This document discusses the use of narrative storytelling in B2B content marketing. It argues that stories tap into human psychology more effectively than facts and figures by activating emotions and mirroring characters. The key elements of an effective narrative story are outlined as plot, conflict, characterization, setting, and atmosphere. Examples are provided of companies like SunGard, Adobe, GE, and Google that have used stories in their B2B marketing. Formats for storytelling beyond video like slideshares and interactive videos are also mentioned. The document encourages B2B brands to consider what narrative stories they could tell to engage customers.

1. Tell Me A Story
The Art & Psychology of Storytelling in B2B
@omobono_digital

2. Content marketing getting the most budget growth
Source: Econsultancy / Oracle Responsys
Marketing Budgets 2014 Report

3. Also a key tactic to address top B2B priorities
Source: http://www.omobono.com/insights/what-works-where/www2014

5. RATIONAL
CONTENT FOR
RATIONAL
DECISION
MAKERS!
B2B content has
traditionally
been the arena
for facts &
figures and
general
seriousness.
Source: https://flic.kr/p/98ag5A

6. Cliché-riden videos

7. Tediously patronising infographics

8. Me too blog posts

9. MORE CONTENT GASPING
FOR YOUR CUSTOMERS’
ATTENTION.

10. MORE CONTENT THAT
IS UTTER CRAP.

11. HIGHER CRAP BARRIERS
TO SAVE YOUR CUSTOMER
THEIR TIME & DIGNITY.

12. Let’s explore a content form that can:
• Help differentiate in B2B
• Build a content reputation
• Tap into deep-set behaviours
• Be not soul destroying creative
• Get the attention we all crave!

13. NARRATIVE
STORYTELLING!
Your new sales spec sheet is not a ‘story’.
We’re talking about plots, conflict, &
characters.
It’s not a marketing silver bullet. It could be
another weapon in your arsenal.
And it’s most useful at the top end of the
consideration funnel.
Source: https://flic.kr/p/fXspgv

14. Why narrative stories?
Let’s talk about a highly successful
communicator – 2000+ years and still
selling. An incredible storyteller.
Source: https://flic.kr/p/GiHAo

15. Rather than efficient bullet point sermons…
• God loves you.
• He wants to be in
relationship with you.
• No matter what
you’ve done or who
you are.

16. Source: https://flic.kr/p/emSQDX
He used parables…
“There was a man who had two sons…”
– The story of the Prodigal Son

17. Stories are starting to appear more B2B comms
IT professionals
SunGard retold
their Cloud
Migration offering
as a guide to
surviving a zombie
apocalypse.
Source: http://learn.sungardas.com/Zombie-Apocalypse-LP.html

18. So, what’s going on here?
An epic tale about…
You (Customer) Conflict Goal

19. Let’s drop the metaphor…
A real fear of survival as an IT manager
Screwed up
cloud migration
Glorious cloud
goodness
You (Customer)

20. What’s working with this narrative story?
1. It’s relevant in a surprising way.
2. It makes the customer the main character.
3. It empathises with the real challenges.
4. It taps into fear & survival emotions.
5. It’s a creatively rich theme.
6. It might actually be worth sharing.

21. WHY DOES
STORYTELLING
WORK?

22. Source: websofinfluence.com
‘Webs of Influence’ draws from
psychology, neuroscience and
behavioural economics to
identify insights that lead to
online success.
Nathalie Nahai explores what
happens to our brains and
emotions when we engage
with stories…

23. Stories tap into
primal instincts
Our primal brains
subconsciously react
to stimuli of hunger,
anger and attraction
before our ‘rational
brains’ have a chance
to assess.
Source: www.wallpapervortex.com

24. Stories make us
mirror emotions
Source: https://flic.kr/p/dytz2o
We mirror the
emotional state
of others
(anger, fear,
happiness,
surprise…),
allowing us to
empathise with
characters.

25. Stories build up
catharsis
During stories we
build up emotions
that need to be
released… on say
a call-to-action.
Source: https://flic.kr/p/fwn3ve

26. Stories influence
decision making
They affect the foundations of rational
decision making, providing a persuasive
base upon which to build justifications.
Source: Mercedes Benz

27. WHAT’S IN A NARRATIVE
STORY ANYWAY?

28. Every plot has a beginning, middle,
and end. The basic Pixar plot:
Once upon a time ___________.
Every day ___________.
One day ___________.
Because of that ___________.
Because of that ___________.
Until finally ___________.
1. Plot

29. Research suggests there are only seven plots…
1. Overcoming the Monster
2. Voyage and Return
3. Rags to Riches
4. The Quest
5. Comedy
6. Tragedy
7. Rebirth
Source: http://www.amazon.co.uk/The-Seven-Basic-Plots-Stories/dp/0826480373

