B2B marketing: Tell the business story

This article argues that business people, as humans, should be approached like consumers in terms of thinking about their needs and desires, and telling a B2B brand story.

B2B marketing: Tell the business story

Daz McCollSapientNitro

People buying and selling B2B brands are as influenced by shared experiences and values to create emotional bonds as they are with B2C brands, so SapientNitro uses a Storyscaping approach to maximise this.

Today's connected world is fuelled by content and enabled by technology. This makes the combining of a great story with immersive experiences fundamental to real marketing success. And, it is as relevant and applicable in the B2B world as it is in consumer marketing – perhaps even more so.

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