Storytelling in B2B lead generation

It certainly is no rocket science to understand that website content happens to be one of the most formidable tools for driving B2B lead generation. Content is something that forms the heart and soul of lead generation. Simply put, if your content is top-notch, then you will be able to pull a large number of consumers. Consumers keep searching for innovative content pieces to keep themselves entertained. While preparing content, make sure that it ends up engaging your users.

Always remember, a user has 10,000 different things on his to-do list. He won’t read your piece if it doesn’t stoke the flames of his desire. If you want your content to stand out, then it has to solve a purpose. Give them a personalized story that keeps them hooked and guessing.

B2B lead generation and storytelling

B2B lead generation is all about luring the user and making him visit your website over and over again.

The key to storytelling

Before creating a piece of content, you need to understand your audience inside out. Keep track of the challenges they are facing. Let them ask questions. Indulging in conversations over social media channels is a great way of getting yourself acquainted with the user’s needs and requirements.

Break your story into three parts:

  • Understanding your brand’s story
  • Understanding the consumer’s needs and wants
  • Understanding the industry your operating in

Take it this way: Product story is the sum of your customer’s story and the industry’s story.

The moment you put all of these parts together, you’ll be able to ensure that the story you have created is striking a chord with your prospective buyers. Whenever you miss out on any of these three aspects, your customers get an opportunity to drop out of the equation.

Understanding the customer’s story

Your customer forms the heart and soul of the story. Your consumer happens to be the lead protagonist of the story. The entire story has to revolve around the consumer. In all fairness, your paycheck lies in the hands of the consumer. Don’t waste your time and gather as much information about your target audience as you possibly can.

Understanding your brand

This one is pretty much obvious. Some of you might even feel that: ‘I already know the brand inside out because I’ve been working for the brand. Well, this assumption just doesn’t hold true all the time. As an individual, you are always learning.

In order to understand the brand correctly, you to understand the target audience you’re catering to. You need to pay special attention to the ‘who’ and ‘how’ aspects of the story.

Let’s take one step at a time:

  1. If you know your customer inside out, then you will be able to structure your stories according to the needs and requirements of the end user.
  2. You got to be personal. A good story is the one which portrays the buyer like a hero ( sort of). It’s the essence of B2B lead generation.

Your story has to deliver a solution. It needs to steer the consumer out of troubled waters. Don’t just write a story for the sake of showcasing how good your vocabulary is. Using the customer’s vocabulary happens to be a superb way of establishing customer connect. Simply put, no matter how beautifully written the story is, your customer won’t read it if he/she cannot understand it. As simple as that.

Understanding the industry you’re operating in

Develop your content marketing campaign keeping in mind the industry knowledge. Your campaign needs to resonate, not just with your consumers, but with the people within the industry as well. Be honest. No need to make earth-shattering claims. In short, know your limitations before you begin with the story


So, to top it all, customizing your story in order to suit the requirements of your audience lets you create the perfect plot. The plot of your story is nothing but the summation of industry knowledge and customer understanding.