Everybody loves a good story – the best ones draw you in, keep you hanging on every word, and leave you thinking about it afterwards. In the B2B space, influencing buying decisions is an art. Buyers have to be logical, they often have to convince a bunch of other people that they’re making the right decision, and often the actual decision maker isn’t close to the detail.

This is where storytelling can really help. Studies have shown that facts are approximately 22 times more likely to be remembered if they are part of a story*. Finding an angle to add colour to your product or service can really help you to stand out. And whether you’re talking one-to-many or one-to-few, storytelling can make things more memorable, engaging, and easier for people to refer your product or service onwards to the budget holder. All you need to do is use a story to add a little emotion to the logic.

One of the most effective storytelling formats in B2B marketing is the customer success story – featuring a case study of how a product or service has helped a business overcome challenges and enabled positive change. By focusing on an existing customer’s real-life challenges, highlighting the obstacles faced and the solutions implemented, customer stories not only demonstrate value but can also paint your business as a valued partner.

Customer success stories can, of course, work well in copy and pictures, but they can be told many times more effectively through video. Video really gives you a sense of the customer business, the people who bought your product or service, how much they care about what they do, the pressures they were under and the benefits of having chosen you. This establishes an emotional connection with your audience.

Seeing and hearing real people on camera adds depth to your story, and lends credibility and authenticity to the message, building trust. And in the world of B2B, where everyone’s trying to stand out, trust is priceless. Having someone willing to go on camera, speak about what you do, and tell everybody else how your business has helped transform theirs is a sure-fire way to earn the trust of a new potential client.

Thinking about embarking on your storytelling journey? Here are a few pointers to get you started:

1. 1. Give them a reason to care: Choose the right customer with the right story. A compelling story that ignites emotions such as inspiration or intrigue is ideal. The best customer success stories start with an angle – a problem that seemed difficult to solve, a situation that needed resolving. By adding context, the eventual success can feel even more impressive.
   2. Know your Why: Think carefully about what you need the story to do for your business and torture test the contributors to find the gems that will deliver the response you need from your audience.
   3. Feature the right players: Find your advocate and get them to help you select the key individuals involved in the project. Ideally, find people that have charisma and passion for what they do.
   4. Keep It Real: Authenticity isn’t just a buzzword. Authenticity is key to making your story feel genuine and persuasive, so allow contributors to be honest and don’t put words into their mouths.

Storytelling is your secret weapon to forge deeper connections, build trust, and make your customer success stories unforgettable. Everyone loves a good story, so why not make your case study video the one they can’t stop talking about?