30. Overcoming the Monster
• Anticipation Stage (The Call)
• Dream Stage (Initial Success)
• Frustration Stage (Confrontation)
• Nightmare Stage (Final Ordeal)
• Miraculous Escape (Death of the Monster)

31. Rags to Riches
• Initial Wretchedness at Home (The Call)
• Out into the World (Initial Success)
• The Central Crisis
• Independence (Final Ordeal)
• Final Union, Completion and Fulfilment

32. The Quest
• The Call (Oppression)
• The Journey (Ordeals)
• May include some or all:
a. Monsters
b. Temptations
c. Deadly Opposites
d. Journey to Underworld
• Arrival and Frustration
• The Final Ordeals
• The Goal (Kingdom, Other Half
or Elixir won)

33. The Marketing Quest – Oracle Modern Mark
Source: http://www.eloqua.com/featured-content/journey-to-modern-marketing.html

34. Every story needs a
problem to create
interest, drama, and
satisfaction.
Without conflict and
obstacles, there is no
story.
2. Conflict
Source: https://flic.kr/p/ebcvRC

35. 2. Conflict: Adobe Media Optimizer
“Your CEO calls for an increase in lawn ornament sales. A
20% uptick in Garden Gnomes to be exact.”
Source: www.adobe.com/uk/solutions/media-optimization.html

36. 2. Conflict: TrueMove H
This Thai communications company started their 7
million viewed tear-jerker at the crux of a conflict…
Source: http://youtu.be/7s22HX18wDY

37. 3. Characterisation
Create heroes & villains:
1. Fictional characters that mirror
the goal & needs of customers.
2. Fictional customers that are
just like the real thing.
3. Characterise your company,
employees and/or competitors.

38. 3. Characterisation: GE – The Boy Who Beeps
GE’s industrial internet offering is communicated through
the story of a boy who can talk to machines…
Source: http://youtu.be/FmB8R2v5ZrE

39. 3. Characterisation: Microsoft – The Garage
Source: news.microsoft.com/stories/garage/index.html
3,600 word interactive
story about the people
in Microsoft’s
innovation lab.

40. Placing your story in a
context, which will
typically include time
and place.
4. Setting

41. 4. Setting: Adobe Mean Streets
By simply changing the setting, Adobe were able to put a
fresh twist on Marketers who rely on bought clicks…
Source: http://youtu.be/QryQRd2XU_E

42. Instilling emotion or affinity
in readers through tone,
voice, and pacing.
Pacing drives the action
forward. Spend too long
building suspense, you’ll
lose interest. Move too
quickly and you risk
overwhelming.
5. Atmosphere
Source: https://flic.kr/p/7Gv7qH

43. 5. Atmosphere: Leadercast
To promote a conference, Leadercast used all the awkward
stops, starts, and disruptions of a conference call…
Source: http://youtu.be/DYu_bGbZiiQ

44. 5. Atmosphere: Google – Cambridge Satchel Co.
Google told the story of Cambridge Satchel company’s
rise through their products (search, email, chat, video).
Source: http://vimeo.com/50519792

45. CONTENT FORMATS TO
THINK ABOUT (BEYOND
VIDEO).

46. Tapestry – Interactive Mobile Ads
Tapestry mobile ads put the user in charge of tapping
through the frames of a story (supports GIF files).
Source: http://tapestrylabs.com

47. Graphic Stories – Nokia Ovi Maps
Taking inspiration from the world of graphic novels, B2B
stories can be communicated through cartoon formats.

48. Slideshare Stories
Just like a great
presentation,
Slideshare can be a
hugely effective
storytelling tool,
allowing the reader to
unravel the narrative
with every new slide.
Source: www.slideshare.net/powerfulpoint/pixar-
22rulestophenomenalstorytellingpowerfulpointslideshare

49. Interlude – Interactive videos
Like ‘choose your adventure’ books, Interlude allows you
to create videos where the viewer chooses the narrative.
Source: http://www.shell.com/global/aboutshell/lets-go-tpkg/sound-of-energy.html

50. WHAT NARRATIVE STORIES
COULD YOUR B2B BRAND
TELL?

51. We can help.
@omobono_digital
info@omobono.com
Copyright 2013 Omobono Ltd.
All ideas, concepts, brand-related names, strap line, phrases,
copy/text
and creative concepts developed and contained in this document
remain the intellectual property of Omobono Ltd until such time as
they are procured by a third party.
Anyone viewing this document may not use, adapt or modify the
contents without our prior consent.
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@omobono_digital
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F: 01223 365167
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