Storytelling is at the top of many a B2B marketer’s priorities list right now. And it’s easy to see why: focusing on showing rather than telling is much more conducive to staging successful interaction with customers. It’s much more in-line with inbound best practice than the disturb and dictate model we all used to follow. However, telling a story in a business setting likely to convince an unpartisan prospect that they’d benefit from taking their relationship with you to the next level is even more difficult. Therefore, it’s no surprise to see the business world littered with poorly executed attempts at storytelling.

In this paper B2B Marketing and Esri UK have isolated four of the most commonly spotted errors, and highlighted ways in which they can be avoided.