Clare Berry23















Does anyone have a successful approach or some steps that they can share in terms of what makes a great B2B story? And also how you judge success in B2B storytelling?

Armand David
The acid test is customer success/engagement. A lot of the work we do across clients with a big social following allows for active testing!

Armand David
I'm not sure there's a unique formula about what makes a story compelling but am sure the panel will have views!
Robert Israch
I think the ultimate judge of success is how many of your relevant targets engaged with the content and then ideally correlating that engagement with opportunity, sales, and down funnel conversion.

Tim Cawsey
Starts with a unique insight followed by good quality writing and a pinch of creativity
Elma Peters
Reply to Clare Berry For me, it's about focusing on how what your company does makes the world a better place. Sounds lofty, but I'm serious. What impact do you have? The best stories for me are those ones

Cherry Gray
We naturally relate stories to our own lives in some way, picture ourselves in the situation giving an emotional reaction. I always think of the emotional reaction you want to give!
Elma Peters
Clare, my experience is that the best stories don't focus on what your company does. But why it matters

Cherry Gray
Also, keep it short. Often the story ends up being too long and we lose sight of where we want it to end.

Tim Cawsey
Our tech audience likes gadget nostalgia so we did a photo slider with the office of 1980 vs today

Armand David
@CherryGray_UK hear hear. Not every piece of content needs to have every message you ever wanted to share!

Tim Cawsey
You also need to find an angle that's not been covered
Robert Israch
@FactBoyTim Some controversy certainly works.
Elma Peters
I also think they've got to be professionally - or well - produced, whether written, video, infographic, whatever. If the story is Worth telling it's Worth telling properly (not sure why word Worth keeps capitalising!)
Clare Berry
Are there any companies that you would regard as great storytellers that we should all use as a benchmark?

Armand David
there are lots in different industries. This panel has some good ones! I'm also a fan of the way (cl) GE abstracts its stories creatively (and with high production assets).
Elma Peters
Clare, I worked at GE for many years and it's a huge focus there. They believe strongly in telling their story. I think Apple did a great job when it was Steve Jobs. The video of him launching the iPhone is a must-see. Such simple & compelling storytelling