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The US Division of Fracht is a huge wing of an even larger global company that delivers highly complex logistical solutions. Whether by air, ocean, or land, Fracht will get your precious cargo there on time and on budget.

  • #branding
  • #storytelling
  • #videos


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Bob Phibbs, The Retail Doctor, is known around the world as a top retail sales consultant, motivational speaker, and sales trainer. His video training program, SalesRX, has taught thousands of salespeople worldwide and marketing efforts to expand its reach are just getting started.

  • #web-design
  • #brand-development
  • #video-production
  • #lead-generation

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GBH CPAs is a top 25 Houston accounting firm, providing comprehensive audit, tax, advisory, and valuation services. However, GBH isn't your typical accounting firm. Stocked with a diverse team of sharp, dynamic professionals who advise some of the largest companies in town, GBH was built to stand out.

  • #branding
  • #responsive-web-design
  • #videos


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PHP Systems/Design is the nation's leading expert source for innovative, high-performance rooftop pipe and equipment support systems. Their rooftop supports can be found on roofs across the country including facilities such as schools, hotels, airports, and hospitals.

  • #website-upgrade
  • #referral-traffic
  • #content-marketing


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Exterior Medics is an award-winning residential and commercial exterior home improvement and roofing contractor, serving Greater Washington DC. When it comes to service and execution, Exterior Medics is unmatched, voted Angie's List Superservice Award Winner for 5 consecutive years. They continue to grow faster than their competition and their customers love them. Come see how marketing has helped drive their brand forward to win.

  • #content-marketing
  • #seo
  • #lead-generation

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Say goodbye to your old school dental office. With some of the most sophisticated dental technology around, Dynamic Dental is able to deliver beautiful and healthy smiles to all patients, young and old.

  • #website-upgrade
  • #media-relations
  • #lead-generation


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Since 1986, Houston-based XtraLight Manufacturing has designed, developed, and manufactured superior lighting fixtures. XtraLight guaranteed their products with an industry-leading 10-year warranty and competed right alongside household names in the lighting industry.

  • #inbound-marketing
  • #hubspot
  • #lead-generation
  • #growth-driven-design

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Effex Management Solutions specializes in staffing and large volume contingent workforce management solutions that transform production efficiency. Their business model is as niche as they come. In fact, their work is so specialized that their target market includes only 150 facilities in the US.

  • # branding
  • #responsive-web-design
  • #media-relations
  • #white-paper
  • #webinar
  • #magazine


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J Turner Research empowers the largest multifamily management companies and owners with resident insights to enhance resident satisfaction, increase closing ratios, improve their online reputation, and optimize resources. Each month, they surveys more than 120,000 residents and prospects and track the online reputation of more than 55,000 properties across the nation with their software, RatingsTracker.

  • #content-marketing
  • #lead-generation
  • #branding
  • #hubspot
  • #website
  • #video-production

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White Glacier offered the world's first ever non-neoprene cold water immersion suit. They set a new industry standard in maritime safety and needed to secure brand awareness across the globe to secure pre-orders of their innovative suit.

  • #web-design
  • #logo-design
  • #pr
  • #trade-show-marketing
  • #hubspot
  • #seo

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The Value of Retrospectives After Marketing Projects

For all the millions of articles, eBooks, videos, and podcasts explaining marketing best practices, we have to face facts—success comes down to experimentation and continuous improvement. It’s easy to get stuck in silos as we try to make continuous improvements to our strategies. The social media ...

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And We're Hooked: Top 5 B2B Brands Who Rocked Storytelling

Inbound Marketing Content Marketing
March 10, 2016

B2C storytelling has a long and stable history. Think Don Draper from Mad Men, whose whole thing was basically telling good stories. But B2B? It’s harder to come up with good examples of businesses successfully marketing to other businesses with compelling brand stories.

Need a little help? No problem. Here are five brands that totally killed it with their storytelling this year. If you want to amp up your marketing efforts and bring in clients and customers like never before, take a page out of their books.

