Leaders roundtable: The role of the B2B leader in storytelling

Download the summary of our October 2015 roundtable, during which attendees discussed the challenges and opportunities of B2B storytelling


This document contains the comments and conclusions of the roundtable, covering elements such as:

  • The challenge of getting the rest of the organisation to understand the importance of storytelling.
  • The issues associated with international storytelling. 
  • The importance of clear business objectives when telling stories. 

"Marketers need to know which story to tell to which customer at which time, particularly in a highly segmented world with multiple decision-makers"

A look inside

Areas of discussion included international storytelling, and the difficulty of telling new brand stories.