SPEAKER: Scott Donaton of DigitasLBi http://b2bmarketing.exchange

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Bypass Boring: B2B Storytelling For A
Bite-Sized World
Scott Donaton
Chief Content Officer, DigitasLBi

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Beyond Boring
BtoB has a perception issue:
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B B

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7. “I've learned that people will forget what
you said, people will forget what you did,
but people will never forget how you
made them feel.”
--Maya Angelou
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The CONVENTIONAL WISDOM
 B2B content, because it typically involves complex, technical information that
often needs to clear legal or regulatory hurdles, is boring.
The SCARY
 Your audience often knows as much or more about a topic than you do.
The SCIENCE (of a story)
 The human brain has evolved to make sense of the world through
stories: Most b2b ads target the rational brain, but the rational brain
justifies decisions the story brain has already made

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START WITH WHY
 The role your brand or product plays in people’s lives
 Principles of great storytelling apply
 Ideas based on human insights

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FIVE PRINCIPLES
 Strive for simplicity
 Engage emotion to engage understanding
 Data are humans in disguise
 Empathize
 Speak English (at least in English-speaking countries)

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Strive for Simplicity

12. INNOVATION INSPIRED BY YOU

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Engage Emotion to
Engage Understanding

14. "We really wanted to build more of an
emotional connection with our customers."
— Don LeBlanc, CMO at Vistaprint
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Empathize

17. Psychology of Change
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Data are humans in disguise

20. The Music of Business
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Speak English

23. Breakthrough
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25. It doesn’t have to be expensive to be sexy

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The Objective: Transform under-performing, static content in shareable, snackable,
engaging formats.
Content re-imagined

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THANK YOU
(HOPE I DIDN’T BORE YOU)
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