Create Impact Through Storytelling

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The Role of Film in B2B

Storytelling and emotionally resonant content have long been a cornerstone of consumer marketing. However, many B2B companies do not take advantage of the power of stories and rich media for their own marketing. This represents a missed opportunity as film and visual content are increasingly vital for creating impact across all industries and audiences.

According to recent research, companies who use film or video content in their B2B marketing generate on average 104% more leads than those who do not. Film and video provide the format and medium to inspire, build connections, and communicate messages in powerful ways that are not possible solely through traditional channels like white papers or blogs. Emotionally engaging stories allow B2B brands to better build relationships with current and prospective customers.

One of the most impactful ways film is being utilized for B2B messaging is through an increased focus on corporate purpose, sustainability, and D&EI (diversity, equity, and inclusion) initiatives. Influential documentaries or first-person narratives bring key issues to life and enable companies to credibly demonstrate their values and culture. This helps attract top talent and partners who expect strong purpose alignment before making key business decisions.

The past assumptions about dry, rational B2B audiences are shifting. In our always-on media world, creating true engagement requires an immersive experience with multimedia elements. The growth of streaming and online video only increases the opportunities for impact. The B2B companies who quickly embrace the power of storytelling and film will gain a competitive advantage and loyalty with their customers and employees alike. It is time for more businesses, including in B2B, to truly utilize the science and art of great storytelling and filmmaking.