Reading B2B content can sometimes be as exciting as watching paint dry. Blink, and you will find another jargon-heavy LinkedIn post or white paper talking about the next generation of something something technology?

Don’t get me wrong, I love B2B storytelling – it’s what I do!

But I also agree that B2B technology communications can be mind-numbingly tedious. Why can’t we make it simple for humans to understand what we’re selling and share experiences and the value they deliver? 

While the world transitions towards human-to-human (H2H) communications, the enterprise technology domain, ironically known for innovation, still leans towards regurgitating the done and dusted tactics of storytelling. The ecosystem of complex products, niche audiences, and convoluted buyer journeys makes it tumultuous. 

But here’s the real kicker: in this chaotic, cluttered market, the real villain is mediocrity. Your buyers are not robots- fail to captivate them, and they will swiftly tune out. 

After all, in a world where AI has fluttered feathers by streamlining the mundane, human ingenuity will truly resonate and differentiate your brand. 

What makes your brand unique and memorable? Why do customers stay loyal to your brand? While specs and features are important, humanising your brand should be your main focus to reach a wider audience and build a loyal following. After all, you don’t show up for a first date to recite your Tinder bio. Instead, you need to connect, start a conversation, and charm. 

Have you considered launching a virtual escape room themed around your industry’s biggest challenges, where participants can solve puzzles that subtly teach them about your solutions? How about an interactive e-book that diverges into different content paths based on reader choices, personalising the learning journey? Swim against the tide! Visual storytelling that brings to life the power of data in generative AI for enterprises or going beyond disks and racks when it comes to data storage and management – there are ways to make B2B tech content more accessible to the wider audience if that’s your goal.

If you know that your tech decision-maker was a fan of Wil Wheaton from Star Trek and Big Bang Theory, the resulting campaign idea could be far from the boring and bland of the past. It all starts with clearly understanding how your customer differs from everyone else. Tell a story: how did your product save the day for a client? Make them feel something. Share a struggle and a win with your solution.

Human-centric campaigns that are memorable, emotive, and creative are the most effective at driving business outcomes. 

Need a bunch of creative and fun-loving tech PR people to help you get more results? Reach out for a virtual handshake: connect@ricecomms.com