Blog post | Storytelling: the key to B2B marketing success

It’s a known fact that the odds are stacked against us when it comes to winning over customers with B2B marketing strategy. In an internet minute in 2025 the world sends 1.04M Slack messages and 251.1M emails, plays 138.9M reels on Facebook and Instagram, and conducts 5.9M Google searches. Add to that a societal shift demanding more authenticity, transparency and accountability in business. B2B marketers need to find new and creative ways to stand out in an increasingly crowded market, in a manner that showcases their values and instills trust. This is where corporate storytelling through visual content, such as brand photography and business videography, is essential.

Two women stand near a reception desk, one holding a clipboard and discussing details as if preparing for professional headshots, set against a stylish wooden slatted wall backdrop.

Why storytelling works

It’s not a new concept. As a civilization we’ve been hard-wired to enjoy stories since the dawn of time. In fact, research shows compelling stories appeal to our emotional side and create chemical reactions in our brains increasing dopamine, oxytocin and endorphin. This transforms us from passive bystanders into engaged participants invested in the conclusion of a well-told tale. If 95% of our purchase decision-making takes place subconsciously, it’s not enough to rely on accurate but bland statements like “Our product is the best. Our process is nimble. Work with us.” You also need to tap into the emotional parts of the decision-making brain.

But how?

Storytelling through business photography: capturing the essence of your brand

A powerful tool for corporate storytelling is business photography. Well-crafted professional brand photography captures the spirit of your organization, showcasing not just what you do but how you do it and why it matters. By capturing real, behind-the-scenes moments—whether it’s a candid team meeting or a client collaboration—your audience gets a deeper, more authentic understanding of what it’s like to work with your company. This leads to greater trust, connection and ultimately conversion. And with 80% of customers saying the experience a company provides is as important as its products and services, it’s a win-win approach.

You can see how visual storytelling comes to life in the brand photoshoot completed for IQ offices, Canada’s largest independent, locally-owned co-working operator. In addition to capturing stunning interior footage of their dynamic private offices, meeting rooms, and collaborative spaces we collated a gallery of brand photos that showcased a day in the life at IQ Offices—illustrating the energy, inspiration, and productivity that comes from working in their spaces.

Two people engage in conversation while strolling through a modern office hallway, adorned with lush plants and elegant hanging lights—a scene perfect for event photography.

Two people walk down a hallway labeled "Espace iQ," engaged in conversation. One holds a briefcase and the other carries a backpack, as if captured in an event photography moment.

A man with a backpack smiles and shakes hands with a person across a counter in a bustling hallway, capturing the spirit of event photography.

A man focused on his laptop at a desk in a modern office, reminiscent of event photography, while two people engage in conversation on a sofa in the background.

A woman works on a laptop at a wooden desk in a modern office with city views, reminiscent of an event photography session, while a man sits in the background using a phone.

A woman in an apron smiles warmly as she hands a glass of wine to someone across a counter, evoking the polished charm of corporate photography and videography.

Storytelling through corporate videography: bringing your brand to life

While photography captures powerful storytelling images that can be used on social media, in sales materials, internal communications and more, video adds depth, sound and movement to your B2B marketing strategy. From business origin stories, personal career journeys to client or employee testimonials, corporate videography helps businesses communicate their key messages in a dynamic storytelling medium made richer through sound, editing, body language and facial expressions.

The brand video for freight forwarding company, ChitChats is a powerful example of storytelling in action. As you’ll see below it opens with a compelling business origin story of how the founder experienced a personal need to save costs on shipping from Canada to the USA. This personal anecdote engages the viewer and we’re brought into the messaging by identifying with the struggle. By showcasing how the company’s services make a tangible impact we are able to connect the company’s values with its real-world applications, helping to humanize their brand and increase trust with prospective clients.

Make storytelling the heart of your marketing strategy

As we move further into 2025, the need for compelling storytelling in B2B marketing is undeniable. Whether through photography or videography, storytelling helps businesses communicate their brand’s essence, create emotional connections, and turn abstract business concepts into relatable experiences.

At Indigo Events, we specialize in creating high-quality business photography and videography that help brands tell their stories in the most impactful way. If you’re ready to elevate your marketing strategy through corporate storytelling we’re more than happy to support you.