Lesson on storytelling for B2B marketing: Star Wars and Harry Potter are the same story
If you want to be effective at storytelling, there’s a successful structure and format that human beings across cultures have independently discovered – and it’s older than Yoda I loved Star Wars as a kid. The only thing better than...Read More
How B2B marketing can influence the sales team to use its content according to behavioral science
Your sales team is more likely to use the content B2B marketing products when it is presented by a high-performing peer in sales – rather than a sales leader or a product marketer. If you’ve worked in B2B marketing for...Read More
What Does “Storytelling” Mean to You? 105 Answers from Communicators
Storytelling is a powerful means of persuasion; it can be both a strategy, as in an overall narrative but it also can be a tactic, like using vignettes; here’s what a recent survey found. Years ago, there was a consultant...Read More
What is Storytelling? Why Does Storytelling Work? What are Good Examples? [UML]
The company has survived a tumultuous period: turnover in customers, pressure from investors, layoffs and bad press. Somehow, by grit and will, the founders and executive team had pulled the company through. Today, employees were happy, customers were plentiful, and...Read More
Storytelling is the Essence of Brand Development; Off Script No. 44: Jeffrey Crow, 2x CMO
Can a good story create value for a brand? It can, according to Jeffrey Crow, who has twice served as the CMO for fairly large enterprises. The reputation the network services and solutions provider Earthlink gained for customer service is...Read More
In-Housing Trend: What PR Agencies and Marketing Firms can Learn from Law Firms
Nearly half of respondents (47%) in a recent survey of public relations pros found many are observing more PR work being taken in-house. In other words, corporate communications is adding headcount and work that used to go to outside PR...Read More
New Survey Identifies the Hottest Trends in Corp Comm and PR; Announcing the 2018 JOTW Communications Survey
A new survey of primarily corporate communications professionals identified the hottest trends and tactics in PR – and perhaps those that aren’t so hot too. Respondents said storytelling, content marketing and thought leadership will be more important over the next...Read More
Make the Uninteresting Interesting to Find Great Corporate Stories [UML]
How do you find a good corporate story? You have to make the uninteresting interesting. That conjures up a harder question: how do you make the uninteresting interesting? This question is the B2B marketing equivalent of the Wolf of Wall...Read More
Your Brand is Not the Hero…Your Customer is the Hero
A young boy imagines himself Darth Vader and moves through his home attempting to use “The Force” on various objects – an exercise bike, a doll, and a dog, for example. All of his attempts are unsuccessful until he tries...Read More
![Creative Storytelling as the Soul of B2B Marketing [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/02/Creative-Storytelling-as-the-Soul-of-B2B-Marketing-UML.jpg)
Creative Storytelling as the Soul of B2B Marketing [UML]
It’s far too easy to say that B2B technology is dull. That’s just an excuse when the central responsibility of the creative marketer is to convert the uninteresting into something interesting. Too often we fall into the trap of describing...Read More
