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It’s no surprise that stories are powerful tools in marketing, but storytelling can frequently come easier to B2C companies than B2B firms, particularly those that provide complex services.
There is a tendency to focus on services in B2B marketing, but they are not typically what distinguishes a firm — instead, it’s the people. For example, most tax accounting firms have similar services, but perhaps one with an all-veteran staff has unique stories to share about people who understand integrity and trust.
Learn more in WordWrite CEO Paul Furiga’s book “Finding Your Capital S Story: Why your Story Drives your Brand.”
– Dan Stefano, The Pittsburgh 100
