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Data-Driven Storytelling in B2B: How to tell stories with data.

06.03.2024

We live in an increasingly complex world dominated by numbers and facts. As almost everything can be measured by data, successful B2B communication heavily relies on data-driven arguments. However, too many abstract data points and figures can overwhelm or deter your audience.

This is where data-driven storytelling comes into play: the art of transforming dry numbers and data into stories that are engaging, tangible, and clear. In this article, you'll learn how to translate abstract data into compelling stories and how you can benefit from it.

What is data-driven storytelling?

Data-driven storytelling combines storytelling elements with data. The goal is to present the most relevant information in an understandable and appealing way. This is especially important in B2B, where products or services often require more explanation, and technical specifications play a much larger role than in B2C.

Data Driven Storytelling | © wob AG
Data Driven Storytelling ©wob AG

Data Stories: Turning Numbers into Narratives.

To effectively implement data-driven storytelling in practice, it is advisable to use the classic structure of storytelling as a guide. An effective data story should be divided into three parts, much like a feature film: exposition, conflict, and resolution.

This means starting with a captivating introduction that grabs your audience's attention. Use emotions to bring the data to life and draw clear conclusions. For instance, in a webinar about cybersecurity solutions for businesses, you could begin with current statistics on cyberattacks. These data points can then be linked to case studies of companies that have reduced their risks by implementing the discussed security solutions.

To make the presentation impressive and persuasive, consider using infographics, charts, or even animations. Standard charts are not enough here. Ensure your visuals are clear, simple, and precise. Use consistent design elements and a uniform colour scheme to enhance readability and understanding of your data. Additionally, incorporating interactive elements can further capture your audience’s attention.

A key point: in data-driven storytelling, stories or emotional elements are not replaced by numbers. Instead, numbers are used to amplify the effectiveness of the overall marketing message.

Data Visualisation Made Easy – with AI.                              

Various tools are available for creating compelling data stories, with new AI technologies also significantly simplifying data analysis. Tools like ChatGPT not only enable simple to complex data transformations and statistical analyses but also allow for engaging visualisation of large datasets—all you need are the right prompts and uploads. It’s important not to use an overwhelming amount of data but to consider beforehand what will most interest your audience and which data will impress them the most.

And Why All This? An Overview of Data-driven Storytelling Applications:  

The applications of data-driven storytelling in B2B depend on the objectives and target audience. Generally, it can be used both internally and externally:

Internal Applications:

Reporting & Controlling:

Data-driven storytelling can help companies present complex performance data in an understandable way, facilitating informed decision-making. The sales team, for example, could visualise dry sales figures in a story to highlight successes and challenges. Quarterly results can also be effectively presented through interactive, data-driven presentations.

Market Research and Product Improvement:

By analysing market trends, customer behaviour, and feedback presented in a narrative form, B2B companies can make targeted product improvements. For instance, a marketing or analysis team can prepare these data and communicate them through data storytelling to the production department, enabling product adjustments. This not only enhances customer satisfaction but also sustainably improves market position.

External Applications:

Customer Acquisition:

Data-driven storytelling offers valuable opportunities to convincingly attract potential customers with tailored stories. A manufacturer of industrial machines, for example, could analyse customer inquiries to identify highly requested features. Based on this data, the company can develop a B2B campaign that tells a success story of a customer who significantly optimised their production processes through a specific machine feature. This personalised campaign targets potential customers and illustrates the real benefits of the products.

Product Presentation:

Complex products or services become more tangible and understandable through data-based stories. For example, an IT company could use performance data to demonstrate the efficiency of its software in a customer success story. By presenting collected data in an appealing way, it can show how its product led to savings of X amount for a business.

"With data-driven storytelling, companies can present complex performance data in an understandable way, facilitating informed decision-making.

Our Conclusion: Data-driven Storytelling as a B2B Success Factor.

Data-driven storytelling is increasingly becoming a must-have in B2B communication. No wonder, as this method makes complex data more accessible—for the B2B company itself and its customers. The result: B2B companies can make better business decisions and target customers more effectively.

Would you like to elevate your B2B communication through data-driven storytelling? Then contact us directly!