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The role of the B2B leader in storytelling

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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"

John Doe

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

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