In the B2B business model, establishing trust with potential customers is paramount for long-term success. SAP, a leading Enterprise Software provider, has cleverly embraced the art of storytelling as a fundamental part of its strategy to build trust and engage decision-makers. This article delves into SAP’s unique storytelling strategy, discussing its key components and impact on brand perception.
David Jonker, SAP’s Vice President of Brand Storytelling, underscores the importance of aligning stories with the science of building trust. The strategy focuses on reaching decision-makers before they embark on the purchasing journey, recognizing that only a small fraction of their time is devoted to positive reviews. The digital shift has moved much of the purchasing journey online, necessitating a proactive approach in building relationships.
One significant investment by SAP in storytelling is the “BrandVoice” channel on Forbes, a sponsored column dedicated to publishing thousands of articles over the past decade. This channel covers various topics such as the future of work and customer experience, showcasing SAP’s expertise and thought leadership. Additionally, SAP’s publication, “SAP Insights,” offers meticulously researched content tailored for high-level decision-makers.
SAP’s storytelling strategy unfolds in three stages. Firstly, the goal is to attract attention and build relationships through compelling stories. Next, the focus shifts to enhancing the quality of these relationships and reinforcing trust in the brand. The final stage fine-tunes storytelling with the purchasing journey, supporting marketing efforts for products and solutions.
Creating engaging B2B stories requires adherence to crucial dimensions. Firstly, there must be an initial perspective that decides to contribute meaningfully to the market conversation. Secondly, speaking with personalization rather than a corporate tone enhances individuality. Lastly, carefully selecting strong storytellers, including external journalists and editors, ensures high-quality content.
SAP’s meticulous storytelling strategy serves as a model for B2B brands aiming to stand out. By consistently providing valuable content and building trust beforehand, SAP has positioned itself as a reliable partner in the eyes of decision-makers. As businesses delve into the realms of storytelling, creativity, personalization, and the selection of talented storytellers become crucial elements for achieving success.
Author Ho Duc Duy © All rights reserved.
