Storytelling that Sells: How to Influence B2B Buyers with Emotion w/ Tara Ramroop, Director of Content Marketing @ Braze
We all know B2B marketing is about more than just features and data—it’s about connecting with your buyers on a deeper level. The problem? B2B marketers often get stuck in the weeds of rational, logical content and miss the emotional triggers that actually drive purchase decisions. The key to closing more deals? Storytelling. Feels cliché. We know. That’s why we’re digging into the best scholarly research we can find to discover how to craft stories that build trust, resonate deeply, and ultimately close deals. Paxton is joined by Tara Ramroop, a former journalist and the Director of Content Marketing at Braze. What You’ll Learn: How to increase conversion rates with effective storytelling; How major technology brands are using archetypes to reduce uncertainty; The story structure that C-suite executives love; And how to discover and tell the best stories in your data and people. Resources: https://97thfloor.com/articles/podcasts/storytelling-that-sells-how-to-influence-b2b-buyers-with-emotion/ https://www.linkedin.com/in/tararamroop "Stories connect like people, people to people, businesses to businesses, businesses to humans in those businesses. And they also inspire." - Tara Ramroop Timestamps: 03:35 - What storytelling means in B2B marketing 08:15 - How bus wraps and billboards fit into the story framework 12:28 - Demonstrating understanding vs. hard selling 16:22 - Audience segmentation based on behaviors and pain points 19:58 - Operationalizing storytelling with processes and tools 25:23 - Building ROI case and getting scrappy with limited resources
The Campaign | A Marketing Podcast by 97th Floor
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Show Notes
We all know B2B marketing is about more than just features and data—it’s about connecting with your buyers on a deeper level.
The problem? B2B marketers often get stuck in the weeds of rational, logical content and miss the emotional triggers that actually drive purchase decisions.
The key to closing more deals? Storytelling. Feels cliché. We know.
That’s why we’re digging into the best scholarly research we can find to discover how to craft stories that build trust, resonate deeply, and ultimately close deals.
Paxton is joined by Tara Ramroop, a former journalist and the Director of Content Marketing at Braze.
What You’ll Learn:
- How to increase conversion rates with effective storytelling;
- How major technology brands are using archetypes to reduce uncertainty;
- The story structure that C-suite executives love;
- And how to discover and tell the best stories in your data and people.
Resources:
https://www.linkedin.com/in/tararamroop
"Stories connect like people, people to people, businesses to businesses, businesses to humans in those businesses. And they also inspire." - Tara Ramroop
Timestamps:
03:35 - What storytelling means in B2B marketing
08:15 - How bus wraps and billboards fit into the story framework
12:28 - Demonstrating understanding vs. hard selling
16:22 - Audience segmentation based on behaviors and pain points
19:58 - Operationalizing storytelling with processes and tools
25:23 - Building ROI case and getting scrappy with limited resources