How to use storytelling to humanise your B2B brand
Facts and figures are essential in B2B marketing, but they rarely win hearts and minds on their own. In a world saturated with data, the brands that truly connect are the ones that wrap their evidence in a compelling narrative. Storytelling is not just for consumer brands; it’s one of the most powerful tools a B2B marketer has to make complex solutions understandable, relatable, and memorable.
A great story can transform a case study from a dry report into a compelling journey of transformation. It can give context to a company's history, turning it into a clear mission, and frame a product update as a meaningful part of a continuing narrative. By focusing on the classic elements of storytelling—a hero (your customer), a conflict (their business problem), and a resolution (your solution)—you can create content that resonates on a much deeper, more human level.
Here are four examples of B2B brands that have mastered the art of storytelling.
How Microsoft casts the customer as the hero
Microsoft's "Customer Stories" are a masterclass in putting the customer at the centre of the narrative. Instead of leading with product features, they tell the stories of how organisations like the NBA, Carlsberg Group, and the NHS have overcome significant challenges using Microsoft's technology.
Why it works: Each story is framed as a hero's journey. The customer is the protagonist, facing a clear conflict (e.g., "how to engage fans remotely" or "how to improve patient care"). Microsoft's products are not the hero, but the 'magic weapon' that helps the protagonist succeed. This makes the stories feel authentic and inspiring, not like a sales pitch. You can explore their stories here.
The takeaway: Frame your case studies around your customer's success, not your product's features. Make them the hero of the story, and your solution will naturally shine as the tool that enabled their victory.
The story of a better workplace, brought to you by Slack
From its inception, Slack's story has never really been about a messaging app. It has been about a better way of working. Their marketing, including their blog and the podcast "Work in Progress," consistently tells stories about the future of work, collaboration, and productivity.
Why it works: Slack tells a bigger story about cultural transformation. They sell a vision of a less stressful, more connected, and more efficient working life. The software is simply the vehicle for that transformation. This aspirational storytelling elevates the brand from a simple utility to a partner in building a better workplace culture. You can find their thinking on the Slack blog.
The takeaway: What is the bigger story your product or service is a part of? Tapping into a broader cultural or industry narrative can give your brand a powerful sense of purpose that goes beyond its functional benefits.
Finding the human angle in high-tech with Cisco
Cisco operates in the highly technical world of networking and cybersecurity. To make their work relatable, they focus on the human impact of their technology. Their "Newsroom" is filled with stories about how their technology is helping to power everything from hybrid education to global conservation efforts.
Why it works: Cisco connects its complex technology to tangible, human outcomes. They don't just talk about network infrastructure; they tell the story of a student being able to learn from home or a ranger protecting an endangered species. This approach makes their brand feel more purposeful and demonstrates the real-world value of their solutions. You can see how they cover their impact in the Cisco Newsroom.
The takeaway: Look for the human impact of what you do. Even the most technical product has a story to tell about how it helps people. Finding and sharing those stories is the key to making your brand feel more human.
Shopify and the power of the founder's narrative
Shopify's content strategy is built entirely around the story of the independent business owner. Their blog, YouTube channel, and original series are filled with inspiring narratives of founders who have built their dreams from the ground up on the Shopify platform.
Why it works: Shopify sells an identity, not just a product. They tell the story that their audience wants to believe about themselves—one of independence, creativity, and success against the odds. By championing the journey of the entrepreneur, they position themselves as an essential partner in that journey, creating a powerful emotional bond with their users. You can see their founder stories on the Shopify Blog.
The takeaway: Understand the story your customers tell themselves about who they are and what they want to achieve. Align your brand's narrative with that story to build a deeply loyal community.
These brands prove that storytelling is not a 'soft' skill in B2B marketing; it's a strategic imperative. By finding the human angle, championing your customers, and connecting your product to a bigger vision, you can create a brand narrative that is not just heard, but felt and remembered.