Storytelling ain’t just for B2C, though, despite the fact that many B2Bs make the mistake of thinking it is. Truthfully, other companies are just as susceptible to your moving tales as consumers are, especially since it is after all still facing a or a group of decision-makers.

With so many B2B newcomers rising with an edge in branding, brand storytelling has become one of the most crucial marketing assets of both behemoth B2B players and the neophytes. 
And while they could've gotten away with that previously, the B2B landscape is changing thanks in part to the rise of millennials in influential B2B positions.

1. Kickstarter

Kickstarter is a god when it comes to inbound marketing brand storytelling. Why? Because their entire effort is based on the idea that their users tell stories, which move consumers, which then donate to the campaign to see it realized.

Stories lies at the heart of everything Kickstarter does, and even their own story – We help people tell their stories – is pretty compelling. This is a classic example of a site that uses connection to speak straight to the core of both businesses and consumers. The result? An insane number of successful campaigns and ever-growing value.

2. LinkedIn

You don’t think of LinkedIn as a B2B marketing engine, but oh, it is. That’s not the same as the site aiding other B2B marketers (which it does, and handily). No, LinkedIn is a business that services business par excellence. It helps companies build brand, connect to others, market effectively and get great leads. And it does it all by telling a very simple, yet very compelling story: We connect people better than anyone else. Lesson: Find your bailiwick, and refuse to shut up about it.

3. Salesforce

Salesforce is B2B through and through, serving other businesses with tools that help them sell, market and analyze. On top of boasting excellent services, they tell a story that’s hard to ignore.

Well, actually, they don’t tell it. They let their clients do so. Although this isn’t a new trick – it’s the basis of most testimonial marketing out there – they have truly mastered this technique and turned it into an art form with their Success Stories. In addition to a full write-up about each customer’s experience (no mere quote here!), they also showcase a several-minute video.

4. Zendesk

In an effort to up its marketing efforts, Zendesk launched a campaign that was totally new to the marketing world, and simultaneously tried-and-true: a fake story. Of course, marketers create fake stories all the time. The ad world is rife with false testimonials to entire narratives, but Zendesk took a different approach.

They made up a band called Zendesk Alternative, complete with semi-grungy musicians and a dedicated website. Predicated on the idea that the only group good enough to be labeled an alternative to Zendesk is a fading rock band called, curiously enough, Zendesk Alternative, the site brought tons of traffic to the real company. Talk about rocking.

5. Cisco

CISCO Systems, a hugely influential technology company headquartered in California, uses story excellently to highlight their brand, their expertise and their ongoing efforts to stay at the cutting edge of digital and tech. But perhaps one of the best things they do is tell a joke. Consider this ad, or the words of Tim Washer, Sr. Marketing Manager of Social Media: “When I can’t find a compelling statistic to support my argument, I invent one: 73 percent of people who read B2B blogs are people.” Be funny, honey. It works.

The Takeaway

Now that you’ve got some tricks up your sleeve, it’s time to turn your attention to your own content marketing efforts. Tell good tales, and you’ll quickly find your audience comes to you rather than you needing to chase them. Be funny, share your exploits and do-gooderies, and always remember to keep the client or customer in your tale.

Because at the end of the day, your story shouldn’t be about you at all. It should be about the things that matter to your buyer personas. Realize that profound truth and you’ll never have trouble building business again.
With so many B2B newcomers rising with an edge in branding, brand storytelling has become one of the most crucial marketing assets of both behemoth B2B players and the neophytes.
Tell a story that's hard to ignore.
Don't be afraid to humanize your story by infusing it with emotions such as humor.
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September 11, 2017 Eunice develops and implements marketing strategies for Adhere Creative. She is a polyglot and the agency's go-to for witticisms, out-of-the-box marketing tactics, and compelling content. She loves reading, cooking, tending to the garden, and off-the-beaten path travel adventures. See All articles
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