Interesting article about B2B storytelling and how it should be a little different than B2C storytelling.  Nevertheless, it points out that storytelling, no matter what the B2B category, can be more effective than rational, fact-based selling.  

Recently a study was released by the CEB (formerly the Corporate Executive Board) that showed that B2B customers are more than twice as likely to consider a brand that shows personal value over business value, because buyers perceive little difference in the business value that the different suppliers can offer. Only 14 per cent of buyers perceive enough differentiation in this area to be willing to pay extra for it.

All the more reason why it makes sense for B2B companies to follow the lead the B2C companies have taken to take advantage of the  power of story.  

This article was curated by Jim Signorelli, President and Founder of Story-Lab, conducting storytelling for business workshops throughout the U.S.