How to Turn B2B Jargon into Stories That Sell

In the ever-evolving world of B2B marketing, communicating complex technologies and services in a way that resonates with your audience can be daunting. That’s where storytelling becomes an indispensable tool. In a recent episode of the Sticky Note Marketing Show, host Mary Zarnki sat down with Debbie Casten Schultkrout, Vice President of B2B Marketing at the Association of National Advertisers (ANA), to explore how B2B organizations can effectively leverage storytelling to communicate the true value of what they offer.

This article distills their conversation into actionable insights for content creators, faceless YouTubers, and marketers who are ready to reimagine how they communicate with their audience. Whether you're looking to make a greater impact with your content or bridge the gap between technology and storytelling, here’s how you can turn jargon into narratives that engage and sell.

The Power of Storytelling in B2B Marketing

Beyond Features: Showcasing Impact and Context

One of the core challenges in B2B marketing is breaking through the technical details of a product or service to show its real-world application. As Debbie explains, storytelling becomes critical, especially when discussing emerging technologies like AI or blockchain - topics often perceived as overwhelming or inaccessible.

Instead of focusing solely on the functionality of a solution, successful marketers demonstrate how it solves specific problems, improves lives, or creates tangible value. For instance, during Debbie's time at IBM, her team worked with Plastic Bank, a startup combating plastic pollution in underserved communities. By using IBM’s blockchain technology, Plastic Bank was able to track and verify plastic collection efforts in exchange for digital tokens. These tokens, redeemable for food and fuel, not only empowered local communities but also created a circular economy as companies recycled the collected plastic into new products.

This impact-driven narrative allowed IBM to showcase not just its technology, but its potential to drive global change. It also offered a story that resonated with diverse audiences - from decision-makers in large corporations to everyday consumers concerned about sustainability.

Crafting Customer-Centric Stories

To craft meaningful stories, Debbie emphasizes starting with the customer. Instead of immediately launching into what your technology does, focus on understanding your audience’s challenges and aspirations. Ask questions like:

• What key problems are they facing in their business operations?
• What goals do they want to achieve, and what obstacles stand in their way?
• How can your technology or service fit into their existing workflows?

By grounding your story in the customer’s context, you can build a narrative that feels personal and relevant. Debbie notes that companies often fall into the trap of leading with their solution instead of aligning their message with the customer’s pain points. Reversing this approach creates a more engaging and tailored experience.

Steps to Turn Jargon into Stories That Resonate

1. Understand Your Audience Inside Out

Your storytelling efforts should begin with a deep understanding of your audience. If you're targeting multiple stakeholders, such as engineers, procurement teams, and decision-makers, it's essential to adapt your messaging to appeal to each unique perspective. For example:

• Engineers might require in-depth technical details.
• Procurement teams may focus on cost-effectiveness or compliance.
• C-suite executives often look for a clear ROI and long-term impact.

2. Leverage Real-World Use Cases

Case studies and success stories are one of the most effective tools for B2B storytelling. Use real-world examples to illustrate how your technology or product has solved problems for other clients. Debbie’s example of Plastic Bank serves as a masterclass in how to convey your solution’s value while emphasizing its larger societal impact.

If you don’t have existing case studies, consider interviewing customers to learn why they chose your solution and how it helped them. Testimonials, even in the early stages, can provide valuable material for building a narrative.

3. Simplify Complex Concepts

For emerging technologies, it’s crucial to translate complex concepts into simple, relatable terms. Debbie recalls how IBM worked to make blockchain accessible by developing a user-friendly app for individuals in underserved communities to track their earnings from plastic collection. By focusing on the outcomes rather than the technical intricacies, the team ensured the solution was approachable for all stakeholders involved.

4. Create a Feedback Loop Between Sales and Marketing

Sales teams are often on the front lines, interacting directly with customers and gathering valuable insights. Debbie highlights the importance of a strong feedback loop between sales and marketing teams. Sharing information about customer reactions, objections, and desires ensures your marketing campaigns and materials remain aligned with real-world needs.

5. Use Stories to Build a Portfolio of Solutions

When one narrative resonates, look for ways to extend it to other industries or problems. For instance, the Plastic Bank case study was later applied to other sectors, such as supply chain management, oil and gas, and even diamond tracking. By finding parallels between use cases, you can create a portfolio of stories that demonstrate the versatility of your solution.

Key Takeaways

• Start with the Customer: Understand your customer’s pain points and aspirations before crafting a story.
• Focus on Impact: Highlight the tangible outcomes and broader implications of your solution, not just its features.
• Simplify the Complex: Translate technical jargon into relatable, real-world examples that resonate with decision-makers and end-users alike.
• Leverage Use Cases: Use customer success stories to contextualize your solution’s value and inspire potential clients.
• Align Sales and Marketing: Foster collaboration between sales and marketing teams to ensure consistent messaging and better customer engagement.
• Expand Your Narratives: Adapt successful stories to other industries or challenges to build a portfolio of solutions.
• Ask the Right Questions: Engage customers by asking what they need, rather than focusing solely on what you offer.

Final Thoughts

Storytelling is more than a marketing buzzword; it’s a powerful tool for connecting with your audience on a human level. For B2B marketers and content creators, the ability to transform jargon and technicalities into engaging, impactful narratives can be the difference between being ignored and making a lasting impression.

As AI and other emerging technologies continue to dominate the conversation, marketers must refine their storytelling strategies to stand out in a crowded marketplace. By focusing on the customer’s perspective, simplifying complex concepts, and leveraging real-world use cases, you can craft stories that not only resonate but also lead to meaningful business results.

By adopting these principles, you’ll not only create more compelling content but also position your brand as a trusted partner in solving the challenges that matter most to your audience. The next time you're faced with a complex concept, remember: it’s not about the technology - it’s about the story.

Source: "How to Turn B2B Jargon into Stories That Sell: Expert Insights from Debbie Kestin Schildkraut" - Mary Czarnecki, YouTube, Oct 4, 2025 - https://www.youtube.com/watch?v=WoCuLsWKrgY