As an agency that advises a number of global B2B software clients on how to better articulate their customer success stories, Will Harris’s tongue in cheek article in the Guru section of this week’s Marketing Magazine obviously struck a chord.

However, whilst we’re all for a storytelling approach and shouting about the benefits delivered, we're in full agreement with him that it’s probably better to not mine that seam of “emotional benefits” quite so, erm, emphatically…

“Seek out stories about how your humble B2B software saved someone's marriage, put a smile on the face of a small child or rescued a dog from approaching floodwaters.”

Enjoy the full article.