B2B Storytelling Marketing: How to Create Campaigns That Connect, Convert & Stand Out
by Kaden Laga • July 25, 2025
In today’s crowded digital landscape, B2B brands can’t afford to blend in. One of the most powerful ways to stand out and connect with your audience is through storytelling marketing campaigns. But what exactly makes a B2B brand story memorable, and how do you ensure your campaign drives both engagement and brand clarity?
At Disruptive Advertising, we know that the best B2B storytelling campaigns balance creativity with strategic intent. Here’s how you can craft a campaign that doesn’t just get noticed, but gets results.
What Makes a Good B2B Storytelling Campaign?
Before you can tell an evocative brand story, you must have a deep understanding of your brand identity.
Ask yourself:
- Who are we as a company?
- What core values set us apart in our industry?
- What do we want our audience to know, think, and feel after interacting with our message?
B2B Storytelling Mistake: The EDS “Cat Herders” Campaign
A classic example of what not to do comes from the famous “cat herders” commercial by EDS, an HP company. The ad tells a hilarious and visually engaging story that earned millions of views on YouTube and remains memorable years later. Yet, despite its viral success, the commercial fails to connect the story to EDS’s core identity or unique selling proposition. Most viewers can’t recall the brand behind the ad or what it actually offers.
The lesson? Without a clear link between your story and your brand values, even the most entertaining campaigns risk fading into obscurity. Effective B2B storytelling marketing campaigns must reinforce who you are and what makes you unique.
Successful B2B Storytelling Example: Workday’s “Rockstar” Campaign
On the other end of the spectrum is Workday’s “Rockstar” campaign. While many B2B campaigns play it safe, Workday broke through the noise by tapping into the universal appeal of the “rockstar” archetype. Their Super Bowl commercial, featuring real-life rockstars, introduced the fun idea that “everyone can be a rockstar at work.” But the true genius was in the follow-up digital campaign, which doubled down on this theme and tied it directly to Workday’s core value: helping top talent shine.
This approach worked because:
- Workday started with a deep understanding of its brand and unique value proposition.
- They exaggerated their USP—empowering workplace “rockstars”— to create an entertaining and strategically aligned campaign.
How to Create a Successful B2B Storytelling Campaign
Ready to create your own impactful B2B storytelling marketing campaign? Start with these foundational steps:
- Clarify Your Brand Identity: Define your core values and USPs. What do you want your target audience to remember about your brand after seeing your campaign?
- Choose a Central Theme: Pick one value or USP to highlight. Brainstorm with your creative team and ask: “What’s the most exaggerated or unexpected way we can bring this to life?”
- Tell a Bold, Authentic Story: Don’t be afraid to break the mold. The best stories are memorable because they’re unexpected, but always keep your brand front and center.
- Integrate Across Channels: Amplify your message by rolling out your story across digital, social, and email platforms for cohesive impact.
When Should B2B Brands Outsource Storytelling Marketing?
There’s no shame in calling for backup. Consider outsourcing your B2B storytelling marketing campaign if:
- Your internal team struggles to think outside the box or is stuck in a “business-as-usual” mindset.
- Your creative resources are stretched thin or lack specialized storytelling expertise.
- Every idea feels uninspired or too similar to what you and your competitors have done before.
An outside B2B marketing agency like Disruptive Advertising can bring fresh perspective, proven frameworks, and creative firepower to help you craft a campaign that truly makes your brand shine.
Elevate Your Brand with Strategic B2B Storytelling
A great B2B storytelling marketing campaign begins with a crystal-clear sense of who you are and what you stand for. By pairing this self-awareness with bold, creative execution, you can tell stories that not only capture attention but also drive lasting brand loyalty.
Ready to disrupt your industry with powerful B2B storytelling?
