Storytelling is a strategic necessity. In this episode of Shaking the B2B Tree, we explore why storytelling should sit at the centre of every B2B marketing and PR strategy.
Will Stone, Communications and Content Manager at the University of Manchester, joins Skout to unpack the power of narrative in business communications. Drawing on his background in journalism, corporate comms and public sector PR, Will shares how storytelling can humanise brands, build trust, and create lasting impact – even in the most technical or transactional sectors.
From founder stories and leadership authenticity to customer-led content and the role of AI, this episode is a masterclass in how to find, shape and share stories that matter.
Whether you’re a marketer, comms professional or business leader, this conversation will challenge you to think differently about how stories are found, told and remembered.
If you can get your customers to tell your story for you, you’re doing a great job.
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