At the conclusion of these workshops, students will have a complete strategy for a storytelling approach designed to engage a specific buyer and buying committee based on a selected objective.

FORMAT

• Four interactive sessions of 90 minutes, each
• Students will apply exercises to their storytelling strategy after each session – workbooks and templates will be provided.

DATES

• May 6, 2025
• May 8, 2025
• May 20, 2025
• May 22, 2025

RECOMMENDED FOR:

• All employees:  Marketing, Sales, Innovation, Leadership Board

WORKSHOP OUTLINE

Overview of storytelling principles as applied in B2B and your buyers as heroes of the story.

Constructing a storyline across the customer continuum. There are differences in how you share engaging stories with buyers vs. customers. Also depending on objective > net-new business or retention or expansion.

Determining story intersections and subplots. Members of the buying committee play different roles in the story. This session looks at how to define and combine them to encourage collaboration toward consensus.

Selecting content for each “chapter” of the story. Some formats work better in certain applications or stages of the buying process. Channels are also a consideration, as well as how to flow your “chapters” into a compelling story.

PRICING:

• Individual Course Registration Member Rate:  $1945.00
• Individual Course Registration Non-Member Rate:  $2395.00