In this episode of Shaking the B2B Tree, we’re joined by Will Stone, Communications and Content Manager at the University of Manchester, to explore why storytelling should be at the heart of every B2B strategy.

From leadership authenticity and customer-led content to the role of AI and the importance of curiosity, Will shares how stories can shape brand identity, build trust and drive engagement. We discuss how to find the stories that matter, and why marketers need to be embedded in the business to tell them well.

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