Question

Topic: Advertising/PR

Is Narrative More Important Than Evidence For B2b?

Posted by max on 2/1/2015 at 2:30 AM ET 25 Points
I increasingly notice that b2b buyers seem to be more convinced by narrative, stories and case studies than by hard evidence. Is this true?

Thanks

Max
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RESPONSES

  • Posted by Jay Hamilton-Roth on 2/1/2015 at 8:37 AM Accepted
    Narratives that contain facts ("hard evidence") is much more compelling (and memorable) than facts alone.
  • Posted by Gary Bloomer on 2/1/2015 at 9:28 AM Member
    Yes.
  • Posted by max on 2/1/2015 at 10:03 AM Author
    Relying on narrative allows sellers to cherry-pick their successful examples and minimise their disaster stories. This is unfortunate if the vendor has only one success story and 99 disasters. Including hard data would help to get around this, I agree.
  • Posted by mgoodman on 2/1/2015 at 6:26 PM Accepted
    Of course a narrative supported by facts is ideal.

    When you only get narrative, it's time to ask some pointed questions to get at the facts.

    When you only get facts, you need to ask for conclusions and indicated actions so you know the presenter isn't just throwing selected factoids at you.
  • Posted by Gary Bloomer on 2/1/2015 at 6:54 PM Accepted
    Stories sell. Real stories of real success experienced by real people create credibility and vital social proof.
  • Posted by max on 2/3/2015 at 5:38 PM Author
    Scammers seem to do well stories and no facts or even false facts?
  • Posted by max on 2/12/2015 at 3:53 AM Author
    Much appreciate the input everyone
  • Posted by Shelley Ryan on 2/18/2015 at 6:13 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been any activity in at least 10 days.

    Thanks for participating!

    Shelley
    MarketingProfs
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