THE MEANINGFUL MEDIA PODCAST: S.2 / E.11
UNLEASHING THE POWER OF DATA-DRIVEN STORYTELLING
Key insights into the B2B industry tells us that buying in this market is a high consideration purchase—distinct from B2C through its typically longer sales cycles and often larger buying committees.
Amidst the evolving business to business landscape, the industry is seeing a shift towards embracing more storytelling and creative ways to advertise to their buyers—with 43% of B2B marketing leaders saying storytelling will be one of the most important future skills for their marketing team. The insights are promising, showing that brands that can appropriately harness emotion on their ads gain on average 198 times more followers than other brands on LinkedIn.
In episode 11 of the Meaningful Media Podcast, host Ben Downing sits with Vice President of Customer Science and B2B Institute at LinkedIn Marketing Solutions, Melissa Furze, to broach a range of topics from the major shifts in B2B marketing, what brands are effectively doing to stand out, and how B2B marketing leaders can bring human voices, empathy, and authenticity in their advertising to build more meaningful connections with their consumers.