B2B Storytelling Frameworks: Crafting Compelling Narratives

A B2B storytelling framework is a structured approach or outline used to craft a compelling narrative. It serves as a guide to help organize thoughts, elements, and sequences within a story. 

Frameworks vary but often include key components like:

• Introduction/Setup: Introduce the characters, setting, and establish the initial situation or conflict.
• Conflict/Problem: Present the main challenge or issue that needs resolution. This is what drives the story forward.
• Rising Action: Develop the story by building tension, introducing obstacles, and complicating the situation.
• Climax: The turning point of the story, where the conflict reaches its peak. It's the most intense moment where the outcome is decided.
• Falling Action: After the climax, the story begins to wind down. Loose ends are tied up, and the resolution starts unfolding.
• Resolution/Conclusion: The conflict is resolved, and the story reaches its endpoint. It often includes the aftermath of the climax and shows how the characters have changed or grown.

B2B storytelling frameworks can also include elements like character development, narrative arcs, themes, and various storytelling techniques (flashbacks, foreshadowing, etc.). These frameworks provide a structural foundation for storytellers but allow for flexibility and creativity in how the story is presented.

When to Use B2B Storytelling Frameworks

In a B2B setting, storytelling frameworks can help create the following outputs:

• Sales Presentations: Using storytelling in sales pitches can make complex products or services more relatable and understandable to potential clients. The framework helps structure the presentation, focusing on customer needs, showcasing success stories, and emphasizing how the product/service solves specific problems.
• Marketing Collateral: Storytelling can be used in marketing materials such as case studies, whitepapers, or videos. Presenting real-life examples of how your offering has positively impacted other businesses can create a more persuasive narrative.
• Case Studies: Detailed stories highlighting how your product or service solved a problem for a client.
• Sales Decks: Presentations designed to persuade potential clients by incorporating storytelling elements.
• Training Modules: Engaging learning materials for employees or clients.
• Content Pieces: Articles, videos, or social media content that use storytelling to convey information or highlight success stories.

Storytelling makes content more engaging, memorable, and persuasive. In a B2B context, where decisions are often based on rational analysis, storytelling can differentiate a company's offering by emotionally connecting with clients, making it easier for them to understand the value proposition and remember the message. It also helps in simplifying complex information and making it more accessible and relatable, thereby increasing retention and engagement.

4 B2B Storytelling Frameworks to Know

1. "StoryBrand Framework" by Donald Miller

The StoryBrand Framework, by Donald Miller, aims to transform marketing strategies by centering them on clear, customer-centric messaging. It follows a 7-step process, inspired by the hero's journey narrative structure, positioning the customer as the hero. 

The steps involve defining the customer's journey, identifying their aspirations, characterizing their desires and problems, presenting the business as a guide, providing a plan in three simple steps, urging action, envisioning success and failure scenarios, and finally assembling a cohesive BrandScript that serves as the messaging foundation. 

The framework emphasizes simplicity, customer-focused communication, and a clear call to action to engage and convert customers effectively.

How to apply it

The StoryBrand Framework comprises eight essential steps:

1. Character: Define the customer's specific desires and what they seek to achieve.
2. Problem: Identify the customer's issue, including its external, internal, and philosophical aspects.
3. Meets a Guide: Present your business as the guiding solution with empathy and authority.
4. Who Gives Them a Plan: Offer a clear vision for resolution, outlining a simple process and your commitment.
5. Calls Them to Action: Prompt the customer with clear next steps for both immediate action and transitional interest.
6. Which Leads to Success: Emphasize the positive outcomes and fulfilment the customer gains from engaging with your business.
7. And Helps Avoid Failure: Highlight the dissatisfaction or failure the customer experiences if they don't engage with your business.
8. To Get a Character Transformation: Focus on how your business transforms the customer's life for the better, creating a significant change from their initial state.

2.“Public Narrative" by Marshall Ganz

Public narrative, as conceptualized by Marshall Ganz, serves as a leadership tool to inspire collective action for a shared purpose. It involves three interconnected stories:

1. Story of Self: This personal narrative communicates why an individual is engaged in a cause, reflecting on a specific challenge faced, the choices made, and the outcomes experienced. It aims to connect the storyteller's values with the audience.
2. Story of Us: This collective narrative highlights shared purposes, goals, and visions within a community or organization. It communicates how a group came together to address a common challenge and invites others to join the community.
3. Story of Now: This narrative focuses on the urgent challenge the community faces, the choices to be made, and the hopeful vision for the future. It calls for action and aligns with the values celebrated in the stories of self and us.

