In this Master Class, you'll learn how to:

  • Understand the purpose and structure of Brand Storytelling so your stories clearly convey the "why" behind your company
  • Dig deeper into the facts of your brand to find real-life connections that resonate with your community
  • Create both Micro and Macro Stories to connect with your audience and inspire them to take action with your brand


A good story is more than entertainment. It's memorable, easy to share, and can inspire action in the audience.

But in B2B companies, stories are often avoided. We might think a story is too soft, or our brand is boring. Or that our customers only want features, benefits, and data. They do want these... but they want to know the story of who they're working with, too.

Are you effectively telling your brand story in your content marketing?

Join Ekaterina Walter—senior director of marketing at ZincFive and author of The Laws of Brand Storytelling—to discover the power of using stories in marketing. You'll discover how to use stories to make your brand memorable, inform purchase decisions, and influence your buyers to take action.


Complete each of the following lessons to earn your certificate of completion.

  • What Is Brand Storytelling

    What Is Brand Storytelling

    Understanding what storytelling really is—a journey for the audience—and how to use your stories to connect with your community and buyers.

  • Head Marketing vs. Heart Marketing

    Head Marketing vs. Heart Marketing

    To influence buyers with stories, you have to connect with their hearts and their heads—and know when to do each.

  • Micro and Macro Stories

    Micro and Macro Stories

    Discover these different story types and how to use them in your marketing.

  • The Storyteller Journey

    The Storyteller Journey

    Discover the overview of a successful story. Does your B2B story match?

  • You (Yes, You!) Are a Storyteller

    You (Yes, You!) Are a Storyteller

    Ever talk your way out of a speeding ticket? Everyone is a storyteller—and it's a skill that you can improve.

  • Your Brand's Purpose and Promise

    Your Brand's Purpose and Promise

    They matter to your customers. Here's how to identify your purpose and promise and how to make them unique to you.

  • What Story Are You Telling?

    What Story Are You Telling?

    There are many types of stories you can use. Learn about the strongest options in B2B marketing and which will work best for you.

  • B2B ≠ Boring-to-Boring

    B2B ≠ Boring-to-Boring

    Every business has a story to share. Here's how to cut through the myths around storytelling so you can resonate with the right audience.

  • What's in a Story

    What's in a Story

    The Storytelling Framework that helps decide what to keep—and what to cut out—to make your brand story memorable.

  • Sourcing Your Stories

    Sourcing Your Stories

    Where and how to find inspiration for your Micro and Macro Stories.

  • Secrets to Story Crafting

    Secrets to Story Crafting

    Seven essential points to remember when crafting your story to keep it concise and influential.

  • The Power of Visual Storytelling

    The Power of Visual Storytelling

    Why you shouldn't don't dismiss short-form content and how to increase the stickiness of visual storytelling.

  • Sharing Your Story

    Sharing Your Story

    Increase your story's impact by using the right channel, the right context, and the right format at the right time.

  • Your Story Doesn't End With Creation and Sharing

    Your Story Doesn't End With Creation and Sharing

    Enjoy greater success with your stories by engaging with your community.

  • Real-Time Storytelling Done Right

    Real-Time Storytelling Done Right

    On the spot for a story? Use the 6 Ps Framework to be prepared for a timely response.

  • What if They Don't Like My Story?

    What if They Don't Like My Story?

    How to deal with negative or lackluster feedback.

  • Measuring and Optimizing

    Measuring and Optimizing

    The best storytellers are like the best marketers: always improving based on what they learn.

  • Stories From the Front Line

    Stories From the Front Line

    20+ real-world examples of effective B2B storytelling.

  • Storytelling Is the Best Marketing

    Storytelling Is the Best Marketing

    Take your audience for a ride and they'll never forget you: how your marketing changes with the quality of your storytelling.

Level-up your subscription and GO PRO for access to this and all future Master Classes. Plus, PRO-exclusive webinars, our full course catalog, a personal concierge, and more.


These materials aren't required to officially complete this Master Class, but they can help you more deeply understand and better implement what you learn.

    Registration required to access supplementary resources
  • Storytelling -- Download | Transcripts (zip)

  • Storytelling -- Replay | Mar 22 watch party


Ekaterina Walter
YOUR INSTRUCTOR: Ekaterina Walter

Ekaterina Walter is a globally recognized business and marketing innovator, international speaker, and Wall Street Journal bestselling author of The Power of Visual Storytelling and The Laws of Brand Storytelling. Her two decades of experience as a brand marketer and storyteller include a blended perspective of Fortune 500, start-up, and nonprofit environments. Ekaterina's thought leadership has been featured on CNBC, ABC, CNN, Forbes, TechCrunch, Fast Company, and WSJ.

Sean Adams
Instructional Designer: Sean Adams

MarketingProfs Instructional Designer Sean Adams is a certified life coach, Amazon bestselling author, international speaker, former college professor, and elite communicator committed to creating world-class experiences. He's trained over 10,000 people from the stage, in-person, and online, and is committed to developing and delivering simple-to-understand and instantly usable content.