It’s a fact of life – everyone loves a good story. If that weren’t the case, film and publishing industries around the globe wouldn’t exist, and our children would stop asking for a bedtime story every night as we tuck them in.

A good story has the power to inspire, motivate and involve its reader. Stories create connections and also help a person to relate to and retain the information shared. Data, statistics and equations can sometimes go in one ear and out the other, but a good story is capable of implanting on the mind and staying there for a long time. This is why storytelling is so popular in B2C advertising and marketing campaigns to build brand awareness and customer loyalty.

Storytelling can be replicated in a B2B scenario, but it needs to be approached in a slightly different way. Longer sales cycles can make storytelling challenging. Grabbing prospects’ interest and keeping them entertained for months is no easy feat. So to make B2B storytelling effective, you must keep a couple of things in mind: if the story is not relatable to them or broken down into smaller pieces, they will not consume it.

RO|Enablement makes storytelling easy with the Reference-OnDemand feature that is perfect for effectively deploying this marketing tactic.
Here are some tips for using Reference-OnDemand that can help you in your B2B storytelling:

Tell the Story Part by Part – In B2B selling, sales cycles tend to be much longer than those of B2C markets. Thus breaking your story, perhaps that of a customer reference or testimonial, into pieces or chapters (like you can do in Reference-OnDemand) can help develop the plot and lead your prospects along, ensuring they are hooked to your story and build interest to hear what comes next.

Make It Interactive – Breaking your story up into parts not only makes your video or audio testimonial highly flexible and scalable, but also gives the listener the ability to jump to the chapters they are most interested in. Sending the story through a relevant and tailored microsite built just for them (made in RO|Enablement) also fosters engagement with the way you present the story.

Be Listener-Centric – Involve prospects by building stories around them. Create video testimonials that talk about situations your prospects are most likely to be in. By presenting story chapters in email form it allows prospects to ask you questions. Send the next chapter of the story and let the answers found in the story move your conversations forward. This engages them and improves your level of interaction with them.

Build Credibility – There is no better way to build credibility with a prospect than through a story told by a trusted third party source. Build video testimonials from your most satisfied customers in Reference-OnDemand and create other collateral, like case studies, based off the story told by your customer references and deploy them through RO|Enablement spotlights.

Tell the Story…Not the Details – B2B marketing collateral is full of data, facts, figures and other heavy duty technical details. However, the C-level executives who make the final purchasing decision are really only interested in knowing how your solution will improve their business output, not about the minute details of your solution.

Track Engagement – RO Innovation Enablement’s built-in tracking capabilities let you know if and when a prospect has viewed your Reference-OnDemand story. What’s better, the rating and comment capabilities give you direct feedback on the effectiveness of the story you sent prospects to continually improve your marketing and reference content creation strategies and create messaging that resonates the best with your targets.

Reference-OnDemand can help marketing teams with their storytelling strategies and help put their messaging to use in an effective and innovative way. This feature of RO Innovation Enablement, along with several others can help you connect with your prospect and make them believe in your capabilities and company offerings. Talk with us about seeing a short demo of Reference-OnDemand and the full feature set of RO|Enablement today.

Jim Mooney
Jim Mooney is the Founder & CEO of RO Innovation. His passion for helping salespeople excel in all aspects of B2B selling, especially where customer references are involved, was the reason he started the company. His desire for helping others succeed flows through in the expert thought leadership he provides the industry, his customers and his employees.