Expert Insights: B2B Buyers Want Meaningful Stories
Kate Gahimer, marketing director at Five Four Partners, sees the influence that visual storytelling can have on B2B buyers.
“B2B marketing isn’t about selling — it’s about connecting through stories that matter,” she said.
“At FiveFour, we use customer-centric visuals — like infographics and case studies — to turn challenges into solutions and wins into trust. This is marketing that builds relationships, not just transactions.”
B2B marketing relies heavily on building meaningful relationships. When 90% of B2B buyers say online content has a moderate to major germany telegram data effect on purchasing decisions, lean on visual content to reinforce relationships online and connect with buyers.
While this isn’t necessarily B2B, I think of this Volvo ad when I think of powerful visual storytelling. It’s twice as long as best practices say it should be. In fact, the ad broke many advertising “rules.”
But it’s been one of Volvo’s most successful ads ever because it told a story worth telling. And it was one that people latched onto and loved.
When you’re told to think about “authentic” or “meaningful” storytelling, I’d point you to an ad like Volvo’s. How does your product or service touch the lives of others? What fascinating, rule-breaking angle can you take?
5. Niche influencers become a key B2B channel.
Influencers have felt like a B2C thing for a long time. We’re starting to see that change, albeit slowly. Research shows that 94% of marketers believe influencer marketing has a vital role in B2B marketing. But, only 24% of those marketers have invested in a real influencer strategy.
will become increasingly important heading into 2025. As companies return to brand-led strategies, marketers want to build and reinforce trust and loyalty with their buyers. The right influencers can deliver on that desire.
A creator’s size of influence is also important — but bigger isn’t better. In fact, influencers with fewer than 100,000 subscribers are more helpful for B2B influencer marketing than their larger counterparts.
Source
Some of the benefits of smaller canada cell numbers influencers were tied to lower costs of market entry. However, nearly half of marketers noted that smaller influencers seemed more trusted by followers and subscribers.
Smaller influencers also opened doors understanding business ownership for small business owners to more niche, tight-knit communities. This reflects a growing trend toward brand-led creator communities to reach smaller, more homogenous audiences.
I think this trend is worth watching, especially as larger social networks get more expensive and difficult to compete on.