Grow your brand with better storytelling
Move on from forgettable thought leadership

In an era marked by economic uncertainty, technology marketing leaders find themselves at a crossroads, struggling with challenges brought on by slow growth and heightened procurement scrutiny. I for one have certainly had more conversations with procurement teams in the last year than ever before – a sign of the pressure on marketing teams to cut costs, improve efficiencies and deliver ROI. Today, the CRO is more present than ever before. 

But the fundamental challenge for marketers remains, with the wider business unable to decide between convincing out-of-market buyers to purchase instantly or focusing their activity on the 5% in market that are ready to buy. Often, by the time a decision has been made it’s too late to implement either strategy successfully.  

Marketing leaders must invest their time and energy in educating the wider business on B2B marketing dynamics. While almost every marketing leader I speak to knows this, it does seem to be a challenge for them to effectively articulate their strategy to their business, and more importantly, keep their teams on track. To combat this, the strategic marketing plan needs to be elevated into a few pages, and – just like any good business plan, it should demonstrate a three-year vision and the yearly goals and priorities that can help achieve it. It's crucial marketing leaders champion the true value and necessity of sticking to a strategy that is balanced to cover all audiences and the buyer journey.

My belief in the power of thought leadership probably stems from my short stint in public relations at the start of my career. In this role it was essential to understand what your clients had to say that would grab the attention of a journalist. You had to quickly assess the value your clients provided and whether their voice was different enough to create interest. Otherwise, your media sell-in would be cut short and your colleagues would witness you hang up the phone with no traction for your client’s coverage prospects. The key to success was telling a compelling story, tailored to the individual you were talking to. 

Technology brands can be some of the worst offenders when it comes to thought leadership, with too much focus on the outcomes of products and solutions. Quite frankly, there isn’t much differentiation and a lot of brands end up saying the same thing. 

My colleague Alison Dodd, Revere’s Chief Strategy Officer, put it well in a workshop last week, “what you sell shouldn’t be how you sell”.

If brands really want to earn a buyer’s attention, their thought leadership programme needs to remain part of the strategy and get the right resource dedicated to its success. If we’re all focused on the customer, then we need to do better at captivating them with the topics they care about most.

Seven strategies for better storytelling

1. Provoke to evoke

Don’t be afraid to present a bold perspective. Often, daring ideas exist within marketing plans but never make it to market due to internal stakeholder perspectives. To combat this, build in audience testing to ensure you can defend your approach and guarantee success. While it might not always be a widely held opinion that you take to market, it can still spark debate and discussion. Provocative content encourages people to think deeply and often leads to higher engagement and shareability.

2. Compelling content earns attention

Instantly engage your audience with compelling creative and headlines that grab attention. Ensure consistency across the programme to build recognition and trust. You want to be memorable, so give your creative team the freedom to explore. Think about the brand personality you want to convey and use this to guide your plans.

3. Tell stories the way your audience does

As I mentioned earlier, storytelling is critical for repeatable audience engagement. Craft stories that your audience can relate to, connecting with elements of their world and using familiar language. A human approach to this is critical, so think about who will deliver this message and how. The best approach will use the right personalities from inside your organisation, supported as necessary with external contacts.

4. Ground your content with robust research

When you have a story headline in mind, use primary research to make it real – sharing original data and bringing new insights to the market. Present data effectively across content, from short-form visual snapshots to deep-dive content for more in-depth reading.

5. Make room for fluid thought leadership

Thought leadership doesn’t have to anchor in one perspective. Including views from various experts and stakeholders within your organisation, alongside other industry experts, will provide a well-rounded view on topics. This will challenge your audience to think about their position and opinion on the subject matter. Aligning with industry experts will also support brand building and credibility.

6. Become your audience’s guide

Being provocative should lead to the opportunity to provide practical advice and actionable takeaways that your audience can apply in their own contexts. For success, ensure your content offers clear, practical steps.

7. For a successful story, align with sales teams

Work closely with your sales teams to ensure they understand the key messages and insights from your thought leadership content. Provide them with training and resources, such as talking points and presentation slides, to help them leverage your thought leadership in conversations with prospects.