Not-so-spooky storytelling

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As SEO and social continue to converge, Reddit serves as a key platform where brands can foster both engagement and discoverability. Learn how TopRank Marketing brings key channels like these together into integrated marketing strategy and planning. Halloween is nearly upon us. A time where pumpkin spice flows, jack-o’-lanterns are lit, and children and adults alike search for a spooky getup to don on All Hallows’ Eve. But what about B2B brands? Will they find inspiration during the spooky season to take off their mask and showcase their human side? It can certainly be an undertaking.

The goal is top of mind for many industry professionals, as a recent LinkedIn report highlighted that 58% of B2B marketers plan to sustain or increase their investment in brand-building efforts that focus on humanization and emotional connection. But where might that investment be allocated? Two words: Influencer marketing.

It’s commonly believed that B2B audiences are more armenia telegram data focused on marketing that is straightforward, favoring hard facts and technical details over the emotion-driven messaging so often used in B2C marketing.

Due to the complex purchasing decisions, B2B buyers are more focused on the ROI they can expect from the product, not how the solution will make them feel. But that doesn’t mean brands shouldn’t make a concerted effort to convey their human essence. With the right brand ambassadors in tow, it’s more than possible.


We know B2B buyers are most interested in hard evidence, such as statistics, and that storytelling can influence purchasing decisions. In fact, consumers are 22 times more likely to remember a story-based statistic. That’s why it’s crucial to have an expert in your corner who can craft a narrative that is authentic and memorable. There are countless influencers who can speak on behalf of your brand and relay talking points, but there are only so many who can take that information and spin a tale that’s truly relatable and compelling.