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B2B Storytelling – for Content Marketing, Customer Presentations, Management Presentations

At the conclusion of these workshops, students will have a complete strategy for a storytelling approach designed to engage a specific buyer and buying committee based on a selected objective.


  • Four interactive sessions of 90 minutes, each
  • Students will apply exercises to their storytelling strategy after each session – workbooks and templates will be provided.


  • June 18, 2024
  • June 20, 2024
  • June 25, 2024
  • June 27, 2024


  • All employees:  Marketing, Sales, Innovation, Leadership Board


Overview of storytelling principles as applied in B2B and your buyers as heroes of the story.

Constructing a storyline across the customer continuum. There are differences in how you share engaging stories with buyers vs. customers. Also depending on objective > net-new business or retention or expansion.

Determining story intersections and subplots. Members of the buying committee play different roles in the story. This session looks at how to define and combine them to encourage collaboration toward consensus.

Selecting content for each “chapter” of the story. Some formats work better in certain applications or stages of the buying process. Channels are also a consideration, as well as how to flow your “chapters” into a compelling story.


  • Individual Course Registration Member Rate:  $1945.00
  • Individual Course Registration Non-Member Rate:  $2395.00


Ardath Albee, CEO

Storyteller, Die-Hard Writer, Marketing Geek, Strategy Nut 36 years of business management & marketing leadership Consultant, Industry Speaker, Workshop Leader, Blogger Top 50 Marketing & Sales Influencer 2011 – 2022 Author: eMarketing Strategies for the Complex Sale and Digital Relevance Obsessed with helping B2B companies create buyer personas and story-driven content marketing and buyer enablement strategies to turn prospects into buyers and convince customers to stay. Believes buyer personas and storytelling are the key foundational tools for every content marketing strategy.

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Non-members $2,395.00 Ticket Qty:
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