Karyn Scott emphasizes the importance of storytelling in B2B marketing. As an experienced journalist, CMO, and marketer with Salesforce and Cisco, she believes storytelling is the key to putting the customer at the forefront and creating an emotional connection. She highlights the neuroscience behind storytelling, explaining how our brains are wired to remember and process stories more effectively than facts and data.

"The number one job of a CMO is to be a great storyteller. And stories are 22 times more memorable than facts and data." - Karyn Scott

Karyn also emphasizes the need for authenticity and the voice of the customer in storytelling, as it adds credibility and trust to the brand. She shares examples of successful storytelling campaigns and advises companies to let their customers be the storytellers, as they are the most genuine and credible advocates.

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