{"id":59208,"date":"2023-10-19T09:00:00","date_gmt":"2023-10-19T07:00:00","guid":{"rendered":"https:\/\/www.mashup-communications.de\/2023\/10\/heroes-behind-the-logo-b2b-company-storytelling-part-2\/"},"modified":"2024-01-16T14:10:28","modified_gmt":"2024-01-16T13:10:28","slug":"b2b-company-storytelling-part-2","status":"publish","type":"post","link":"https:\/\/www.mashup-communications.de\/en\/2023\/10\/b2b-company-storytelling-part-2\/","title":{"rendered":"Heroes behind the Logo: B2B Company Storytelling, Part 2"},"content":{"rendered":"\n

When you think of B2B companies, great emotions or even storytelling rarely come to mind. The products are often technical or complicated and therefore, at first glance, not at all heart-warming or captivating, as you would expect from good stories. However, we have already shown in part 1<\/a> of this series that B2B brands also have absolute narrative potential. But as you know from parties, if you only ever talk about yourself and your exploits, you often end up alone. That’s why in part 2 we reveal the (even more important) role companies should play in B2B storytelling.<\/p>\n\n\n\n

Changing Roles: Empowering B2B Companies as Mentors<\/h2>\n\n\n\n
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Source: Mashup Communications<\/figcaption><\/figure>\n\n\n\n

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“Do good and talk about it” – probably one of THE guiding principles for corporate communication since 1961. But the (media) world has changed, with more brands vying for the public’s attention than ever before thanks to social media & co. The problem: Of course, everyone talks about how great he or she is, how revolutionary the product is, how unique the approach is. Not exactly credible in the masses and hardly any help for potential customers to choose a really suitable partner.<\/p>\n\n\n\n

To stand out from the competition, you need real and approachable stories that create identification potential for the target group. In addition to corporate plots in which the company reports on its own hero’s journey, storytelling also encourages B2B brands to take a step out of the limelight and bring the true heroes of their work to the fore: Their customers. They become mentors for them and make their business adventure possible in the first place! <\/p>\n\n\n\n

No matter how seemingly cold, complex or technical a B2B solution is, in the end it makes everyday life easier for its users and ultimately supports them in pursuing their individual vision or, to put it more beautifully, in living their dreams. If that’s not emotional! And who better for potential clients to identify with than those who are in exactly the same boat, facing the same challenges and fighting for similar goals? We have collected some great examples of B2B storytelling from a mentor’s perspective:<\/p>\n\n\n\n

Great Cinema: Apple as a Mentor for Fictitious and real Customers<\/h2>\n\n\n\n
\nhttps:\/\/www.youtube.com\/watch?v=G9TdA8d5aaU\n<\/div><\/figure>\n\n\n\n

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Who hasn’t experienced it before: somehow stuck in a job, lots of dreams but few opportunities. And then the big chance, the breakthrough is within reach! Now the work has to be done, time is pressing, everything has to be right… It’s a good thing that our troupe of lovable underdogs has exactly the right mentor at their side: without the unbeatably smart Apple products, this work adventure might have turned out differently.<\/p>\n\n\n\n

And it’s not just their fictitious customers that the tech giant skillfully showcases. Under the collective term “Apple<\/a> <\/a>at Work”<\/a> contains countless stories of real users from a wide range of industries. Of course, they also explain why Apple is the perfect company for their day-to-day work, but always on topics that other companies in this sector can also identify with. If United<\/a>Airlines<\/a> can connect the global team via iPhones, iPads & Co., overcome logistical hurdles and promote inclusion, then other transportation companies can too – time to invest in Apple equipment!<\/p>\n\n\n\n

Salesforce: Heroic Image Films that inspire<\/h2>\n\n\n\n

Anyone who has read Part 1 of this series will know that Salesforce definitely has what it takes when it comes to B2B storytelling. They have already masterfully staged their own hero’s journey for their 20th anniversary. A look at their “Customer Success Stories<\/a>” proves that they have also fully understood their role as mentors.<\/p>\n\n\n\n

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