B2B Marketing Blog

close
Written by The Mezzanine Group
on June 14, 2010

Every company tells a story. Part of a marketer’s job is to articulate a company’s story in a way that will resonate with its target market. It could be a story of family – of a son who took over the family business and is now being run by a fourth generation family member; or a story of innovation – of a group of computer engineers that believed they could develop a software solution to address pain points of an industry that had been underserved; or a story of hope – of a scientist who strives to create alternative energy sources so their grandkids will enjoy a healthier and longer life.

Whatever the story – we all have one. The key for sharing any story is authenticity. Is the story a true reflection of the company? Is it one that you live each day? Is it one that your employees believe in?

When a story is truly your own – it can be powerful. It shapes action and behaviour, drives marketing strategy and is the foundation on which all of your activities depend.

Whether your story is shaped by a life-changing event or a seemingly inconsequential moment, it’s yours. Respect it. Own it. Live it.

Authenticity is the basis for creating truly effective marketing programs and successful businesses. Are you authentic?

You may also like:

7 Questions about B2B Marketing Book 'Walking on the Moon'

Mezzanine’s founder Lisa Shepherd has just released her third book called “Walking on the Moon”, a business fable about ...

Baseball to B2B Marketing: 3 Lessons on how to generate success

For fans of the Toronto Blue Jays, August 2015 was a month for the history books. And now they’ve won the series opener ...

Should you Replace Your Weak Sales People With Marketers?

This article originally appeared on B2B News Network. Cold calling - a thing of the past? One of the questions we were a...