sharing stories is the best process a business can use for creating relationships.
This study show how to use those stories (see the second chart):
Creating content based on specific business needs and solutions comes out on top. 74% of respondents say they create content based on these. So focus your storytelling here!
The rest of the chart is just as helpful. Here are a few:
The third chart explains the respondents long-term online marketing strategy -- and this mirrors the points above.
Now here is the kicker: over 50% of B2B marketers said they didn't really know who they were targeting, or who they could sell to. LOL -- some days I feel the same! If you find yourself in that place, you are in good company.
The take away is to keep figuring these 2 pieces out as you fine-tune your marketing and your stories -- they do inform each other.
Overall, there is great information here to help you market better with stories in 2013.
This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it