What Storytime Taught Me About B2B Marketing

Inspiration can come from the most unlikely of places.

Architecture, paintings, nature… and yes, even children’s books.

As the parent of a book-loving toddler, I find myself immersed in the world of children’s literature daily. Sometimes it’s the same story on repeat (parents, you know what I’m talking about). Now you might wonder, “Sam, what in the world does this have to do with B2B?”

Well, grab your favorite stuffed animal, settle onto the reading rug, and let’s explore some surprising parallels between bedtime stories and B2B storytelling.

Embrace the Power of Conflict

Here’s something that might surprise you: conflict isn’t just for dramatic novels—it’s actually one of the most under appreciated elements of storytelling, period. Think about it. The Very Hungry Caterpillar? He struggles with overindulgence and transformation. Grumpy Monkey? He grapples with understanding and accepting his emotions. Even the glittering Rainbow Fish faces inner turmoil about sharing and friendship.

“But do we really need conflict in B2B storytelling?” 

Absolutely, unequivocally, yes. Whether you’re crafting a brand anthem, product animation, thought leadership piece, or explainer video, conflict is essential. It establishes the stakes, contextualizes what success looks like, and gives your audience a compelling reason to care. When you acknowledge conflict, you’re telling your audience, “We understand your challenges” before presenting your solution as the path to a better future.

Embrace the Art of Simplicity

You won’t find the complexity of Tolstoy in “The Wheels on the Bus”—and that’s precisely the point. While children’s books are deliberately simple for their young audience, B2B content creators can learn volumes from this approach. True simplicity isn’t just about using straightforward language; it’s about focusing your message on a single, powerful idea.

Too often, B2B companies fall into the trap of trying to communicate everything to everyone in a single piece of content. Instead, take a cue from children’s literature: identify your core message and let it shine through every element of your story.

Don’t Shy Away from Emotion

I’ll admit it—reading “Love You Forever” gets me every time (though I might still blame it on allergies when my wife notices). The best children’s books resonate because they tap into universal emotional experiences. This same principle applies to your B2B content.

Yes, “the feelz” (as we say in marketing) matter tremendously in B2B. Emotional connections build bridges that transcend feature lists and price points, creating lasting relationships between your brand and your audience. When your content touches both the heart and the mind, it becomes truly memorable.

Master the Art of Endings

Nothing disappoints quite like a story that fizzles out at the end. The best children’s books conclude with satisfying endings that reinforce their core themes. Surprisingly, many B2B videos and animations could learn from this seemingly basic principle.

Every piece of brand content should follow a complete narrative arc: introduce your theme, develop it meaningfully, and conclude by reinforcing your central message. A strong ending helps with recall, motivates action, and creates lasting impact. When you try to say too much, your ending often becomes muddled and ineffective.

Time to Write Your Story

As our storytime comes to a close and the imaginary cookies and milk are finished, it’s time to think about your B2B brand’s next chapter. Your creative agency partner can help you craft compelling narratives that your customers will want to revisit again and again. After all, “Oh, the Places You’ll Go” isn’t just for Dr. Seuss fans—it’s a rallying cry for B2B brands ready to elevate their storytelling.

Ready to tell your brand’s story?

Let’s connect and explore some ideas together. We’ll even supply real cookies this time.