Everyone is talking about storytelling: We talk about storytelling. You talk about storytelling. Storytelling gets people excited, it’s relatable, and it’s a successful marketing strategy across the board. We recently published a post explaining why storytelling works in general (if you missed it, check it out here), and we wanted take it up a notch and look at how storytelling is working in B2B and SaaS industries, where past marketing tactics were mathematical, calculated, and much less human than storytelling.

Storytelling has become a way to give tech companies a personality, make software human, and bring data to life. It makes a connection, and it’s powerful. Take a look and check out these brands that got our attention, and let us know what you think:

Brands Making Us Listen

1

New Relic

New Relic proclaims they help clients “understand the stories their data is trying to tell them.” Their story makes software analytics less intimidating and more inviting with storytelling that includes real-life testimonials of the power of their platform.

2

Google

Part of Google’s success is the ability to connect people with the information they want, but more than that, they have been able to help people create their own stories. Google uses storytelling as a tool for showing how its products enhance the human experience.

3

Salesforce

Salesforce is a brand that creates a story within its communities, its services, and events. Thea team at Salesforce isn’t just selling their product, they are a driving force behind the B2B community. In fact, Salesforce has an entire internal team dedicated to telling stories, and weaving narratives around client success.

4

Sprout, from HP

HP Sprout tells an inspiring story about hands and the amazing things they can do. They tie this in with their product line brilliantly. We’re listening, HP!

5

InVision

InVision makes a connection between design and storytelling — a link that is often misunderstood and underrepresented. They beautifully explain it in their post on storytelling.

6

Workday

When users come to the Workday website and want to know why they should consider Workday, they are met with a story that explains how their product can solve their problems, meet their needs, and propel their business forward.

7

GE

GE tells exciting stories. As both B2B and B2C, GE focuses on telling stories that make sense for businesses, not just consumers. They invite consumers and businesses into their world with behind the scenes pictures on Instagram and other social media. Learn more about how GE tells stories in this post from FreshTrax.

8

Cisco

Cisco’s story is about collaboration, efficiency and productivity. While practical, it still hits business executives where it counts. Cisco also brings users into their network by providing new and interesting content and sharing stories in their blog. The company’s documentary series “The Network Effect” is just one way example of how Cisco tells its story.

9

Hubspot

Hubspot immediately greets website visitors with success stories and connects with users through its well-known blog that is full of excellent marketing content.

10

Intel

Focusing on how most people think and feel about technology, Intel injects their RealSense brand into the lives of regular people through commercials and its website, showing how their products make remarkable improvements on current technology.

11

Fullscreen

As the first media company for the “connected generation,” Fullscreen’s story is one that reflects back on its creators and a sizable audience. Fullscreen makes their software product and professional service more human, and successfully connects with its audience.

12

Skype

Skype gets the world talking! With skype stories, Skype connects to users by making centering their marketing efforts around their customers’ conversations. Called the most human of tech companies by AdWeek, Skype’s story is one we’re listening to.

13

Kickstarter

As a crowd-funded operation, Kickstarter survives by making their users’ stories their story. In fact, every invention or creation on the Kickstarter website is a relatable and inspiring story that empowers users. All you have to do is check out a project to experience this in effect.

14

IBM

IBM as a brand uses storytelling primarily on social media by sharing stories about their history, their employees, and what their products are doing. They humanize the company, relate to users, and successfully use storytelling to market their brand. And they have been successfully doing it for decades, so they know how to craft a great story.

15

Qualcomm

Qualcomm focuses on stories of invention. After all, they are always working to create something new when it comes to mobile technology.

The End

So, at the end of the day, storytelling has no boundaries — it doesn’t matter what kind of company wants to use storytelling, it can absolutely work in any industry because it is a powerful means of communication. Storytelling is about people and creating a connection to users. And until robots rule the world, emotion is definitely going to matter, especially when it comes to marketing.

Comments
  • Ami

    Great started article. From my experience Google tells the story best. For years they had only a blog (s) and no actual site with marketing and sales “stuff”. Intel tells OK stories, they can do better (but I was a chip designer so I want more). Salesforce can do better, they are trying. I think that HP can also do better, they have lots to tell about with PCs and printers. Write more on each company’s story, that would be nice to read!!!

    • Thanks for the feedback, Ami! In terms of the B2B market, I think many brands could do better if they want to be at the level of success (with storytelling) that the B2C market enjoys. Hopefully, they will continue to improve as they have over time! Keep an eye out for longer posts about storytelling— I’m sure we’re not done with the subject!

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