B2C marketing leads are struggling with platform fragmentation due to siloed working separated by channel.
They care about how to keep a customer engaged as they hop from a TikTok to a website to an email. And back again.
Storytelling isn't about teaching; it's about transportation.
It's using a multi-platform narrative and emotional marketing strategies.
You're moving the customer from their current reality into a brand world.
The seamless entry point
Every touchpoint must feel like a chapter.
If your Instagram is vibrant and edgy but your checkout page is grey and corporate, you break the immersion and trigger a safety warning in the consumer's brain.
B2B buyers buy for utility; B2C buyers buy for identity.
Your story shouldn't be about the features of your sneakers. It should be about the "5:00 AM version of the customer" who is disciplined, fast, and unstoppable.
Micro-moments of story: Use the "Kintsugi" approach here.
Don't show a perfect life. Show the "messy middle", the burnt dinner, the missed flight, the rain on the wedding day, and how your brand is the "gold" that makes that moment beautiful.
B2B vesus B2C storytelling
B2B storytelling
- Primary goal: De-risking the decision
- The hero: The professional (seeking status/safety)
- Neural trigger: Cognitive logic and trust (oxytocin)
- Key metric: Decision cycle length
B2C storytelling
- Primary goal: Emotional transformation
- The hero: The individual (seeking identity/joy)
- Neural trigger: Sensory desire and emotion (dopamine)
- Key metric: Brand affinity and advocacy
This video delves deeper into Kendall Haven's research on how our brains are hardwired for story, providing the scientific foundation on the Neural Story Net; the Science of Storytelling.
