The Art of Storytelling in B2B Marketing: Insights from Georgios Hatzmanolis

B2B storytelling has emerged as one of the most effective ways to captivate audiences and build brand loyalty. In the first episode of the Social Media for Business podcast, host Rebecca Bridgen speaks with Georgios Hatzmanolis, a media relations and brand strategy expert at Keplr, about the essential role of storytelling in social media and content marketing. Together, they delve into why storytelling resonates so deeply in the B2B space and how businesses can effectively apply these techniques.

The Journey of a Storyteller: Georgios Hatzmanolis

Georgios journey into storytelling isn’t accidental. Growing up in a family rooted in media and journalism, he was surrounded by stories. “Storytelling is in my DNA,” he says, recounting his family’s rich history of journalism and media work. His experience spans from journalism to government advisory and now into brand strategy, particularly in the maritime and global trade sectors. His position at MarineTraffic, a company focused on maritime data, was a pivotal experience that introduced him to the world of B2B storytelling, where he discovered the impact of using data to craft meaningful narratives for a diverse audience.

“I joined MarineTraffic about eight years ago, and the breadth of data we have means we can tell endless stories, from energy markets and global supply chains to overfishing and even personal seafarer stories,” he says. This approach, Georgios explains, has allowed him to leverage storytelling not just to inform but also to inspire action and build connections across various industries.

Key Elements of Effective Storytelling in B2B Marketing

For many in B2B, storytelling may seem like a tactic better suited for consumer brands. However, Georgios emphasises that B2B audiences crave compelling stories just as much as B2C customers. Here are the core elements he believes make B2B storytelling effective:

1. Know Your Audience: “Understand what drives your audience, what challenges they face, and what they see as success,” Georgios advises. By tuning into what matters to your audience, businesses can create stories that resonate on a deeper level.

2. Stay Consistent: “Consistency in messaging builds recognition and trust,” he notes. A brand’s core values and tone should remain steady across all content, reinforcing what the brand stands for and making it more memorable.

3. Be Creative and Have Fun: Even in industries that are traditionally conservative, Georgios encourages brands to take creative risks. For instance, MarineTraffic gained significant traction when it incorporated memes into its storytelling around the 2021 Suez Canal blockage. The blend of humour and information reached new audiences and allowed the brand to engage with a wider demographic, showing that even B2B companies can make space for light-hearted content when appropriate.

4. Embrace Transparency: Trust is the backbone of all relationships, and it’s particularly crucial in B2B. “It’s better to be open and admit to your mistakes,” Georgios says. Transparency not only humanises brands but also fosters a stronger connection with audiences who appreciate honesty, especially when things don’t go as planned.

   
   

Storytelling Techniques for Complex Topics

In industries like global trade or maritime logistics, data can be dense and difficult to translate into engaging content. However, Georgios believes every dataset has a story, and it’s all about finding the right angle. One example he shares involved using MarineTraffic data to tell the story of a coffee shipment’s journey from Indonesia to Germany, mapping each stage of the transportation process to offer insight into something as common as a morning coffee.

“When people see how a product gets to them—from origin to final destination—it gives them a new perspective,” Georgios says. By visualising complex processes, he makes technical topics accessible and relatable, connecting them to the audience’s everyday experiences.

Mistakes to Avoid in B2B Storytelling

Despite the immense potential of storytelling, many brands fall into common pitfalls that weaken their narratives:

• Posting Without Purpose: Georgios warns against publishing content for the sake of frequency. “Think about the story you want to tell, rather than just trying to fill a posting schedule.” In the crowded digital landscape, content that lacks intent is likely to go unnoticed.

• Ignoring the Audience: Another mistake is focusing too much on the brand itself rather than the audience’s needs and pain points. Effective storytelling, Georgios explains, is about making the audience the hero of the story rather than the brand.

• Underutilising Visuals: Posts with images or videos are much more engaging. Georgios encourages brands to consider what grabs their own attention when they’re scrolling and to incorporate those elements in their storytelling.

  
  

Can Storytelling Drive Lead Generation?

While social media in the B2B space may not be an instant lead generator, storytelling can still support sales over time. “Good storytelling allows you to connect, persuade, and influence your audience,” Georgios explains. He suggests using storytelling to build credibility and trust, which naturally leads audiences further down the marketing funnel. Offering something of value—such as a downloadable white paper or industry insights—can help convert audience interest into leads over time.

“B2B social media is part of a broader ecosystem,” he notes. “Rather than expecting immediate sales, think of storytelling as one part of a larger brand-building effort that encourages potential clients to trust your expertise.”

Practical Tips for Small Businesses

For smaller businesses venturing into social media storytelling, Georgios offers the following advice:

1. Understand Your Audience and Your Brand: Knowing your audience’s goals and challenges is crucial, as is understanding what your own brand stands for.

2. Consistency Over Quantity: Aim to post regularly, even if it’s just once a week. Georgios highlights that consistency builds trust with your audience, and they’ll come to anticipate your updates.

3. Use Attention-Grabbing Elements: Visuals, strong headlines, and relevant content are essential. “Think about what grabs your attention when you’re scrolling on your phone, and apply that same thinking to your posts,” Georgios advises.

4. Have Fun: Remember, it’s social media. Even in B2B, having fun with your content will help it resonate with real people on the other side.

   
   

For those interested in hearing more of Georgios insights on storytelling and practical strategies for B2B success, listen to the full episode of the Social Media for Business podcast here.

With storytelling at the forefront, B2B brands can create engaging, meaningful connections that go beyond the transactional—ultimately transforming audiences into loyal advocates.