Winning
with Business Storytelling in the B2B Sector
Jake AtheyDirector of Marketing
Your Hosts
#CZLCHI
I am not an expert.
Key Topics
● The PVC framework to master storytelling
○ Channeling other PEOPLE
○ Using an authentic VOICE
○ Finding the CONNECTION
● Ways to make it stick for any organization
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Laurie Scheer
The Hero’s
Journey
Donna Lichaw
Beginning Middle End
Exposition
Rising Action
CrisisFalling Action
Resolution
IncitingIncident
Climax
Kindra Hall
Normal
New Normal
EXPLOSION*
...It’s inspiring.
PVC and duct tape for a story that sticks
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Great storytelling is channeling other PEOPLE.
-Rajiv Chandrasekaran
PVC
#CZLCHI
10,000skus
Make it stick.
Points for channeling other PEOPLE
● Start with “why?”
● Be involved in the customer journey
● Capture the authentic moments
● Make it personal
Great storytelling comes from an authentic and unique VOICE.
PVC
#CZLCHI
How does your brand sound, look and feel?
The places to extend your VOICE
● Website
● Whitepapers, Infographics
● Videos & Webinars
● Reports, eBooks, Podcasts
● Tradeshow Displays
● PR & Newsletters
● Sell Sheets / Collateral
● Presentations
● Blog Posts
● Personal Branding
● Social Media & Ads
● Triggered Email Series
● 1-off Email Blasts
● Sales Emails
● Online Community Posts
● Direct Mail
Make it stick.
Points for using tone of VOICE
● Use tone of voice as a differentiator
● Passion is storytelling fuel
● Find interesting ways to say boring stuff
● Connect your dots
Great storytelling requires an emotional CONNECTION.
PVC
#CZLCHI
Connections are made in moments.
How was your weekend?
What was the highlight?
Make it stick.
Points to inspire stronger CONNECTION
● It all comes back to moments
● Lead with emotion
● Follow with facts
● Be visual
PEOPLE VOICE CONNECTION
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