The world of industry is challenging. But why do B2B brands find it so hard to differentiate? Industry- buzzwords and phrases sound all the same. We hear about “quality”, “innovation”, “efficiency” and “re- liability”.

We see facts, figures and sometimes even formulae. But all this mostly fails to engage with the target audience. And the common remedy of adding qualifiers such as “unmatched”, “leading”, “cutting edge” or “disruptive” rather makes it worse.

The aim of this paper is to look at how we can engage with B2B customers on an emotional level – and lift our industrial marketing out of the mediocre by story- telling techniques. It's not what you say, but ...continued