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How to capture the hearts of a B2B audience

27 February 2019


Stories are in our hearts and minds. They’re what connect us on a deeper level – across every age and culture.

The stories of our youth often stay with us, and turn into particularly powerful memories due to the amount of emotion they’re wrapped up in.

How often have you heard a song from your childhood and been instantly transported back to where you were and what you were doing at the time?

Or even a certain smell that brings back a heavy dose of nostalgia?

Why are they so powerful?


There’s no better way to connect with your audience than with a story, after all, 65% of our conversations are made up of stories.

They unlock emotions, develop rapport, and most importantly, they get people to act.

See how we use stories at BDA

So, what does all this have to do with your B2B audience?

It’s incredibly important to remember that they are more than numbers on a spreadsheet, or figures in a financial target.

They’re people.


Just like you.

And, just like you, stories are a powerful way to cut through the noise and capture the hearts of even the most discerning Financial Director.

Story make-up

At its core, a story is made up of three elements: a hero, a problem, and a goal.

  • Have a hero and get them to where they need to be without the problem – without the conflict – and there’s no story.

There’s no drama. Nothing for your audience to care about. It’s, “good for them, but means nothing to me.”

  • Have a hero and a conflict but no goal, and the story falls short. There’s no problem to overcome.

There’s no drive to act. No motivation. Perhaps a little sympathy, “yes, I’m in a similar boat,” but there’s no solution for them to latch onto.

  • Have a problem and a goal without a hero, and there’s no relatability. No-one your audience can root for or understand.

This is what happens when companies spout the features of a product. It’s cold. And it’ll just be ignored – even if those features are useful to the hero: your audience.

So, what?

You might be wondering where you and your company sits in this three-element story set up.

The story is all about your B2B audience and getting them from point A (with a problem) to point B (achieving their goal) – you fulfil an extremely important role in their journey.

The importance of a mentor.

Instead of spouting features of your product or service offering - something your customers have heard before - you need to change the angle of your approach.

Guide them to where they want to be, you help them overcome their problems, and fulfil their hero’s journey.

Re-shape your approach and your offering, put your audience in the role of hero – instead of yourself – and with this storytelling approach, you’ll be sure to capture their hearts.

Ready to see how?

Contact us and discover your story

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