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Rescooped by Dona Chakraborty from Just Story It Biz Storytelling
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More Effective B2B Content Marketing with Storytelling, Positioning & Personas

More Effective B2B Content Marketing with Storytelling, Positioning & Personas | Current Updates | Scoop.it
Free B2B buyer persona development tool Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is

Via Karen Dietz
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Karen Dietz's curator insight, January 21, 2013 12:47 PM

I think this article is a bit disjointed and confusing, but I scooped it anyway because of 2 pieces:

  1. The free B2B buyer persona development tool.
  2. The end of the article where the author talks about the 6 mistakes B2B marketers make when telling stories.


Buyer personas are not mentioned in the article, but go grab the free tool.


The list of mistakes is right on. I also like the insights in the section on Story Drivers where author Lee Oden talks about consistency and keeping stories fresh.


There may be other tips and insights you glean as you read the article plus the comments. For me, maybe I just need more coffee today to get my neurons firing!


Let me know your take-aways.


This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it

Rescooped by Dona Chakraborty from Just Story It Biz Storytelling
Scoop.it!

For B2B Marketers, Building Relationships Trumps Blanket Approach - Story & Marketing

For B2B Marketers, Building Relationships Trumps Blanket Approach - Story & Marketing | Current Updates | Scoop.it
Content marketing is moving up the chain in importance for marketers, and that holds especially true for those in the B2B space.

Via Karen Dietz
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Karen Dietz's curator insight, January 16, 2013 12:15 PM

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:

  1. Craft your stories specific to industries or company types you are targeting.
  2. Create product descriptions in the form of stories.
  3. Develop buyer personas and then tailor your stories to them.


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