Beyond The Metrics: How B2B Marketing Pros Should Use Storytelling Techniques To Communicate Value
Forrester, Monday, July 21st, 2025
As a marketing professional, you live and breathe metrics: website traffic, leads generated (although you should be talking about buying groups engaged), pipeline contribution, engagement rates, and more. But when it comes to communicating marketing's business value, the numbers alone just don't cut it.
They either aren't understood by marketing's stakeholders or they're too disconnected from what those stakeholders personally care about.
To truly resonate with stakeholders, B2B CMOs and other marketing leaders must do more than recite KPIs off their dashboards. You need a compelling story.