Public narrative isn't a fixed script but a process that evolves over time. It's about telling, listening, reflecting, and telling again. Developing these narratives involves composing personal stories, sharing them, receiving feedback, and linking them to broader community goals.

By integrating the stories of self, us, and now, individuals can create a compelling narrative to motivate others to take action for a shared purpose. This framework has been successfully utilized by various leaders and movements, including the Obama campaign, emphasizing the power of storytelling in inspiring and mobilizing people toward common goals.

How to apply it:

A good place to start would be Marshall Ganz’s Public Narrative worksheet. Also, check out the Public Narrative participant guide, adapted from the work of Marshall Ganz.

3. “Before & After" Grid by Ryan Deiss

The "Before and After" Grid by Ryan Deiss is widely recognized and utilized in marketing strategy and product development. It is a strategic framework that helps understand the transformation a customer undergoes when transitioning from the 'Before' state (pre-purchase or pre-engagement) to the 'After' state (post-purchase or post-engagement). 

It involves answering a series of questions to detail the differences and improvements experienced by customers before and after using a product or service.

How to apply it:

The Before and After Framework is applied by detailing the customers' challenges, emotional experiences, and tangible improvements before and after engaging with your product or service, illustrating the substantial change in their circumstances.

To apply this B2B Storytelling Framework, answer the following questions:

1. What does your prospect HAVE in the “Before” state? Identifying the tangible differences in possessions or attributes before using the product/service.
2. What does your prospect HAVE in the “After” state? Identifying the tangible differences in possessions or attributes after using the product/service.
3. How does your prospect FEEL in the “Before” state? Understanding the emotional state or negative emotions before the transformation.
4. How does your prospect FEEL in the “After” state? Understanding the emotional shift or improvement to positive feelings after the transformation.
5. What is an AVERAGE DAY like for your prospect in the “Before” state? Describing the typical routine or experience before the transformation.
6. What is an AVERAGE DAY like for your prospect in the “After” state? Describing the typical routine or experience after the transformation.
7. What is your prospect’s STATUS in the “Before” state? Addressing the social or professional standing before the transformation.
8. What is your prospect’s STATUS in the “After” state? Addressing the improved social or professional standing after the transformation.
9. What is an EVIL that is plaguing the prospect in the “Before” state? Identifying a challenge or negative aspect the prospect faces before the transformation.
10. How does your prospect conquer it and bring more GOOD to the world in the “After” state? Explaining how the transformation resolves or improves the challenge, bringing positive change.

4. “Pitch the Promised Land" by Andy Raskin

Andy Raskin's "Pitch the Promised Land" framework is recognized as an effective way to guide companies in crafting compelling narratives. It's gained attention for its clarity in aligning teams and messaging around a visionary goal, focusing on a future state that a product or service can help customers achieve. 

In this B2B storytelling framework, Raskin emphasizes the importance of defining a "Promised Land" in a strategic message before presenting a product or service. This vision represents a challenging yet desirable future that a company pledges to realize for its customers.

One common mistake to avoid when using the "Pitch the Promised Land" framework is overly fixating on the aspirational future without grounding the narrative in the practical value of the product or service. To avoid this, balance the visionary journey with tangible steps and benefits that outline how your offering facilitates that transformation. 

Ensure your messaging includes specific use cases, features, or functionalities that bridge the gap between the present and the Promised Land. By showcasing the immediate value and practicality of your solution, you avoid creating unrealistic expectations while maintaining a clear path toward the envisioned future. Additionally, continuously validate and refine your Promised Land narrative based on customer feedback and market insights to keep it relevant and compelling.

How to apply it:

Define the Promised Land

Begin by envisioning an ideal future that your product or service can help customers achieve. This should be desirable, somewhat improbable without your solution, and strike a balance between short-term and long-term aspirations.

Align Teams

Ensure that this vision is communicated across the company. From marketing to product development and sales, everyone should understand and work toward this Promised Land. It guides decision-making, product features, and messaging.

Evaluate and Adapt

Continuously assess whether the Promised Land resonates with your target audience. Is it motivating? Emotional? Does it align everyone internally? Is it phrased in a way that mirrors how your customers talk about it?

Refine Over Time

The Promised Land might evolve as your market, strategy, or audience changes. It's crucial to adapt while ensuring that it continues to motivate and resonate with your customers.

Final Thoughts

The impact of B2B storytelling frameworks goes beyond just conveying a message; it’s about forging lasting connections, inspiring action, and driving meaningful change. As businesses navigate the complex landscape of commerce, these frameworks remain a beacon, guiding them through the ebb and flow of industry dynamics.

If you need help with crafting a compelling story for your B2B business, get in touch with the experts at Outlier Creative.