The great storytellers have a better competitive advantage, and this is highly relevant in the world of B2B marketing. They’re able to recruit better, get more coverage, raise money more easily, close deals, and have better returns. This begs the question: How does one develop a better strategic narrative to position your B2B company more uniquely?

In this recent episode, marketing expert Andrew Davies (CMO, Paddle) explains the importance of a strategic narrative for B2B. Andrew talks about why it’s crucial to start with conducting research and a strategy as well as some common mistakes that he sees marketers make, and how to avoid them. He also elaborates on the five main narrative approaches to consider when crafting a message and how B2B marketing approaches should evolve as a company scales.