How to do B2B storytelling: A GTM agency’s guide to content that converts

In a world where B2B buyers are bombarded with content, storytelling isn’t just a nice-to-have – it’s a strategic differentiator. At our B2B go-to-market (GTM) agency Torpedo, we’ve seen how the right narrative can transform a brand from forgettable to unforgettable. 

But what does effective B2B storytelling actually look like? And how do you make it work for your business? 

Let’s break it down. 

Why storytelling matters in B2B

Storytelling humanises your brand, builds trust, and simplifies complexity. According to Edelman’s 2025 Trust Barometer, trust now ranks equally with price and quality in purchase decisions. And McKinsey’s 2023 research shows that  emotionally resonant content can accelerate B2B buying cycles by up to 20%. 

In short: data informs, but emotion drives action. 

1. Start with strategy, not just a story

Before you write a single word, ask: what’s the goal? 

• Are you driving awareness? 

• Moving prospects through the funnel? 

• Enabling your sales team? 

• Reinforcing your positioning? 

Storytelling is positioning in motion. Without a clear objective, even the best-crafted narrative will miss the mark. 

2. Know your audience like you know your product

Every great story starts with the audience. Build a ‘story persona’ alongside your buyer persona. Understand: 

• Who they are (roles, industries, seniority) 

• What they care about (pain points, motivators) 

• How they consume content (email, LinkedIn, video, podcasts) 

This will ensure your story lands where it matters most. 

3. Make the customer the hero

Too many brands cast themselves as the protagonist. But in B2B, your customer should be the hero. 

Tell stories that show: 

• The challenge they faced 

• The actions they took (with your help) 

• The results they achieved 

Instead of saying, “We’re the best,” say, “Here’s how a RevOps leader cut churn by 30% in 90 days.” 

4. Use a proven story framework

Here’s a simple structure we use across formats: 

• Setup – introduce the customer and their world 

• Problem – highlight the tension or challenge 

• Search – what they tried before (and why it didn’t work) 

• Solution – enter your product or team 

• Outcome – show measurable impact 

• Takeaway – reinforce a key insight 

Use this for case studies, landing pages, and video scripts. 

5. Blend logic and emotion

B2B buyers are people first. They need the numbers – ROI, time to value – but they also respond to emotional triggers: relief, confidence, pride. 

McKinsey’s research on generative AI adoption shows that tools that combine emotional resonance with clear business value are 2x more likely to be adopted. 

So bring both: the hard data and the human story. 

6. Use real voices

Authenticity wins. Use: 

• Direct customer quotes 

• Founders sharing their personal stakes 

• Product leads explaining the ‘why’ behind innovation 

Founder story tip: Share how your product came to life. Was it born from a frustrating inefficiency? A late-night prototype? A customer insight that changed everything? 

These behind-the-scenes moments build emotional connection and credibility. 

7. Repurpose like a pro

One strong story can fuel an entire campaign. Turn it into: 

• A long-form case study 

• A short LinkedIn post 

• A testimonial video 

• Sales enablement slides 

• A podcast episode 

Think modular. Build once, deploy everywhere. 

8. Align with sales and customer success

Your best stories often live outside the marketing team. Collaborate with: 

• Sales to identify which stories close deals 

• Customer success to understand what your users love and… don’t love 

Create a shared ‘story library’ that your entire GTM team can access.  

9. Measure what matters

Storytelling isn’t fluff – it’s a growth lever. Track: 

• Engagement (views, shares, time spent) 

• Influence on pipeline (CRM touchpoints) 

• Sales feedback (does it resonate?) 

• Customer expansion (upsell/cross-sell impact) 

Tie every story to a business outcome. That’s how you earn budget – and belief. 

10. Keep your stories evolving

Markets shift. Personas evolve. Your stories should too. 

Schedule regular audits: 

• Are we telling the right stories? 

• Are they aligned with our current positioning? 

• Are they still resonating with our ICP? 

Make storytelling a living part of your GTM rhythm. 

Culture, purpose, and the power of internal stories

Don’t forget the stories inside your walls. Culture stories – like how your team rallied to launch a product in record time, or how a junior developer’s idea became a flagship feature – can be just as powerful as customer stories. 

And purpose-driven narratives? They’re not just for B2C. Edelman’s research shows that B2B buyers are 4x more likely to purchase from brands that take a stand on issues they care about. 

So tell the story of your mission. Why you exist. Who you’re here to help. And how your team lives that purpose every day. 

At our GTM agency, we’ve seen how storytelling can do more than attract attention – it builds belief. It earns trust. It drives growth. 

If you’re looking to stand out in a crowded market, start with a story worth telling. 

And if you’re not sure where to begin? That’s where we come in.