B2B Storytelling: What's Your Customer's Dragon, and How Can You Slay It?
In marketing, the spotlight shouldn’t be on your product, your brand, or even your top-tier marketing strategy.
Picture from Unsplash by Dan Cutler
Picture this: You've spent ages building the most jaw-dropping, fancy theatre. You've got a script that's so good, it gives you goosebumps just reading it. But wait, you've forgotten the main actor? Oops! Well, that's exactly what it feels like when we push our products without putting our customer centre stage. Because, hey, who's the hero of this show anyway?
In the thrilling adventure that is your brand’s story, your customer is the valiant hero facing a challenge that’s as tough as an old boot. And in every good story, there’s a challenge to overcome, a conflict to face, or a rite of passage to help the hero grow.
What problem is your customer really trying to solve?
Getting to grips with this challenge is like getting to know a lead character in a book - it requires time, attention, and a curious mind. Most of the time, you have to finish the book to truly understand the hero; dive into every chapter, every touchpoint, and every conversation they engage in. And sometimes, there are multiple main characters they meet along the way that also have influence, which in our case can be the stakeholders.
And there can be villains along the way, who, most of the time, aren’t the real challenge, but are a conflict they must face to overcome the true challenge.
So, yes, there are a lot of personas to handle and understand in the process of mapping the problems and challenges. But if we have to start somewhere, I suggest asking yourself these questions:
"What is the main problem bothering your customer?"
This represents the central conflict in your story. It's the struggle your customer (the protagonist) is grappling with, their own personal Mount Everest they're striving to conquer.
"Are there other smaller, related issues branching from this problem?"
These are the subplots or secondary conflicts in your story. They add depth to your protagonist's journey, enriching the narrative and making it more relatable.
"How does this issue stir up their daily routine or their business?"
This is the inciting incident, the event or situation that disrupts the status quo and sets the stage for your protagonist's struggle. It's the catalyst that propels them into action.
"Who is the leading character, and who are the supporting characters?"
The leading character is your protagonist (the customer), and the supporting characters are other stakeholders who are part of your customer's journey. These could be other team members, decision-makers, or even other vendors.
"What have they tried so far to tackle this problem?"
This represents the rising action in your story. It's a series of events and attempts your protagonist makes to resolve their conflict, adding tension and suspense to the narrative.
"What stops them from solving the problem?"
This is your antagonist or the 'villain' in your story. It's not the problem itself, but the root cause or deeper challenge preventing the resolution of the problem. This could be an internal barrier (like fear or misunderstanding) or an external obstacle (like a market trend or a technology gap).
These questions will act as a flashlight, helping you understand the contours and dimensions of the challenge, at least for a start. Because as you go, and the more questions you ask, the more questions will follow.
The Five Why's: Unraveling the complexities behind your customer's problem
Once you have a handle on the problem, and understand the basics, it's time to don your detective hat and delve deeper. This is where the "Five Whys" method comes in handy.
Asking "Why?" five times helps you to peel back the layers of the problem, revealing the root cause.
For example, if your customer is grappling with high operational costs, start by asking, "Why are the operational costs high?" From there, you keep asking, "Why?" based on the previous response. It’s a bit like playing a game of detective, except the culprit is a complex problem rather than a sly villain.
Here’s an example:
Why #1: Why is the customer still using Excel sheets, even though it's time-consuming?
Answer: They find Excel familiar and are worried that transitioning to a new system might disrupt their work process.
Why #2: Why are they worried about disruption in their work process?
Answer: They believe that training the team on new software would take considerable time and resources, impacting their productivity in the short term.
Why #3: Why do they believe that learning a new software would compromise their short-term productivity?
Answer: They have had experiences in the past where new tools introduced into their workflow caused confusion and reduced efficiency temporarily.
Why #4: Why did past experiences with new tools cause confusion and reduce efficiency?
Answer: There was insufficient training and support provided to ensure a smooth transition, causing team members to struggle with the new tool.
Why #5: Why was there insufficient training and support during past transitions?
Answer: They worked with providers who didn't offer thorough onboarding, training, and post-implementation support, leaving them to figure out the new tool on their own.
Understanding the context
Identifying and understanding the problem is the first part of the journey. But remember, your customer's story doesn't exist in a vacuum. There's always a broader context - a backdrop that shapes and intensifies their struggles. This context could be the industry they're operating in, the market dynamics they're contending with, or the competition they're up against.
Imagine: Your customer is not just grappling with their own nemesis (like transitioning from familiar Excel sheets to a new, seemingly complex system). They're also navigating through an industry that's evolving, grappling with new technological trends, dealing with competitive pressures, and sometimes even facing changes in regulations or the economy.
For example, think about our fifth 'why' – 'Why was there insufficient training and support during past transitions?'.
The answer leads us to an industry-wide issue: many software providers don't offer thorough onboarding, training, and post-implementation support. They leave customers to figure out the new tool on their own. This is a widespread issue that extends beyond your customer's individual problem and ventures into the realm of market dynamics and industry trends.
These broader factors can amplify your customer's challenges or even be at the root of them. So, it's vital to keep your finger on the pulse of the industry.
Be sure to regularly:
Stay updated with industry news (Business Insider, TechCrunch, Havard Business Review, etc.)
Attend relevant seminars or webinars (I like to use Eventbrite)
Engage in industry forums and discussions (Reddit may have industry-specific subreddits, and Quora can also be useful)
This will help you gain invaluable insights that complete the picture of your customer's challenge and give you the context you need to help them overcome it.
Walking the path together
Ultimately, your role in this epic tale is to walk beside your customer on their hero’s journey. When you've got a clear understanding of their problem and the environment they operate in, you can shape your narrative to present your product as the perfect companion to help them triumph.
It's not just about selling a product or a service, but about offering empathy and understanding.
You’re saying, "We see the mountain you're climbing and guess what? We've got the perfect gear to help you reach the top."
Through every plot twist, and every stumbling block, we're there with our customers, helping them overcome, one step at a time. And that, my friend, is the heart of a truly great marketing story.
