We’ve all sat through that kind of presentation where everything technically makes sense, but nothing grabs you. It’s polished. It’s packed with data. But it never sticks.
That’s exactly how most B2B content feels. And that’s a problem.
So I turned to Dana Herra, who’s helped countless executives fix it. She’s a ghostwriter and personal branding expert who helps leaders sound like themselves while saying something that matters.
As Dana explained during our chat, storytelling in B2B isn’t fluff — it’s how people decide whether you’re worth their attention. It’s the difference between content that gets skipped and content that builds trust.
In this post, we’ll explore what compelling storytelling looks like in B2B tech and how you can start using it, especially if you’re on a small team trying to stand out in a saturated market.
What is B2B Storytelling?
B2B storytelling is about making your message human and relevant. Traditional B2B content often lists features, facts, and credentials. Storytelling shows your audience why your work matters — and what’s at stake if nothing changes.
As Dana Herra put it: “Stories trigger emotions. And for all that we love to think that we are logical, rational beings, most of our decisions have their roots in our feelings. Then we try to rationalize why we feel that way.”
In B2B, that emotional connection matters more than we think. Decision-makers aren’t just comparing specs, they’re deciding who gets their trust. Storytelling helps your audience see themselves in the problem and recognize your role in solving it.
Good B2B stories have a clear character, a problem with stakes, and a shift from frustration to resolution. They don’t replace strategic messaging — they make it resonate.
You don’t even need a big budget to pull it off. A LinkedIn post that walks through a client challenge and solution. A paragraph about how a founder realized there had to be a better way. The format doesn’t matter. What matters is showing real people, real stakes, and real outcomes.
Key Elements of a Good B2B Story
A Relatable Character
Great stories start with your customer—not your company. As Dana shared, the most effective business narratives begin by introducing a relatable character (your customer), the challenge they’re facing, and the consequences of inaction.
The key is transformation. Many businesses want to be the hero, but your role is the guide. The customer is the one on the journey. When you focus on their goals and struggles, your story becomes more engaging and authentic.
Start by identifying the one thing your ideal customer wants most—more qualified leads, fewer delays, more efficient workflows—and use that desire to frame the rest of the narrative.Avoid trying to cover everything. A focused story is a relatable story.
What’s the Problem?
Every good story needs a problem. In B2B, this is the real-world challenge your customer is trying to solve—bad data, clunky tools, or weak results. Dana says to name that problem clearly and early. When customers see themselves in the story, they pay attention.
Dig deeper than surface-level pain points. Think in layers: the external issue, the internal frustration, and the bigger “why.” Maybe it’s missed targets (external), wasted effort (internal), and the unfair feeling of always guessing (deeper frustration).
When you connect those layers, the problem feels real. It adds tension—the thing that holds a story together. As Dana put it, “If you stop talking about your customer’s problem, they stop paying attention.”
Define the Stakes
People care when something’s at risk. If your customer doesn’t fix the problem, what happens? Lost revenue? Slower growth? Missed opportunities? Without stakes, your story lacks urgency.
Stakes make the problem feel important. They highlight the cost of doing nothing. Help your audience picture what they stand to lose—and just as importantly, what they could gain if they act.
Balance risk with hope. Show what’s possible if the problem is solved: time saved, smoother operations, or bigger wins. Data can help make the case, but emotion drives it home. Let the story lead.
Cut to the Action
Don’t open with a long setup or company history. Start where it gets interesting. Dana suggests, “Cut the first two sentences. Still make sense? Cut two more.” That trick helps you get right to the point.
Business readers are busy. You only have a moment to hook them. Begin with the tension—a broken system, a risky moment, a sudden shift. That’s where your story should start.
Skip the fluff. Open with a moment that matters: a frustrated customer, a failing process, a tough decision. Make it immediate and clear. Keep your story moving from the first sentence.
Creating Your First B2B Tech Story
If you’re unsure where to start, begin with a real problem your audience faces. Then, build around it: Who’s the character (your customer), what’s the conflict, and what’s at stake if nothing changes? Once you have that, you’re not starting from scratch. You’re shaping a story.
Dana’s advice is practical: Keep a running list of ideas. These might come from customer feedback, internal wins, industry conversations, or Slack threads. Next, block off regular time for content creation. Dana carves out a weekly slot and batch-writes several posts in one sitting. The habit helps her get into a creative rhythm.
What you say is only part of it. How you say it matters just as much. “If you feel icky or embarrassed after creating the content, it’s probably not going to be a good fit for you,” Dana says. Don’t force a voice that isn’t yours. If you’re not naturally funny, skip the jokes. If video makes you cringe, stop trying to make it your thing. Authenticity builds consistency, and consistency builds trust.
Before she starts writing, Dana asks herself:
- What should the reader know?
- How should they feel?
- What should they want to do next?
That structure works across formats. A website story might build credibility. A LinkedIn post might spark a connection. An email might start a conversation. The format can change. The clarity and intent shouldn’t.
Building a storytelling habit doesn’t require a new strategy. It just means using the one you already have with more intention.
Conclusion
B2B storytelling doesn’t require a rebrand, just a shift in how you communicate. Instead of listing features or flooding people with data, stories give your audience a reason to care. They show who you help, how you help them, and why it matters.
Start small. Focus on a real customer problem. Write it like you’d explain it to someone across the table: clearly, and without fluff. Don’t chase trends that don’t fit your voice. As Dana reminded me, authenticity isn’t just a style choice — it’s what earns attention. “You can tell if somebody’s making something they don’t really like,” Dana said. “It’s not going to be as good.”
Storytelling is about being remembered. Whether you’re writing a LinkedIn post, updating your website, or sharing a founder story, story-first thinking helps people see your work as meaningful instead of just functional.
If you’re still unsure where to start, we’re here to help. Schedule a call with New North to see how storytelling can support your content strategy and make your message matter.
FAQs
What makes storytelling different from regular B2B content?
One of the most common B2B content mistakes is focusing too much on features, stats, or industry jargon. Storytelling focuses on the customer’s journey — what problem they’re facing, what’s at stake, and how your solution creates a meaningful outcome.
Do I need a big budget or production team to tell good stories?
Not at all. A simple LinkedIn post about a client win or a paragraph on your About page can be effective. It’s not about polish but clarity, relevance, and emotional connection.
What if I’m not a natural storyteller?
You don’t need to be. Dana Herra recommends starting with a real customer problem and using a basic structure: character, conflict, stakes, resolution. Focus on being clear and authentic, not clever.
How do I keep storytelling consistent in our content?
Block time for content creation, keep a running list of story ideas, and stick to a structure that asks: What should the reader know? Feel? Do next?
How do I know if my storytelling is working?
The real question is: Are you driving action? Don’t just track views — track leads, replies, or pipeline velocity. Measure lead generation tactics that tie content efforts back to business outcomes.
Is video storytelling worth it if I’m not comfortable on camera?
Not always. If you force a format that doesn’t fit, it won’t land. But if you’re curious whether video could work for your team, explore our guide on effective B2B video marketing to see what works.
