S6E9 - Strategic Storytelling for SaaS: Getting Everyone Aligned on Why You Matter with Elliott Rayner

In this episode of the Grow Your B2B SaaS podcast, Elliott Rayner joins Joran to unpack a game-changing tool for B2B SaaS brands: strategic storytelling. As a CMO @ Owow, Elliott has deep roots in the sports and tech arenas, Elliott brings a fresh, insider perspective on how to craft narratives that cut through the noise. In a world brimming with sameness, he shows us how the right story can become your unfair advantage.

Key Timecodes

• (0:00) - Elliott on storytelling and strategic narrative

• (0:46) - Introduction of Elliott Rayner by Joran

• (1:28) - Importance of strategic narrative for B2B SaaS

• (2:38) - Elliott on differentiated value, ICP, and credibility

• (4:33) - The importance of the three pillars in storytelling

• (5:38) - Misconceptions about strategic storytelling

• (7:42) - Selling to humans in B2B

• (8:05) - User experience as storytelling

• (9:05) - Common storytelling mistakes in SaaS companies

• (10:20) - Implementing a strategic narrative: step-by-step

• (13:04) - Difference between strategic narrative and positioning

• (14:09) - Elements of a good story

• (15:34) - Common storytelling mistakes in SaaS

• (17:25) - The role of conflict in storytelling

• (18:08) - Example of storytelling in SaaS

• (19:09) - Challenges in implementing storytelling

• (21:04) - The importance of psychology in marketing

• (22:39) - SaaS companies doing storytelling right

• (24:51) - Understanding progress in storytelling

• (27:30) - Aligning sales and marketing

• (30:02) - AI as a risk and opportunity in storytelling

• (31:59) - Dynamic vs. static personas and messaging

• (32:10) - Elliott’s advice on strategic narrative

• (32:39) - Advice for SaaS founders at different stages

• (35:39) - Summary of key insights from the episode

• (36:40) - Closing remarks and contact information