How to Leverage Storytelling for B2B Marketing Success | Matthew Pollard | EP 198

How to Leverage Storytelling for B2B Marketing Success 

We hear it time and time again in the B2B marketing world: You must differentiate your brand and specialize in order to stand out in a highly competitive business environment. B2B companies should master the art of storytelling, craft a unique message, and sell authentically without pressure, cringeworthy small talk, or competing solely on price. So how can B2B companies achieve this, and what role can the marketing team play?

That’s why we’re talking to Matthew Pollard (Founder, Rapid Growth®), who shares expert insights and proven strategies on how to leverage storytelling for B2B marketing success. During our conversation, Matthew discussed the significance of storytelling and specialization in B2B marketing. He also emphasized the need for differentiation in B2B companies by focusing on a specific niche rather than targeting everyone. Matthew highlighted the importance of creating a unified brand message that appeals to the target audience, and advised companies to remove generic content from their websites. He elaborated on how B2B companies can leverage their unique skills and insights, shared common pitfalls to avoid, and how marketers can help define their business’s specialty and value proposition to improve their B2B marketing strategy.

https://youtu.be/W-G4-SvFRyg

Topics discussed in episode:

[2:35] Why specialization is the key to success in B2B marketing

[10:17] A story of how Matt helped a client develop a “Unified Message” that effectively transformed her business

[12:21] Common pitfalls B2B marketers face when specializing:

– Tendency to focus on one’s own interests rather than the client’s needs

– Trying to appeal to everyone

[20:10] The role of functional skills and unique market insights in driving differentiation

[31:21] Actionable steps B2B companies can take to create the differentiation and specialization that will set them apart from their competitors

Companies and links mentioned:

• Matthew Pollard on LinkedIn

• Rapid Growth®

• Download the Rapid Growth template

• Download the first chapter of The Introvert’s Edge

Transcript

Christian Klepp  00:00

We hear it time and time again. In B2B you need to differentiate your brand and specialize in order to stand out in a highly competitive business environment, B2B companies need to master the art of storytelling, craft a unique message and sell authentically without pressure, cringe worthy small talk industry jargon or competing on price. So how do B2B companies do this, and what role can the marketing team play? Welcome to this episode of the B2B Marketer in the Mission podcast, and I’m your host, Christian Klepp. Today, I’ll be talking to Matthew Pollard, who will be answering this question. He’s a recognized growth expert, author and an award winning speaker who’s out to prove that storytelling will sell more than facts ever will tune in to find out more about what this B2B marketers mission is.

Christian Klepp  00:51

Okay. I’m gonna say. Matthew Pollard, welcome to the show, sir. 

Matthew Pollard  00:54

Mate. I’m excited to be here. Thanks for having me on. 

Christian Klepp  00:57

I mean, you know, we’ve been on a pre interview call a couple of weeks ago, and we got on like a house on fire. I kind of feel like I’ve known you for like, 30 years or something like that.

Matthew Pollard  01:08

No, I’m glad. I’m glad we got a chance to meet when I was 11. It was a big defining moment for me.

Christian Klepp  01:14

Fair enough, fair enough.

Matthew Pollard  01:18

I guess if, if you didn’t have a Canadian accent, I didn’t have an Australian accent, right? 

Christian Klepp  01:22

Yes, yes. There is that too. There is that too. But Matthew, really excited to have you on the show. I’m really looking forward to t