Creative Storytelling as the Soul of B2B Marketing [UML]
Sword and the Script
FEBRUARY 4, 2017
It’s far too easy to say that B2B technology is dull. Yet that’s the central responsibility of the creative marketer – to convert the uninteresting into something interesting. Too often we fall into the trap of describing a product rather than telling a story. The vast majority of B2B content centers on features, functions and benefits. Much of this stuff is written to please executives rather than reach or inspire an audience.
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